Heliaki

In the face of climate change and geopolitical tensions between major powers like China and the West, Pasifika people are disproportionately impacted yet persistently overlooked. Our communities are on the front lines, facing the disappearance of our homelands beneath rising seas and existential threats from potential wars. Despite these challenges, we remain invisible, a consequence of a legacy of colonization, militarization, and nuclear testing. These systemic issues have left us impoverished, under-educated, and ill-equipped to advocate for our needs and rights.

The issues we face affect approximately 6.1 million Pacific Islanders across diverse regions including the United States, its territories, Canada, the Pacific Islands, Australia, and New Zealand. Our community contends with the highest rates of socio-economic and health disparities of all ethnic groups in these regions:

• USA: Pacific Islanders have the lowest rates of entrepreneurship out of any other race, we also face a poverty rate significantly surpassing the national average, (US Census Bureau) (NBC)

• AUS: In the state of Victoria, Pasifika constitutes 0.1% of the population, yet accounts for 8.5% of the youth in detention centers. (JJIE).

• NZ: More than a quarter of children are living in poverty (UNICEF NZ). Additional data indicates more than half of the Pasifika population live in the most deprived areas of New Zealand (Pasifika Futures).

• Pacific Islands: 1 in 4 Pacific Islanders Live Below Basic Needs Poverty Lines. (AOSIS)

Addressing these systemic barriers requires culturally relevant intersectional interventions. Which is why we've created a unique solution that creates:

Visibility and Representation, Economic Opportunities, Cultural Connection, Advocacy and Mobilization

Heliaki is a disruptor. As a digitally native apparel brand, we use pop culture and storytelling to drive social justice for Pasifika communities. We target a diverse, global audience of Gen Z and Millennial consumers with our contemporary, graphic-focused streetwear and digital media. Our narratives and designs center on Pasifika resistance, telling stories of our culture, history, and futurism.

We operate as a direct-to-consumer (DTC) brand, powered by an e-commerce platform, integrated analytics, and social media. We also use the indigenous technologies of our people in modern ways such as wayfinding (that’s how we navigated to this fellowship), Talanoa (storytelling), and Heliaki (creation with hidden meaning).

Using these technologies, we:

Preserve The Culture: We perpetuate and preserve Pasifika culture and identity with our apparel designs and intentional storytelling, empowering Pasifika and helping them reconnect with their heritage.

Create Representation: We increase visibility and representation for Pasifika communities through pop culture. By centering Pasifika creatives and narratives in our digital storytelling, we target a global audience, creating awareness, building community, and establishing a platform for our causes.

Tauhi Vā (Nurture The Space): We facilitate cultural exchange that promotes understanding, appreciation, and allyship between Pasifika communities and the world through cross-cultural dialogue, co-design, advocacy, and storytelling.

Mobilize: We utilize our online community to digitally organize and mobilize for social impact. Through advocacy, we address social issues affecting Pasifika communities.

We are seeking the fellowship to grow our solution to include:

The Virtual Fale: Plans to create a virtual space to enable global and remote workforce integration.

Empowered Pasifika Workforce: Offers jobs and internships in creative (design and content) and manufacturing (sewing, screen printing/textile) printing, aiming to provide opportunities for Pasifika all over the world.

Build Capacity: We hope to provide equipment subsidies to expand our digital content creation and manufacturing capabilities and create opportunities for Pasifika contractors.

Be Good Ancestors: We hope to establish an accessible model of a brand incubator to help other Pasifika brands scale and achieve global reach using Heliaki’s successful model.

Digital Wayfinding: We aim to expand our technology to include advanced data analytics. This upgrade will enhance our ability to leverage algorithms, optimizing e-commerce and social media engagement. By better understanding our audience through data, we can improve marketing, personalize experiences and increase our social impact.

Demo Video: 

For the context of this fellowship, my project engages with the indigenous peoples (Pasifika) of the U.S. Pacific territories, including Kānaka, Kānaka Maoli, Kānaka Hawaiʻi, Kānaka ʻŌiwi from the The Kingdom of Hawaiʻi, CHamoru from Guåhan (Guam and the Northern Mariana Islands), and tagata Sāmoa from American Samoa. Despite U.S. governance, these communities are bound by their shared heritage in Moana Nui.

Tongan anthropologist Epeli Hauʻofa notably described our region as a 'Sea of Islands,' emphasizing the bloodline connections and kinship ties across the Pacific. Recognizing and reinforcing these bonds is vital for transitioning from a Western, individualistic framework to a collective cultural identity.

Our target demographic is Pasifika Gen Z and Millenials, spread across major diasporas and the islands themselves, who increasingly experience disconnection from their ancestral cultures due to globalization, Western cultural dominance, and systemic socio-economic challenges.

Heliaki uses its e-commerce website, data analytics tools, and social media to gather and respond to feedback directly from our community. We also enhance our understanding of communities' needs with established partnerships with local organizations and ngos.

We benefit our community with: 

Cultural Preservation: our apparel and storytelling incorporate Pasifika culture, history, and futurism, to  preserve and perpetuate Pacific Islander identity.

