What Tourists Are Wearing on Vacation in Hawaii and How Fashion Has Changed in Recent Years

Hawaii has long been a top vacation destination, attracting millions of tourists each year who come for its stunning beaches, tropical weather, and laid-back island vibes. As visitors step off the plane at Honolulu’s Daniel K. Inouye International Airport, one of the first things they notice is how fashion differs in the islands compared to their hometowns.

From classic Aloha shirts and board shorts to modern eco-friendly resort wear, tourist fashion in Hawaii has evolved. Many travelers are now embracing local trends, prioritizing comfort, and supporting sustainable fashion brands while exploring Waikiki Beach, Maui, Kauai, and the Big Island.

In this article, we’ll explore what tourists are wearing on vacation in Hawaii, how those trends have changed over time, and why many travelers are opting to purchase locally designed products rather than traditional souvenir shop clothing.

What Tourists Typically Wear in Hawaii

Hawaii’s tropical climate and beach-centered lifestyle make lightweight, breathable, and casual fashion essential. Whether strolling through Waikiki Beach, hiking Diamond Head, or enjoying a luau, tourists often prioritize comfort and function when choosing their outfits.

1. Beachwear: Swimsuits, Cover-Ups, and Board Shorts

Hawaii is all about the beach, and tourists come prepared with:

• Bikinis and one-piece swimsuits for lounging by hotel pools or at beaches like Lanikai and Waimea Bay.
• Board shorts and rash guards, popular among surfers and active travelers.
• Cover-ups, sarongs, and linen button-downs, making it easy to go from the beach to lunch in a local café.
• Reef-safe sunscreen and sun hats, as awareness of ocean conservation grows.

2. Casual Daywear: Lightweight and Breathable

Tourists opt for loose-fitting, breathable fabrics to stay cool in Hawaii’s warm weather. Common outfits include:

• Tank tops, crop tops, and T-shirts featuring tropical prints or surf-inspired graphics.
• Linen and cotton shorts that provide comfort in the heat.
• Sundresses and rompers, perfect for sightseeing or grabbing an açaí bowl in Waikiki.
• Slippers (flip-flops) or comfortable sandals, since Hawaii is a place where closed-toe shoes are rarely needed.

3. Evening Wear: Resort Chic & Luau Attire

Even though Hawaii is casual, many tourists enjoy dressing up for luaus, dinner cruises, or resort events. Evening fashion typically includes:

• Flowy maxi dresses and floral prints for women.
• Aloha shirts for men, which double as semi-formal attire in Hawaii.
• Lightweight pants or casual skirts paired with sandals.

The key takeaway? Tourist fashion in Hawaii is relaxed, colorful, and practical, blending tropical aesthetics with comfort.

How Tourist Fashion in Hawaii Has Changed Over Time

Fashion in Hawaii has always been influenced by global trends, local traditions, and environmental awareness. Here’s how tourist style has evolved in recent years:

1. The Shift Toward Sustainable and Eco-Friendly Clothing

In the past, many tourists would purchase cheap, mass-produced souvenir T-shirts and plastic flip-flops from stands or airport gift shops. However, in recent years, eco-conscious fashion has gained traction.

Today’s travelers are more likely to:

• Choose locally made clothing from Hawaiian brands rather than mass-produced souvenir shirts.
• Opt for organic cotton, bamboo, and linen for breathable, eco-friendly comfort.
  Wear sustainable swimwear made from recycled ocean plastics.
  Select reef-safe sun protection accessories, such as wide-brim straw hats and UV-protective rash guards.

Hawaii’s efforts to reduce plastic waste and protect coral reefs have influenced tourists to be more mindful of their fashion choices while visiting the islands.

2. Aloha Wear Has Become Trendier and More Modern

The Aloha shirt (Hawaiian shirt) has always been a staple of Hawaii fashion. However, while older generations of tourists may have worn bold, oversized floral prints, today’s visitors are choosing modern, minimalist designs from local brands.

Brands like Sig Zane, Roberta Oaks, and Kahala offer sleek, fitted Aloha shirts that blend tradition with modern style. Tourists looking for a stylish, high-quality souvenir often invest in one of these pieces rather than buying a generic, mass-produced Hawaiian shirt.

Similarly, muumuus and tropical dresses are evolving with more contemporary cuts, softer fabrics, and stylish silhouettes, making them a fashionable and comfortable choice for tourists.

3. Activewear and Athleisure Have Become More Popular

Hawaii’s outdoor lifestyle has led to an increase in athleisure and performance-based fashion among tourists. Today, you’ll see visitors wearing:

• Leggings and moisture-wicking activewear for sunrise hikes at Diamond Head or Koko Head.
• Hiking sandals or trail shoes, replacing the flimsy flip-flops of the past.
• UPF sun shirts and lightweight windbreakers for protection against sun exposure during long hikes or boat tours.

With more tourists embracing hiking, yoga, and adventure sports, Hawaii’s vacation fashion now includes a mix of island-inspired athleisure and performance gear.

Why Tourists Are Buying Locally Designed Products

A major shift in recent years is the rise in tourists purchasing locally designed fashion rather than opting for generic souvenirs. Here’s why:

1. Supporting Local Hawaiian Brands

Visitors are increasingly looking for authentic, locally made products rather than mass-produced T-shirts found in every tourist shop.
Popular Hawaiian fashion brands that tourists love include:

• Sig Zane Designs (traditional Hawaiian prints with a modern twist)
  Roberta Oaks (sleek, fitted Aloha shirts made in Hawaii)
  Kahala (one of the original Hawaiian surf brands)
  Manuheali‘i (stylish island-inspired dresses and muumuus)

By purchasing from local designers and boutiques, tourists can take home a piece of Hawaii’s culture while supporting Hawaiian artists and small businesses.

2. Higher Quality Over Souvenir Fast Fashion

Rather than buying a $10 generic Waikiki Beach T-shirt, many tourists are willing to spend more on:

• Handmade Hawaiian jewelry featuring shells, pearls, or lava rock.
• Locally crafted leather sandals and slippers that last longer than plastic flip-flops.
• Custom Aloha shirts and dresses made from premium fabrics.

This shift reflects a growing desire for meaningful, high-quality purchases rather than disposable fashion.

3. Ethical and Sustainable Shopping

Many travelers want to support sustainable fashion, and Hawaii’s local brands focus on:

• Eco-friendly dyes and fabrics
• Fair labor practices
• Reducing waste and plastic use

By shopping at local farmers’ markets, designer boutiques, and independent surf shops, tourists contribute to Hawaii’s economy while embracing sustainable fashion trends.

Final Thoughts: The Evolution of Tourist Fashion in Hawaii

Over the years, tourist fashion in Hawaii has shifted from basic beachwear and souvenir shop T-shirts to sustainable, stylish, and locally inspired outfits.

• Aloha wear is trendier than ever, with tourists choosing modern Hawaiian prints over cheap floral shirts.
  
• Athleisure and performance gear are growing in popularity as more visitors explore Hawaii’s hiking trails and adventure activities.
  
• Eco-conscious and locally designed products are replacing fast fashion, with more tourists shopping small Hawaiian brands over mass-produced souvenirs.

If you’re planning a Hawaiian vacation, remember to pack light, comfortable clothing—and consider supporting local businesses to take home an authentic piece of island fashion!