Iconic Hawaii Local Brands You Need to Know

Iconic Hawaiʻi Local Brands That Define Island Life

When you think of Hawaiʻi, images of aloha shirts, comfort food plates, and tropical cookies might come to mind. Beyond its beaches and cultural heritage, the islands are also home to unique local brands that have become icons in their own right — shaping fashion, food, and everyday island life.

Some of these names have expanded internationally, while others remain closely tied to their island roots. Together, they tell the story of Hawaiʻi’s creativity, resilience, and community spirit. Here’s a look at seven iconic Hawaiʻi local brands that continue to define island living.

1. Hilo Hattie – The Store of Hawaiʻi

For decades, Hilo Hattie has been synonymous with aloha wear. Founded in 1963, the brand grew from a small shop in Hilo to become Hawaiʻi’s largest manufacturer and retailer of aloha apparel and souvenirs. Known for its bold, colorful prints and affordable fashion, Hilo Hattie earned a reputation as the go-to stop for visitors seeking matching family aloha shirts and dresses.

At its peak, the company served millions of customers annually. Today, though smaller, Hilo Hattie remains a nostalgic favorite, representing a bridge between the golden era of aloha wear and Hawaiʻi’s modern fashion scene.

2. Big Island Candies – Premium Cookies and Confections

Established in 1977 in Hilo, Big Island Candies is renowned for its hand-dipped shortbread cookies and premium chocolates. Every treat is crafted with care, often featuring local flavors like macadamia nut, Kona coffee, and tropical fruit infusions.

A trip to their Hilo flagship store is a must-do for visitors, offering behind-the-scenes views of candy-making and generous samples. Big Island Candies is also beloved for its luxurious packaging, making it one of the most popular gift options from Hawaiʻi.

3. Honolulu Cookie Company – Pineapple-Shaped Shortbread

Few local treats are as recognizable as the pineapple-shaped shortbread cookies from Honolulu Cookie Company. Founded in 1998, the brand quickly became a staple for Hawaiʻi visitors thanks to its buttery, bite-sized cookies dipped in chocolate and infused with island flavors like lilikoi (passionfruit), coconut, and mango.

Their signature pineapple shape symbolizes hospitality, making the cookies both delicious and meaningful as souvenirs. With retail stores across Hawaiʻi (and in Las Vegas and Guam), Honolulu Cookie Company has firmly established itself as one of Hawaiʻi’s most giftable brands.

4. L&L Hawaiian Barbecue – Hawaiʻi’s Local Food Ambassador

What started as a small dairy drive-in on Liliha Street in Honolulu has grown into an international franchise with over 200 locations worldwide. Founded by Eddie Flores Jr. and Johnson Kam in 1976, L&L Hawaiian Barbecue introduced the Hawaiian plate lunch to the world.

Staples like chicken katsu, BBQ beef, kalua pork, and loco moco served with rice and mac salad have made L&L a favorite not only in Hawaiʻi but also in the continental U.S., Asia, and New Zealand. L&L represents the flavors of local comfort food in a way that’s accessible to everyone, far beyond the islands.

5. Zippy’s – Hawaiʻi’s Favorite Diner

If there’s one restaurant chain that embodies everyday Hawaiʻi life, it’s Zippy’s. Founded in 1966 by Francis and Charles Higa, Zippy’s is famous for its chili, saimin, plate lunches, and bakery items.

Zippy’s locations double as both casual sit-down restaurants and bakeries, serving as community gathering places across Oʻahu (and now on Maui and in Las Vegas). Whether it’s a midnight craving, a quick breakfast, or a family dinner, Zippy’s has been the reliable local favorite for generations.

6. Sig Zane Designs – Modern Hawaiian Print Fashion

Founded in Hilo in 1985, Sig Zane Designs elevated aloha wear to a form of art and cultural storytelling. Unlike the mass-produced prints of earlier decades, Sig Zane’s designs are deeply rooted in Hawaiian culture, with patterns inspired by native plants, landscapes, and traditions.

Every design carries a cultural meaning, often tied to genealogy and place, making each piece more than just fashion. Today, Sig Zane is recognized globally for authentic Hawaiian fashion that honors tradition while embracing modern style.

7. Island Slipper – Handmade in Hawaiʻi Since 1946

Island Slipper is one of Hawaiʻi’s longest-standing footwear makers, crafting handmade slippers (flip-flops) on Oʻahu for nearly 80 years. Established in 1946, the company is known for using premium leather and durable materials, elevating slippers from casual beachwear to stylish everyday footwear.

Their motto, “Made in Hawaiʻi since 1946,” reflects both quality and tradition. Island Slipper remains one of the few footwear brands still manufactured in the U.S., keeping alive a piece of Hawaiʻi craftsmanship in a globalized market.

Why These Brands Matter

These brands are more than just companies — they’re cultural ambassadors of Hawaiʻi. From cookies shaped like pineapples to aloha shirts printed with native designs, each reflects the spirit of aloha, innovation, and resilience.

• For visitors, they’re touchpoints of local culture to bring home.
• For locals, they’re everyday staples and symbols of pride.
• For Hawaiʻi’s economy, they represent successful businesses rooted in community values.

Final Thoughts

From Hilo Hattie’s aloha wear to Island Slipper’s handmade footwear, these brands showcase Hawaiʻi’s unique ability to merge tradition, innovation, and lifestyle. Whether you’re shopping for cookies, dining at Zippy’s, or wearing Sig Zane’s iconic prints, you’re participating in the living story of Hawaiʻi.

Supporting these brands means more than just enjoying quality products — it’s about connecting with Hawaiʻi’s culture and history in an authentic way.