Honolulu's streetwear scene is about much more than what people wear, it's a reflection of identity, history and community. A new study by University of Hawaiʻi at Mānoa fashion scholars shows how local street style blends surf influences, homegrown brands, and Native Hawaiian culture tell a deeper story about place and belonging in Hawaiʻi.
"Our research shows that Honolulu streetwear is not just a copy of mainland trends; it's a unique blend rooted in our island's diverse culture," said Mark Oandasan, study co-author and College of Tropical Agriculture and Human Resilience (CTAHR) graduate who majored in fashion and design and is a UH Mānoa lecturer on the topic. He dove deep into the roots of the state's street wear along with CTAHR Professor Andy Reilly in "Honolulu Streetwear: A Look into Aesthetics, Style, and Culture," recently published in Fashion Studies .
The team's research offers a comprehensive look at how Hawaiʻi residents express themselves through contemporary dress, moving beyond the prevalent focus on aloha wear.
The researchers call this expression 'Moke style,' which they define as a powerful visual language born from the islands' blend of outdoor living, a strong sense of community, and an understated pride in Native Hawaiian heritage.
"The emergence of 'Moke' style highlights how local identity, including Native Hawaiian culture, shapes what people wear on our streets," said Oandasan, who grew up in Hawaiʻi. "It's a tangible representation of 'local boy' identity, reflecting a connection to the land, community and the unpretentious spirit of island life, subtly weaving in threads of Native Hawaiian cultural values like respect for the ʻāina (land) and the importance of ʻohana (family)."
Bridging the gap
The study assessed the challenges posed by Honolulu's geographic isolation. While this distance can hinder the rapid influx of new fashion styles, social media has emerged as a crucial tool for local streetwear brands. Platforms such as Instagram and TikTok allow these brands to increase their accessibility and awareness among consumers, bridging the gap created by their remote location.
Expanding fashion research
Oandasan and Reilly hope their research highlights the value of understanding the cultural roots and diverse identities shaping Honolulu's evolving streetwear scene. They also encourage continued exploration of the vibrant fashion movement in Hawaiʻi.
Oandasan continues to explore local style and culture through a collaborative fashion and design entrepreneur series with the Pacific Asian Center for Entrepreneurship at the UH Mānoa Shidler College of Business .
The post Beyond the Aloha Shirt: UH study dives into Honolulu streetwear identity first appeared on University of Hawaiʻi System News .
