Welcome to DEA, where the spirit of aloha finds new life and deeper meaning. DEA started as a simple, familiar saying, a part of our everyday lives, especially for those who grew up with Hawaii’s fishing and hunting culture. Inspired by Duke’s early use of “DEA” as an expression of success—whether it was catching fish, landing a pig, or simply celebrating life’s small victories—the phrase quickly became more than just a catchphrase. Today, DEA has evolved to embody the essence of aloha in all we do: Do Everything Aloha.

At DEA, we believe that aloha is a way of living, an attitude that extends beyond words. For us, it’s about positivity, resilience, and community—a reminder to approach life with a full heart, whether we’re out on the ocean, deep in the mountains, or connecting with friends. You’ll see our friends flashing the signature “DEA” hand gesture to celebrate the moments that matter, each one a subtle but powerful nod to the aloha spirit.

So join us, whether you’re living for the thrill of the outdoors or just love sharing good vibes—let’s Do Everything Aloha, together.