Kona Brand
Kona Brand makes fun Winter flannels that mix traditional flannel feel with Hawaiian Aloha shirt style. From Marshfield, they created the original Flannel Aloha Shirt, bringing island vibes to cold-weather wardrobes.
The Story
Kona Brand is a Marshfield, Massachusetts-based apparel company famous for its innovative flannel Hawaiian shirts. Founded by Zach Will in 2018, the brand combines the cozy feel of traditional flannel with the vibrant, tropical flair of Hawaiian Aloha shirts.
The idea for Kona Brand was born during a late-summer beach trip in 2018, when Will noticed people wanting versatile shirts that worked for both casual and aloha settings. Each Kona Brand shirt features unique designs that blend New England flannel craftsmanship with island-inspired patterns.
Beyond fashion, Kona Brand is committed to giving back. Ten percent of every purchase goes toward finding homes for rescue dogs worldwide. The company has grown from a student-run business into a recognized name in casual apparel, with products shipped globally.
Key Facts & Metrics
Products & Services
Signature Sky Blue Flannel
A classic sky blue flannel Hawaiian shirt from Kona Brand. Soft, comfortable, and perfect for both casual outings and tropical vibes.
Signature Nantucket Red Flannel
The iconic Kona Brand flannel Hawaiian shirt in Nantucket Red. Combines traditional flannel warmth with Aloha shirt style for a unique look.
Red Kona Trucker Cap
A structured trucker cap featuring the Kona Brand logo. Adjustable snapback closure for a perfect fit. Show your Kona pride anywhere.
Company Timeline
2018 — Kona Brand Founded
Zach Will came up with the idea for Kona Brand during a late-summer beach trip with his father. The flannel Hawaiian shirt concept was born from that walk on the beach.
2019 — First Sales and Brand Launch
Kona Brand began selling Hawaiian-themed flannel shirts online, combining traditional flannel feel with Aloha shirt flair.
2022 — Regional Media Recognition
Kona Brand gained regional recognition through features in the Patriot Ledger and MaryLovesLocal, highlighting its Marshfield, Massachusetts roots.
2025 — Rescue Dog Mission
Kona Brand launched its 10% for rescue dogs program, donating a portion of every purchase to find homes for rescue dogs worldwide.