About Mad Kahuna

Founded in 2009 as a humble surf shop in Malate, MadKahuna has evolved into a purpose-driven brand crafting customized apparel for diving and lifestyle sports. What started as a passion for the ocean and adventure has grown into a mission to empower communities, champion sustainability, and fuel athletic dreams.

  • Mission-driven craftsmanship

    MadKahuna is more than a brand—it’s a movement. By providing training and employment to house moms, out-of-school youth, and first-time workers, the company turns fabric into opportunity. Every stitch reflects their commitment to sustainability, with scraps repurposed into eco-friendly products to keep waste out of landfills.

  • Innovation with purpose

    From performance-driven sportswear to community-backed initiatives, MadKahuna supports local athletes and fosters active lifestyles. Their designs blend functionality with creativity, ensuring clients get gear that performs as boldly as their ambitions.

  • Vision for the future

    MadKahuna aims to redefine the global apparel industry—where every garment uplifts lives, protects the planet, and inspires a more inclusive, active world. By merging local craftsmanship with sustainable innovation, they’re not just making sportswear; they’re building a legacy of impact.

Our commitment to sustainability and social responsibility

At MadKahuna, sustainability isn’t just a buzzword—it’s a core value woven into every aspect of their business. From repurposing textile waste to supporting life-changing causes, the brand proves that sportswear can be a force for environmental and social good.

  • Giving back through purpose-driven products

    MadKahuna believes in "profit with purpose." A portion of sales from select products, such as their buoy lines, goes directly to meaningful causes. One example is their initiative to help fund dialysis treatments for individuals in need, turning everyday purchases into lifelines for the community.

  • Zero-waste craftsmanship

    Textile waste is a major environmental issue, but MadKahuna tackles it head-on by repurposing fabric scraps into new, functional products. Whether transformed into accessories, upcycled apparel, or eco-friendly gear, nothing goes to waste—keeping landfills cleaner while promoting circular fashion.

  • Ocean conservation and coral propagation

    Born from a love of the sea, MadKahuna actively supports marine conservation efforts, including coral propagation projects. Healthy reefs mean thriving ecosystems, and the co-founder, Krick Soriano, partners with individuals and groups who want to learn coral propagation. As a certified coral propagation teacher, she helps communities restore and protect underwater habitats—ensuring future generations can enjoy the ocean as much as they do.

  • Stay Mad. Stay Rad.