The Kahala story

Back in 1936, another innovator in the development of the Aloha Shirt was George Brangier (at left) whose company, Branfleet, later became Kahala Sportswear.

First developed in the early ‘30s as a "tourist attraction," Aloha shirts have their roots in the graphic, comfortable clothing that South Seas islanders have been wearing for hundreds of years.

Around 1935, a small-but-daring group of clothing manufacturers, including George Brangier of Honolulu, hit on the same idea near simultaneously. To make wildly colorful, "air-conditioned" short-sleeved shirts for tourists that would give them an immediate sense of relaxation, and going "Hawaiian." The shirts were also, as one clever Waikiki marketer observed, "Postcards you can wear." Branfleet and Kahala were born.

Aloha Shirts from Kahala trace their splashy history of Hawaiian shirts from their beginnings right after the Great Depression through their popularity with World War II American servicemen and into the "Golden Era" of Hawaiian tourism and garment manufacturing—from 1935 to 1955. The aloha shirt has come a long way over the years. What was once a colorful tourist memento has evolved into a prized art form combining fashion, style and an unabashed love for all things Hawaiian.

Kahala in the year 2009 is run by Dale Hope, who was born in Honolulu and has spent his life in and around Hawaii's garment industry. He inherited his parents clothing business when he was in his twenties. He is currently the General Manager and Creative Director for Kahala Sportswear. Widely recognized as an authority on Aloha shirts, he received the first Governor's Cup for "Hawaii Apparel Manufacturer of the Year" in 1987. He is also author of the "Aloha Shirt Book" which is the most influential authority on the subject.

One thing hasn’t changed about aloha shirts: They still make fabulous mementos of a Hawaiian vacation and tangible reminders of Hawaii’s famous aloha spirit.

Bright in color and full of vivid design, Hawaiian shirts are an immensely popular way to introduce yourself - and your clothing - at parties, the pool or the beach. They have become an international symbol of Hawaii. Although they continue to increase in popularity, Hawaiian tropical shirts are not a new trend or fad. In fact, the design of these shirts has been around for decades.

Hawaiian shirts got their start in the 1930s, when clothing manufacturers on the tropical Hawaiian islands decided to produce a cloth that had a design unique to Hawaii. Watumull's East India Store led the pack by hiring artist Elsie Das to create 15 hand-painted floral designs that were then printed onto silk. Unfortunately for the store, the designs were not supposed to be printed on heavy silk. Although the manufacturer did not print the shirts as had been requested, it turned out for the best - the heavy silk shirts became extremely popular in Hollywood. Movie stars, singers, and politicians all donned the prints. Harry Truman wore them frequently in the White House. In the movie ""From Here to Eternity,"" Montgomery Cliff, Burt Lancaster, Ernest Borgnine, and Frank Sinatra all wore Hawaiian shirts. The craze has continued on for years. Tom Selleck was always wearing Hawaiian shirts in ""Magnum PI.""

Hawaiian officials have certainly encouraged the Aloha shirt craze. In 1947, the Honolulu Board of Supervisors passed a resolution, encouraging city and county employees to wear Hawaiian shirts from June 1 to October 31 each year. Further, every Friday in Hawaii is considered Aloha Friday, when locals and tourists alike wear their favorite Hawaiian shirt or dress with pride. The islands even have an official Aloha Week, where thousands of people dress in Hawaiian pride.

Today, Hawaiian shirts continue to be a symbol of relaxation in tropical paradise. A simple lifestyle statement that by their very nature symbolize fun and a sense of carefree attitude.