Born with Aloha for our Lāhui

Our Roots & Founder

Hula Is Life began long before it became a brand — it began as a calling.

In 2010, Gabe Spencer stepped into the world of hula under the guidance of Kumu Hula Kaleo Trinidad, a respected cultural leader who shaped his understanding of discipline, expression, and cultural responsibility. What started as curiosity quickly became devotion, leading Gabe to compete on some of the most respected stages in the hula world — including the prestigious Merrie Monarch Festival — and perform internationally as a cultural ambassador of Hawaiʻi.

Along this journey, he met Jaimie Spencer, whose own accomplishments in hula and deep cultural knowledge strengthened the foundation of what Hula Is Life would one day become. With experience competing for Miss Aloha Hula and performing for audiences across Hawaiʻi and beyond, Jaimie brought a powerful blend of artistry, culture, and heart to the partnership.

Together, Gabe and Jaimie built more than a brand — they built a community rooted in movement, humility, and aloha. Their shared story honors the kumu who taught them, the traditions that guide them, and the people who continue to breathe life into hula today.

Hula is not just a dance. For them, it is identity, language, and connection — and it’s that spirit they carry forward in everything Hula Is Life creates.

Hula honors the ʻāina and akua — a living connection between spirit, culture, and breath.

Through rhythm and movement, hula keeps our traditions alive and language spoken from generation to generation.

Each gesture in hula reflects intention — carrying meaning, respect, and the heartbeat of Hawaiʻi.

In hula, the past and present meet — preserving stories while creating new ones with every performance.

Hula is identity in motion — a way of remembering who we are, where we come from, and what we carry forward.

How the Brand Started...

Hula Is Life began with a belief that hula isn’t just performed — it’s lived. Through travel, training, and community, we saw how deeply hula shaped identity, connection, and daily life. We wanted to share that feeling beyond the studio and stage.

Apparel became our medium because clothing carries stories. What we wear sparks conversation, expresses pride, and connects us to each other. With that purpose, Hula Is Life was created to unite dancers, cultural enthusiasts, and island lovers everywhere.