AFA AH LOO.

AFA AH LOO. Fashion design house in Salt Lake City, Utah. For serious inquiries please email [email protected]

L E G A C Y. I’ve been thinking a lot about Afa’s legacy lately. I knew how much people love and look up to him, but eve...
04/30/2026

L E G A C Y. I’ve been thinking a lot about Afa’s legacy lately. I knew how much people love and look up to him, but even I wasn’t aware of HOW vast his network is and the support and love for us has been overwhelming. I’m truly so grateful for all of you.

It’s been interesting to try and describe Afa to people who never had the joy of meeting him and who sadly never will be able to either. How do you describe how magnetic his personality was and the depth of who he was a person? How do you explain how much he meant to so many communities and to every single person he met at the same time? How immediately he’ll be your best friend and defend you or anyone who wrongs you? The amount of work he put into anything and everything he did- down to caring about every small detail. How great his laugh was that I miss so badly. How loving and forgiving he was even to people who didn’t deserve it. How much he stood for the underdog and worthy causes. How humble he was. He never strayed from being himself- always so proud to be Samoan and never did anything for appearances or recognition. How much he loved his family and his babies. His unique sense of humor that would roast you but not in a rude way and have you laughing and agreeing with him at the same time. Anyone would say that their loved one was kind, loving, funny, or served others, but as with everything else, Afa always took things to an “extra” level.

So I’m curious, what does Afa’s legacy mean to you? How would you try to describe him to someone who didn’t know him? What does he mean to you?

A quote from Hamilton says “What is a legacy? It’s planting seeds in a garden you never get to see.” Unfortunately none of us get to see the fruits of our own legacy, but Afa sure built a beautiful garden that I will always work hard to maintain. It’s only fitting that he loved plants and gardening as much as he worked to plant the seeds of his unknowingly large legacy. Afa didn’t just build any regular garden of course, he built an incredibly expansive and detailed landscape that has given us all of you. Thanks for being here and for caring about him and about us. We are all part of his legacy together. ❤️

03/10/2026

Had there been proper planning, organization, and foresight: trained security at a large gathering such as this one would have been in place. It is unfortunate in the biggest sense of the word, that Matt Alder was an untrained “volunteer,” who chose not to follow basic safety protocols—failing to properly assess and attempt to de-escalate the situation, before firing multiple shots at an individual whose gun was down and unloaded, with thousands of people in the surrounding area.

Decisions like this, made without proper training or judgment, carry irreparable consequences and put public safety at stake.

It is my sincere desire that my husband’s death will help all of us think about how we can make large public gatherings safer for everyone. There must be greater planning, accountability, and concern for safety when organizing large events and doing them well, including careful consideration of who is entrusted with responsibilities and how those events are managed.

For the sake of our community’s safety, we need to do better. It is time for all of us to care about public safety in order to help prevent tragedies like this from happening again.

Forever missing you my love ❤️‍🩹🤍

Statement and press conference in response to charges being filed against Matt Alder last week by the Salt Lake district...
12/14/2025

Statement and press conference in response to charges being filed against Matt Alder last week by the Salt Lake district attorney. Grateful for this first step towards justice and meaningful change.

“I am grateful to stand before you today as criminal charges are being filed against Matt Alder for the negligent manslaughter of my husband, Afa Ah Loo.
 
These past five months have been long, painful, and deeply frustrating as we waited for answers after Afa’s life was so carelessly taken in June. For five months, there was no accountability for actions or clarity as to how such a horrific incident would be addressed, nor remorse from Matt Alder himself for taking Afa’s life from us and from the world.
 
While the wait for justice has been difficult, I understand the need for a careful and thorough investigation in a case as legally complex as this one. I am especially grateful for the diligence and determination of the District Attorney’s office and its investigators which allowed them to reach a decision that I feel is both moral and just.
 
Today’s charges represent a significant first step in the right direction and establish a precedent that I hope will lead to a safer environment at public gatherings in the future. No one else should have to go through what me and my children have experienced, in the future.  It is my desire to help ensure that tragedies like this are prevented in the future, and that public spaces in our community remain safe.
 
I wish so badly that losing my husband Afa— who was an incredible father, advocate, creative, and champion for others— didn’t have to happen unnecessarily to raise awareness to this issue. The grief of losing him has been profound and overwhelming, and I am resolved to continue striving for meaningful justice and change and look forward to future cooperative efforts.”

11/09/2025

My husband Afa’s death was the result of individual, organizational, and systemic failures.

My intention with this lawsuit is to put MY words to action, to create impact for accountability, where responsibility was absent and where negligence cost my husband his life. We all deserve to be protected by responsible policies, organizations, and safeguards that prevent senseless and avoidable violence in public spaces.

Four months ago, Afa’s life was taken in the most undeserving way. My two children and I will have to live without Afa’s enormous love, infectious light, his booming laugh, and his bold and humble Samoan presence and positivity for the rest of our lives. He was a force. A force for good and a force to be reckoned with. The sign he was peacefully holding that day read: “The world is watching.” His reach was and is still worldwide, and the world is most certainly watching this moment in time. The world is watching the action in response to the senseless and irresponsible injustice that he never deserved- and that no one else deserves in the future. The world is watching how we ALL rise stronger together with our ACTIONS for responsibility, justice and meaningful change. Afa always stood for those who needed justice the most, and now I stand for him, on his behalf. For his sake—and for all of us— the world is watching.

Thank you for being there and for this video.

The World Is Watching.The family of The family of Fashion Designer Afa Ah Loo Killed at “No Kings” Protest in Salt Lake ...
10/29/2025

The World Is Watching.

The family of The family of Fashion Designer Afa Ah Loo Killed at “No Kings” Protest in Salt Lake City - Call for Transparency, Accountability and Reform.

Samoan fashion designer beloved by the global fashion community dies as City fails to produce key documents regarding event permitting and security.

Salt Lake City, UT – October 29th, 2025 – The law firm of Parker + McConkie, representing the family of Samoan, and American fashion designer Afa Ah Loo, today issued the following statement in the wake of his death during the “No Kings” protest in Salt Lake City on June 14, 2025.

“At age 39, Afa was a rising talent in fashion whose work celebrated his Samoan heritage, yet he was also a husband, a father and a beloved member of his community,” said Jim McConkie Partner at Parker + McConkie. “He should never have been caught in a deadly cross-fire at a permitted demonstration where basic oversight failed.”
The family of Fashion Designer Afa Ah Loo Killed at “No Kings” Protest in Salt Lake City - Call for Transparency, Accountability and Reform.

Many thanks to Lon Lovett for capturing this moment and releasing rights to the Ah Loo family.

Moemoana looking absolutely stunning in this burnt orange halter neck gown, with the aute(hibiscus) silhouette print. 😍🌺...
06/12/2025

Moemoana looking absolutely stunning in this burnt orange halter neck gown, with the aute(hibiscus) silhouette print. 😍🌺🧡

Final look for Miss Tausala America during the Miss American Samoa prize giving!
06/12/2025

Final look for Miss Tausala America during the Miss American Samoa prize giving!

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06/07/2025

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Miss Tausala America wearing another custom piece for the Miss American Samoa pageant!
05/31/2025

Miss Tausala America wearing another custom piece for the Miss American Samoa pageant!

Miss Tausala America wearing a custom puletasi to lunch with the governor of American Samoa and the First Lady!
05/30/2025

Miss Tausala America wearing a custom puletasi to lunch with the governor of American Samoa and the First Lady!

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