Representation: we increase visibility and representation for Pasifika communities in the global market by centering Pasifika creatives and narratives in our products and digital content.

Community Building and Advocacy: We digitally mobilize for social change, addressing social issues affecting Pasifika communities, advocating for justice, facilitating cross-cultural dialogue, and building community.

Economic Opportunities: Our future initiatives, such as creating a virtual workspace for workforce integration and providing equipment subsidies, will enable us to offer jobs, internships, and funding for Pasifika individuals to participate in our creative and manufacturing sectors. This will contribute to economic growth and skill development within Pacific Islander communities. Establishing a brand incubator will also help other Pasifika brands scale and achieve global success.

I am well-positioned to lead Heliaki, as my ancestors' wisdom is in my blood.

My lineage traces back to a chief wayfinder, Fulivai, whose name, 'Fuli-le-vai,' means ‘to turn the water/to make ripples’ in Samoan. This honored title, bestowed by Tu'i Tonga upon my ancestor, a royal navigator of the respected ‘Fokololo ‘oe Hau’ Navigators clan, is still held today by my cousin, Lord Tevita Fulivai. My family retains significant authority and respect throughout the Pacific. I share this not to boast but to illustrate the stark contrasts in my American identity and upbringing.

Being a product of the ghettos of Los Angeles County, nearly dropping out of high school, and eventually becoming a young homeless mother hardly seems fitting for the granddaughter of a Lord or a direct descendant of some of the world’s greatest mariners. But oh, what an irony that I found myself destitute in what is often called the ‘land of opportunity.’

Despite the many challenges and traumas I've faced, the wisdom and navigational skills of my ancestors have undoubtedly guided me to this point in my life.

It seems almost unreasonable: a fat brown woman with just a high school education, who once lived in a car, has now purchased a home as a single mother, been recognized as an activist, and dared to call herself an entrepreneur. And if all that wasn’t enough, she believes she can innovate streetwear and is worthy of recognition by the Massachusetts Institute of Technology. Sounds pretty kooky, doesn’t it?

I chose to start Heliaki with T-shirts because they're a staple in the hood, often the first venture into entrepreneurship for many urban innovators. T-shirts, familiar and non-threatening, serve as powerful mediums to introduce concepts like social justice, cultural awareness, and civil rights—critical yet often overlooked topics in our community.

I come from the community I serve, and this community deserves more than just one or two individuals who look like them achieving success through channels or paths that might seem too academic or out of reach. We need people within our community who reflect our experiences and disparities to become successful in a familiar cultural context, so that we have role models who can demonstrate what success, tenacity, and ingenuity look like to us.

That’s why I chose Heliaki as an intersectional solution to change lives and outcomes, using pop culture and apparel as the mediums for our work.

I am Celina Tupou-Fulivai. I'm here to turn the waters.

We launched a line of culturally relevant apparel, targeting refinement of our product and logistical operations. Our brand resonates particularly well with young adults aged 18-35 in the US, Australia, and New Zealand.

To date, we’ve processed over 1,800 orders and have grown an Instagram community of more than 28.5k followers. Our highest-reaching post organically engaged 232k. Magazines like Joy Sauce have featured our innovative approach.

We've established partnerships with nonprofits serving Pacific Islanders across Oregon, California, Washington, Hawaii, and Auckland, NZ. Our international mutual aid campaign effectively tested our impact and outreach capabilities during this pilot phase.

This pilot stage enables us to leverage global interest and refine our business model. Insights from our official website and the Pacific Climate Foundation underscore our mission's relevance in addressing climate change, reaffirming the necessity of our culturally resonant approach.

I am ecstatic to apply to Solve because: This opportunity is unparalleled! I’m an indigenous woman of color, I face challenges accessing social capital and resources. I respectfully aim to leverage every bit of expertise we can from your network.

Technical Assistance: We'd like to develop personalization algorithms, seamless omnichannel experiences, a mobile app, and influencer analytics for marketing. We’re also seeking assistance in creating a real-time analytics framework for managing inventory and customer interactions. We look forward to collaborating with tech innovators who can help bring these plans to life.

Manufacturing Strategy: We were truly inspired by one of your former solvers, Ella Peinovich of Soko. We're interested in adopting a virtual factory model for our manufacturing needs and would value guidance on how to implement this.

Financial and Legal: We need to find capital-efficient ways to scale and the right legal structure for our global operations. We’re eager for advice from financial and legal experts who can tailor their services to our needs.

Sustainability Challenges: We are seeking advice on how to integrate sustainable practices that are both practical now and scalable for the future. Access to sustainability experts who can guide us on circular economy elements would be invaluable.

Economic Resilience: Planning for economic downturns is crucial for us. We’d like to connect with strategists through Solve who can help us build resilience.

Networking Needs: We would greatly benefit from introductions to notable figures in sustainable fashion, along with connections to publicists, the UN, and government bodies to enhance our visibility and impact.

Cultural Strategy: Hoping for connections and mentorship from those who specialize in narrative change strategy. Input and guidance from cultural leaders and strategists at Solve, particularly from the Media Lab, would be tremendously beneficial.

