Selling Outdoor Apparel With Soul

SoulTrek’s Jacinda Elias. Photo courtesy Jacinda Elias

Jacinda Elias, president and owner of SoulTrex, says her passion for our natural world fuels her work.

“I wouldn’t be any good at what I do without that passion,” she says.

Elias opened the doors to SoulTrex, a one-of-akind store located in Windward Mall specializing in eco-friendly outdoor apparel and equipment for those of any age with a love for all things nature and adventure. Now celebrating its one-year anniversary, SoulTrex has been garnering quite a hype.

“We have become so disconnected from our natural world and each other, given technology, survival, politics, etc., I wanted to inspire people to reconnect with nature and each other to change our world for the better,” Elias says. “We do this by providing very cool, high-quality and great-valued outdoor gear, clothing and shoes, as well as educating folks through workshops and discussions about how to take care of our environment, our families and each other.”

SoulTrex is a member of 1 percent for the Planet and also dedicates another 1 percent of its revenue to programs that get the keiki active and outdoors.

“The ambiance of the store itself use of reclaimed wood from Reuse Hawaii for our fixtures, Hawaii nature shots by Linda Awana, along with the lineup of cool ecofriendly gear, plus the climbing wall really excites and inspires people to get out again and go camping with their families, hike trails they never considered before or take up hiking and trail running for exercise,” says Elias, who formerly worked as a business insurance professional, owning and managing insurance agencies.

Popular store products range in price from $3 for sporks (spoon, fork, knife combo) to $100 or more for Vibram Fivefinger shoes, backpacks, tents and child carriers.

Elias, a Punahou grad who later went on to earn a degree in psychology from Occidental College, hopes to expand product offerings, workshops and training in the near future.

“We want to grow our partnerships with important outdoor/environmental organizations, and have more visibility and sponsorship of outdoor events. We want to be a beacon of light for folks who know the world can be a much better place,” she states. “Nothing stretches and grows me more than running my own business and raising my son. It’s rewarding connecting with customers and serving them.”

So go ahead, take a breath of fresh air, venture to SoulTrex and swap travel tales with other outdoor fanatics it does the body good!

Visit or “like” SoulTrek Inc. on Facebook.