Aloha attire - the quintessential Hawaiian look. Some say it sprang from the early missionaries’ attempts to cover up the native population with western dress, but the famous Aloha Shirt was first made and marketed in Honolulu by merchant Mr. Ellery Chung to use an abundance of left-over kimono fabric. He went on to register the Aloha trade name in 1936 and create the term Aloha Shirt with a Honolulu Advertiser saleperson.

The rest, as they say, is history. The shirts quickly became an instantly recognizable symbol of the relaxed and colorful lifestyle in all the Hawaiian Islands, including Maui. Colorful, comfortable and cool, the aloha attire is found in the board rooms of business, in the halls of the state legislature, in five star restaurants and local bistros, as well as semi-formal events including weddings, birthday parties and funerals.  The aloha shirt is accepted, and expected, attire on Maui. Enjoy - it’s a wonderful thing!

Keep it aloha. Keep it colorful. Keep it Maui.

- Haole Anna, Paia