Top photo by Amanda JS Kaufmann
On the sun-drenched south shore of Kauai, in the beach area of Poipu, you might stumble across a t-shirt with a sleeping seal and the words: “Hamau … ke hiamoe nei au.” Translation: “Shhh … I’m sleeping.” It’s cute, funny, and undeniably local. But behind that shirt—and behind the brand, Iliokai—is something much deeper: a heartfelt mission to protect the endangered Hawaiian monk seal. For here on Kauai, you might just stumble upon a real seal as well.
Founded by husband-and-wife team Matt and Amanda JS Kaufmann, ‘Iliokai isn’t just a brand. It’s a conservation effort first and foremost. The company’s purpose is simple and urgent: to help save one of the rarest marine mammals on Earth. Their shirts, hats, stickers, plush toys, and mugs are just the vehicle to get there. The products are designed to spark conversations, raise awareness, and fund real, on-the-ground efforts to protect these animals.
Matt and Amanda aren’t biologists or government officials. They’re local residents with a deep love for the island and a determination to help. Matt volunteers with the Hawaiian Monk Seal Response Team and serves as the Kauai coordinator for Surfrider’s Ocean Friendly Restaurants program—though he jokes that it’s all just a good excuse to spend more time at the beach. Amanda, a writer, artist, and educator (and monk seal volunteer too), contributes her talents to conservation outreach and seabird protection while also hanging out with her cat and crocheting in her downtime. But behind the lightheartedness is a serious commitment to protecting Hawaii’s endangered monk seals. That’s what makes ‘Iliokai different. It’s grassroots, homegrown, and hands-on, with every dollar earned going right back into the cause.
The name ‘Iliokai comes from the Hawaiian term for monk seal: ‘īlio holo i ka uaua, or “dog that runs in rough waters.” Locals often shorten it to “‘ilio kai”—literally, “sea dog.” Matt and Amanda chose it as a tribute to the seal’s cultural and ecological importance.
Photo by Amanda JS Kaufmann
‘Iliokai’s logo is based on an actual seal pup (RS10) born on Kauai in 2023. As part of her monk seal volunteer role, Amanda spent weeks observing him during “pup watch,” documenting his development from a newborn to a playful “weaner.” One of her photos captured his curious, chonky charm, and when Matt was organizing the first Kiahuna ‘Iliokai Invitational golf tournament later that year, that image sparked an idea. Amanda sketched RS10 in a simple, endearing style, and that drawing became the official logo—first for the tournament, then for ‘Iliokai itself. Today, RS10’s likeness now appears not only on merchandise but also in the form of a soft, hand-sized plush toy, reminding customers that behind each product is a real animal, fighting to survive.
RS10 during transport and release: Photographs © The Marine Mammal Center NOAA permit #24359.
That connection became even more personal when RS10 ran into trouble just a few months later. In March 2024, he was found with a swallowed fish hook—a life-threatening injury that sadly isn’t uncommon for monk seals. RS10 was flown to the Ke Kai Ola, a hospital on the Big Island that specializes in treating injured, sick, and stranded monk seals. Operated by The Marine Mammal Center, Ke Kai Ola is the only facility of its kind in the islands, offering critical medical care and rehabilitation that often means the difference between life and death for these endangered animals. The expert team at the hospital was able to remove the hook from RS10’s esophagus, leading to his full recovery and safe release back into Kauai waters. His rescue brought home the stakes of ‘Iliokai’s mission. RS10 isn’t just a logo or a plush toy—he’s a living reminder of why this work matters.
Hawaii’s State Mammal, the Hawaiian Monk Seal
Hawaii’s monk seals are found nowhere else in the world, and their population numbers around 1,600 today, less than half the number scientists would consider stable. Unlike other seal species that migrate or travel widely, Hawaiian monk seals spend their entire lives in Hawaiian waters, foraging along coral reefs and resting during the day on the shores. They play an important ecological role in maintaining the balance of nearshore marine environments, yet their numbers remain perilously low. Most of the population lives in the remote Northwestern Hawaiian Islands, but an increasing number are being born and raised in the main Hawaiian Islands, including Kauai.
The seals themselves are a frequent sight on Kauai’s beaches. They seem to appear almost magically—lounging on the sand, rolling in the surf, even giving birth in full view of awestruck beachgoers. But despite their calm and docile demeanor, Hawaiian monk seals are highly vulnerable to human disturbance. Seals can be easily stressed by people trying to take selfies too close, kids shouting, or dogs running off-leash. These encounters aren’t just inconvenient—they can be dangerous. In some tragic cases, repeated human interference has led to mother seals abandoning their pups, an outcome that’s often fatal for the young.
