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Operation Liberation: The Aloha Wear Revolution

Updated: Mar 30, 2021

In the 50th State we like to get a head start on our weekends. Before there was ever a casual Friday on the U.S. Mainland, there was Aloha Friday In Hawaiʻi. But who started Aloha Friday and why?

In 1962, a campaign was launched by local designers called "Operation Liberation." The goal was to free Honolulu business men from their suits in the hot summer months and to support our local fashion industry. In 1967 Aloha Fridays became officially recognized by the state. Representatives revolutionized Hawaiian men’s wear forever when they first wore aloha shirts to the State Capitol.

Today of course, aloha shirts have become acceptable business attire throughout the whole week and nearly any occasion. It has remained a staple in the wardrobe of men across the islands until today. But what about women? Women go to work on Fridays, and women of Hawaiʻi had been wearing variations of mu'umu'u for over 100 years before an Aloha Shirt was ever made.

Perhaps we are in need of another Operation Liberation which invites women to join this weekly celebration. Whether it is a mu'umu'u, a modern style aloha dress, or aloha shirt-- women can’t leave Aloha Fridays up to men alone.

Are you are a wahine that loves Fridays? Share your Aloha Friday look with us on IG and Facebook!

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