About Black Rock

Black Rock Built Brand Story

 Being Black Rock Built is a way of life. Simply put, being Black Rock Built is to fully adopt, embrace and live the aloha spirit.

 The magical energy that flows from the Island of Maui is harnessed by the people who live here and is then converted to the Aloha Spirit.  The word Aloha is commonly used as a simple greeting, it is the Hawaiian word for love, affection, peace, compassion, and mercy. However, it has a deeper cultural and spiritual significance to native Hawaiians, for whom the term is used to define a force that holds together existence!

Our mission is to share the Aloha spirit by providing unforgettable and life changing experiences driven by the Mana of those who share it.

 Named after the rugged Black Rock that Maui was built upon, it anchors and surrounds our magical island. From the lava flows at La Perouse and Keane Peninsula to the iconic Black Rock cliffs of Kaanapali, it is the backbone that connects all of Maui Nui and is the conduit from which the magnetic energy that fuels the Aloha spirit flows. 100% of the profits generated from our brand will be reinvested back into the community. By supporting the Black Rock Built ohana, you're not only getting unforgettable experiences or items to represent your love of Maui, you’re also giving back to the local community fueling the spirit of Aloha that makes this magical island so special.

We are Black Rock Built, meaning that we are built on the Aloha spirit, anchored in timeless tradition and Ohana.


ABOUT THE BLACK ROCK EMBLEM

When creating the brand, Black Rock Built, my thoughts kept returning to a picture my mom had taken. As a professional photographer visiting Maui for the first time, she wanted to capture through photographs what people did at Black Rock. After observing the adventure seekers scrambling up the rock cliff and jumping off into the water below, she asked if I would be willing to jump as she photographed me. Hesitantly but dutifully, I agreed. I swam out, climbed Black Rock, then looked over to her in the distance. I gave her a nod and she signaled back. I took the leap. She took the shot. It was incredible. She would later go on to win several awards for that photo titled, "Fear Is The Thief Of Dreams".

When looking at that photo, which eventually became our emblem, I couldn't help but feel united with the Hawaiian warriors that had leaped before me. Throughout my time on Maui over the past 20 years, I have gained a deep respect for the people and the land. There seems to be a force inspiring people to connect to something infinitely better. A connection that is the spirit of Aloha. A connection that is ohana. A connection that is Black Rock Built.