The threats don’t end there. Entanglement in fishing gear continues to be a leading cause of injury and death, with discarded nets and monofilament lines posing silent hazards beneath the surface, especially for the pups. Plastic pollution adds another layer of danger, as ingestion of marine debris can cause serious internal damage or starvation. Climate change is shrinking critical shoreline habitat and disrupting the availability of prey as ocean temperatures rise. And toxoplasmosis—a disease spread through cat feces that can wash into the sea—is emerging as a deadly new threat to seals.
That’s where ‘Iliokai steps in …
Despite all these challenges, Matt and Amanda believe in the power of steady, grassroots action. Every rescued seal, every educated beachgoer, every dollar raised through ‘Iliokai merchandise helps tip the balance. Profits from ‘Iliokai are funneled straight into the hands of those working on the front lines to save Hawaiian monk seals. The organization donates its proceeds to the Ke Kai Ola hospital to help fund the medication, staff, and facilities that provide a vital safety net for one of Hawaii’s rarest native species. They’ve chosen to fund this mission not through grants or donations, but by building a small business that gives people something meaningful to wear, gift, or carry home.
Just as critical as the fundraising is the education. ‘Iliokai uses every tool available—social media, signage, community events, and even product labels—to help teach people what to do and what not to do around seals. They promote coexistence where we can help the seals thrive and still enjoy our shore activities: from sunbathing to fishing. The message is simple: give seals space, respect their wildness, and when in doubt, call the Hawaii Marine Wildlife Hotline (1-888-256-9840—add it to your contacts!).
It’s this everyday advocacy that sets Iliokai apart. They’re not just raising money; they’re raising awareness. Every purchase transforms customers into partners in conservation. Matt likes to say that Iliokai’s products are “sneakily educational,” but people also buy them because, quite simply, they look good. The designs are attractive, the shirts are soft, the hats are stylish, and the seal plushies are super cute and a big hit with kids. ‘Iliokai also supports local businesses by utilizing Kauai printers and embroiderers for a lot of their products.
The brand’s reach is growing. Through their website, ‘Iliokai products are now shipping across Hawaii and the US, and even internationally through their Etsy shop. Local retailers in Poipu and elsewhere on Kauai have started carrying their gear. Visitors who see a seal one day on the beach can buy a shirt the next—and in doing so, become part of the effort to protect them. It’s an elegant loop: awareness leads to action, which leads to funding, which leads to more protection, which leads to more seals.
Iliokai Retail Partner List
- Ha’upu Outpost in Koloa
- Cove Poipu Beach in Koloa
- Poipu Surf in Koloa
- Brennecke’s Gift Shop in Koloa
- The Village Market in Port Allen
- Kilauea Surf & Skate in Kilauea
- Backdoor Surf Shop in Hanalei
- Hawaiian Artisans in Koloa and Kapa’a
While their business is garnering attention, Matt and Amanda are quick to point out that ‘Iliokai is just one of many ongoing efforts tackling the many challenges facing the seals; from projects that are removing tons of marine debris from the Pacific to the network of volunteers that keep watchful eyes on the seals around the islands. The good news is that thanks to efforts like these, the population is now on an upward trend. More seal pups are surviving into adulthood. Sick and injured seals have a better chance at survival. Beachgoers are learning to pause, step back, and admire from a respectful distance.
And in the end, that’s what the Hawaiian monk seal needs—not grand gestures, but steady and considerate guardianship. The kind that comes from people who care enough to build something real and lasting.
So the next time you see one of those shirts, remember what’s behind it. Not just a product, but a promise—to protect, to respect, and to give back to the land and ocean that make Hawai‘i home.
How to Help
- You can learn more and shop at www.iliokai.com.
- Follow ‘Iliokai on Instagram @iliokai_kauai and tell all your friends too. Post pictures of yourself wearing your ‘Iliokai gear and tag @iliokai_kauai.
- Volunteer to be a seal monitor. On Kauai, the task force is run by the Hawaii Department of Land and Natural Resources (DLNR) in collaboration with NOAA. No formal background or experience is needed, and the group is always on the lookout for new recruits. Reach out at kauaiseals@gmail.com.
- Join a beach cleanup to remove washed up marine debris, which poses an entanglement threat to monk seals and other wildlife. There are multiple organizations on Kauai that do regular cleanups. These include Surfrider Kauai, Friends of Kamalani, and Ho’omalu Ke Kai. You don’t need to be a Kauai resident—more and more visitors are joining cleanups during their Kauai vacations.
- Report sick, injured, stranded, or dead marine mammals (seals/dolphins/whales) or sea turtles, to the statewide NOAA Marine Wildlife Hotline: 1-888-256-9840.
- Report illegal or suspicious activity to 1-800-853-1964 or 1-808-643-DLNR (3567).
Email detailed photos/videos to RespectWildlife@noaa.gov.
PHOTOS: Amanda’s photography entries in the Kauai Society of Artists Washed Up show highlight the challenges that Hawaiian Monk Seals face by showing the marine debris that continuously lands on Kauai’s shores.