I am a Pacific Islander Community Organizer.

Heliaki's innovation lies in our ability to integrate Pasifika stories into a fashion brand that doubles as a social advocacy platform. Using the power of global pop culture and fashion, we amplify our community by engaging a global audience and transforming consumers into advocates for social change. Our products, community building, and digital content make learning as accessible and simple as wearing clothing or browsing social media, utilizing the viral nature of pop culture to ensure our messages not only reach but also resonate.

Heliaki can change the fashion industry by showing that advocacy and commercial success are not mutually exclusive. It could also lead the fashion industry to engage more members of the indigenous community as ambassadors or consultants, especially in a cultural climate where authenticity and diversity, equity, and inclusion (DEI) are paramount.

Heliaki could fundamentally change how indigenous cultures are represented and integrated into the global market and societal consciousness. Its success could serve as a model or framework for initiatives across different cultures and regions.

Heliaki impacts Pasifika communities by blending storytelling with digital tools. We design and sell apparel that highlights Pasifika culture and heritage, which helps preserve our traditions and educate both Pasifika people and the global audience. This raises visibility for Pasifika cultures, addressing the issue of our communities being overlooked and marginalized.

We leverage social media and e-commerce to connect with younger generations and the diaspora,  making it easier to access and engage with our cultural education. By using storytelling methods like Talanoa and creating designs that reflect our cultural stories, Heliaki builds pride and a sense of identity within Pasifika communities. 

Our digital platform and collaborative efforts push for broader societal change. By engaging our online community and working alongside NGOs, we advocate for policy reforms and raise awareness about the social and economic challenges faced by Pasifika communities. This drives systemic change, improving the lives of Pasifika people and ensuring their stories and identities are recognized and valued worldwide.

Cultural Education

Objective: Increase global appreciation of Pasifika cultures through innovative digital integration of traditional knowledge and creative work.

Metrics: Annually produce educational digital content such as articles, videos, and webinars; analyze engagement (metrics like views, shares) as well comments; conduct audience surveys to assess impact and reach.

Economic Inclusion and Empowerment

Objective: Drive sustainable economic development within Pasifika communities via entrepreneurship and job training.

Metrics: Track the annual creation of job opportunities, contract opportunities, and entrepreneurial ventures within the community; implement and assess training programs, recording participation and completion rates; collect and analyze economic impact data focusing on income improvements and business startups.

Strategic Partnerships

Objective: Strengthen the rights and interests of Pasifika communities through advocacy networks and strategic global partnerships.

Metrics: Document the development and scope of advocacy; evaluate the effectiveness of these efforts on influencing policy changes, encourage community involvement, and boost public awareness;analyze feedback from partners and stakeholders to refine strategies.

Innovation and Resilience in Pasifika Communities

Objective: Increase resilience and innovation in Pasifika cultural enterprises by integrating sustainable practices and advanced technologies.

Metrics: Launch and monitor innovative and sustainable projects, measuring their impact on community resilience, particularly in environmentalism; track adoption rates of new tech and sustainable practices within community projects.

Intercultural Understanding and Cooperation

Objective: Facilitate intercultural dialogue and cooperation, building mutual respect and understanding through collaborative projects and exchanges.

Metrics: Organize and document a range of intercultural events or initiatives, measuring participation and diversity; use post-event surveys to evaluate participant understanding, respect, and satisfaction, aiming for continuous improvement.

Shopify

Instagram, TikTok, and Snapchat

Stripe

Klayvio

Google Analytics 

Adobe Creative Suite

We're digitally-native and serve a global audience. However we are currently headquartered in Washington State.

1 Fulltime

2 Part Time 

2

Product Offering

Heliaki offers a line of contemporary streetwear that incorporates Pasifika designs. These products appeal to consumers interested in socially concious fashion and cultural authenticity.

Distribution Channels

The brand primarily sells through an e-commerce platform, enhanced by pop-up events. Collaborations with educational institutions help extend its reach and impact.

Cultural and Educational Impact

Beyond fashion, Heliaki's products serve educational purposes, helping to preserve and promote Pasifika culture. This aligns with the interests of consumers who value products with cultural significance and social impact.

Revenue Generation

Heliaki generates revenue through direct sales, strategic partnerships, and educational initiatives, ensuring financial sustainability while maintaining its cultural mission.

Product Sales: We generate revenue from selling culturally themed apparel. Having processed over two thousand orders, we’ve confirmed strong market demand for our products.

Strategic Partnerships: We collaborate with educational institutions and cultural organizations to expand our reach and boost revenue. These partnerships also increase our brand visibility and support our mission.

Grant Funding: We will secure grants focused on social impact and sustainability. This funding supports manufacturing and sustains our operations.

Evidence of Success:

• Over 2,000 orders show our marketing works and people like the product

• Successful collaborations have enhanced both our brand recognition and financial health.

• We consistently obtain grants that help finance our cultural projects.

Future Strategy:We will enhance our online presence, strengthen partnerships, and pursue more grants to ensure we can fully cover our costs and continue our cultural initiatives.