Inspired by the awe-inspiring forces of the natural world, NO KA ‘OI takes its name from the Hawaiian word for excellent and is produced with the best in Italian design knowhow. Launched in 2014, the brand is informed by Founder and Creative Director Simona Finelli’s broad-ranging interests in fashion, contemporary art and wellness. The aesthetic is defined by an optimistic colour sense and exacting approach to cut and fit. Combining the ease of athleisure and the cool attitude of streetwear, No KA ’OI addresses the demands of an active, fashion-forward lifestyle.

NO KA’OI is a Made in Rilievi brand. The Rilievi Group, founded in 1991 in Bologna, Italy, is a leading company in handmade tailoring and embroidery for the haute couture industry working with major design houses in both Europe and America. NO KA’OI adapts its couture heirloom to elevate the details of each collection. The collections cover women’s fashion, active, and accessories.