Origin Story
Born out of Maui, HI
Founded in Santa Cruz, CA
At Choke Stoke, we believe that clothing is more than just fabric—it’s a statement of purpose. Founded in Santa Cruz, our brand is built on the principle that business should be a force for good, prioritizing impact over income. Every piece we create carries the spirit of positivity, resilience, and community, embodying a movement that extends far beyond fashion. Through our sales, we support organizations that uplift and empower, ensuring that every purchase contributes to meaningful change. Choke Stoke is more than a brand—it’s a mindset, a commitment to doing good, and a reminder that success is measured not just in profit, but in the difference we make. Our mission is to inspire, connect, and give back, proving that a brand with heart can reach the world.
Hi - Thank you for visiting our page! Choke Stoke is more than just another brand, we are a movement for positivity! Born and raised on the island of Maui, Hawaii, I learned about the simple things in life. Be kind, embrace aloha and let others know in hopes that they would spread the same. Our mission is clear, amplify positivity and build others up. Every month we amplify a new organization that is doing good for the community. Proceeds from every sale is given back to our monthly amplification. Join us and support the movement.
"Choke" is Hawaiian pidgin meaning "plentiful, a lot, many and much". It was normal to hear "Bra, I caught choke waves!" After moving to the mainland after high school, choke people had a hard time understanding me but it never stopped me from spreading my stories and style with the people of the mainland. Trust me, I have Choke stories to tell!
"Stoke" is what you feel when you are happy, feel complete, experience something amazing or just simply having a good day. Stoke has been a part of California surf culture since the 1960's. Stoke is what you feel after an epic, perfectly firing wave or just a nice chat with a new friend or neighbor. Stoke is what you make it. Stoke is free.
The origin of Choke Stoke started in Santa Cruz, CA through the combination of a friendship between Kiara, a California native, and Nick a Maui born surfer. What originally started out as lost in translation, quickly evolved into a contagious statement "choke stoke" that left us all feeling a whole lot better. We found friendship through confusion and laughed when we both learned something new. The stoke was real and there was choke to go around.
Today, we carry "choke" aloha of the island with us and the "stoke" of the mainland, reminding others that the greatest moments in life are often the ones that come free from friends and nature. Choke Stoke is about embracing maximum positivity and letting others know. The waves may change, but the love for the ocean, the mountains, and the sense of community will always remain part of who we are.
Join us on this journey to change help others and contribute to the way we see and enjoy life. Help us spread the stoke and kindness. Throw up your shaka high and be proud of the way you feel. It's okay to let other's know how stoked you are...maybe they will join you!