Behind the Brand

We're excited to share our story with you, from our journey and values to the inspiration behind our unique offerings. Learn about the journey and vision behind our brand's dedication to a more mindful lifestyle.

When Aamion and Daize Goodwin traveled the world with their toddler and newborn in 2011, they carried stickers with a simple, powerful statement: Slow Yourself Down. People everywhere resonated with the message. From there, Slow Yourself Down was born. In 2013 they bought a shave ice truck in Hanalei and went to work. It was new territory. They'd been professional athletes for over a decade. Then they thought, let's make a few Slow Yourself Down shirts and see if they sell. They sold. A little storefront grew off the back of the truck, and the reminder to slow down started traveling home with visitors from all over the world.

Nestled in the heart of Hanalei, the Slow Yourself Down compound is a little hub of creativity and community. It began with the Wishing Well Shave Ice truck, a beloved local fixture. From there the vision grew: the Slow Yourself Down retail store, and a few steps away, the Wishing Well Coffee & Tea House. Murals by artist Kevin Ancell cover the walls, so the whole place reads like a living gallery. Walk through and you can feel the care in every detail, from the murals telling stories of local culture to benches and tables milled from local wood. It's a place where visitors are invited to slow down and savor the moment.

Art is woven into the fabric of Slow Yourself Down. The compound itself is a living gallery, with hand-painted murals by Kevin Ancell throughout. It goes deeper than the walls. Every piece of clothing carries original art drawn in-house, the coffee house menus are illustrated by hand, and even the jar recipe book is a canvas. It's not decoration for decoration's sake. It's an invitation to notice the beauty in your surroundings and in the details of everyday life.

From thoughtfully crafted products to the compound in Hanalei, everything we do is an invitation to slow down and savor life's simple pleasures. Thanks for being part of the story.