Route 99 was born on the North Shore of O’ahu where Kamehameha Highway becomes Route 99. The brand, Route 99, started with only two designs at a booth at the Hale’iwa Farmers Market. Since then, it evolved organically — in part by listening to its loyal and local customers and vendors who continue to ask for new designs.
Route 99 embroiders each of its Hawaii-inspired designs one by one on the North Shore of O’ahu. Individual caps are placed on their embroidery machines, thread colors are selected that complement the various cap styles, and its team ensures that each product is carefully trimmed and made ready for the highest customer satisfaction. They carry hundreds of different cap styles, designs, and colorways — from the ever-popular Floral Snapback to hand-painted and hand-stitched hats, to traditional yet fun baseball caps. Their designs are inspired by the land and ocean around.
Not being of Hawaiian descent, the brand is named after the highway that brought the founders to the North Shore of O’ahu, where the local community showed them great aloha, welcomed them, and helped them navigate through patches in their lives. In turn, the brand has made it its mission to keep sharing aloha and giving back to the community. They work with Hawaii designers, Lauhala weavers, and other local vendors. They make sure to always treat their workers fairly, be respectful towards the environment, and be transparent with their customers. They have several, ongoing, and developing partnerships with the Native Council for Native Hawaiian Advancement, Kahuku Schools, AccesSurf, and Friends of Sunset Beach. Route 99's Acts of Aloha campaign features stories of people being impacted by acts of kindness to inspire further acts of kindness.