Hilo Hattie is more than just a brand name; it’s a piece of Hawaiian history. Born as Clarissa Haili in 1901, Hilo Hattie’s journey to fame was as colorful as the clothing her namesake brand would go on to sell. She started her career as a teacher in Hawaii, entertaining her students with her infectious humor and captivating hula routines. But it was her accidental performance of *When Hilo Hattie Does the Hilo Hop* in 1936 that transformed her life. This comedic twist on traditional hula dance charmed audiences so much that Clarissa decided to adopt “Hilo Hattie” as her stage name, quickly becoming an iconic figure in Hawaiian entertainment. Her lively persona resonated with locals and visitors alike, making her a household name on the islands and beyond.

As her fame spread, Hilo Hattie became a familiar face in films, television, and radio. By the 1940s, she was touring internationally, embodying the spirit of Hawaii with her distinct comedy hula and memorable performances. She even shared the screen with Elvis Presley in *Blue Hawaii*, further cementing her place in pop culture. Her warm, humorous approach to traditional Hawaiian performance made her a beloved figure during Hawaii’s golden age of tourism, symbolizing the aloha spirit for visitors around the world. Hattie continued to perform well into the 1960s, delighting audiences with her talent and charisma.

When the first Hilo Hattie store opened in 1965, the brand aimed to capture the same spirit that Hilo Hattie brought to her performances. Founded by Richard and Evelyn Margolis, the stores soon became a Hawaiian staple, known for vibrant, tropical-themed clothing that resonated with tourists and locals alike. Expanding beyond Hawaii and later acquired by Pomare Ltd., Hilo Hattie stores carried on the performer’s legacy by creating colorful, carefree clothing that celebrated Hawaiian culture. Through its vintage garments, each era of the Hilo Hattie brand tells its own story, echoing the brand’s origins and Hawaiian roots that Hilo Hattie herself so lovingly embodied.

Hilo Hattie showcased by Miss Hawaii

How to tell if Hilo Hattie is vintage from the logo

Hilo Hattie is a beloved Hawaiian brand known for its tropical-themed clothing and accessories. Since its founding, the brand has gone through various logo changes, which can help in identifying the era of a garment. The evolution of the Hilo Hattie logo reflects changing design aesthetics while staying true to its Hawaiian roots. Here’s a guide to help you determine if your Hilo Hattie piece is vintage by examining its logo.

1960s to 1980s Hilo Hattie logo

• The logo features a cursive script style, giving it a hand-drawn, casual appearance that reflects the relaxed Hawaiian vibe.
• The words “Hilo Hattie” are often depicted in a playful font, with rounded letters and unique flourishes, suggesting a mid-20th-century design influence.
• This era’s logo may appear with minimalistic design elements and without any additional graphical backgrounds.

1960s to 1980s Hilo Hattie logo

1980s to 2000s Hilo Hattie logo

• This logo incorporates a bolder, more defined version of the script font seen in previous years, reflecting an updated aesthetic for the late 20th century.
• The text is set against a stylized hibiscus flower, emphasizing the brand’s Hawaiian heritage and adding a recognizable floral element.
• The logo is generally more compact, with the hibiscus shape surrounding the brand name, making it instantly identifiable as Hilo Hattie.

1980s to 2000s Hilo Hattie logo

How to tell if Hilo Hattie is vintage from the tags

The evolution of Hilo Hattie tags reflects the brand’s journey through the decades, from its roots as a Hawaiian fashion staple to its expansion into a global icon of Hawaiian-inspired apparel. Each era’s tags have distinct features that can help in identifying the vintage authenticity of Hilo Hattie garments, showcasing variations in logo design, color schemes, and tag materials.

Need help with vintage tags or labels? Submit a picture on our vintage tag identification page, and we’ll assist you!

1970s vintage Hilo Hattie tags

• Features the “Hilo Hattie” logo in a bold, stylized script.
• Often includes a flower icon, adding to the Hawaiian theme.
• Typically made with a simpler tag material, often a plain white background with black lettering.

1970s Hilo Hatties tags

1980s vintage Hilo Hattie tags

• The logo design remains consistent but often appears more refined with a bolder font.
• Some tags feature additional details such as “Hawaii” or “RN 37145,” adding to the authenticity.
• May include “The Hawaiian Original” branding alongside the main logo, reflecting Hilo Hattie’s dedication to authentic Hawaiian clothing.

1980s Hilo Hatties tags

1990s vintage Hilo Hattie tags

• Enhanced color elements, often incorporating vibrant red and green tones.
• Features the phrase “The Hawaiian Original,” emphasizing brand heritage and authenticity.
• Commonly displays “Made in Hawaii” to highlight local manufacturing origins.

1990s Hilo Hatties tags

2000s vintage Hilo Hattie tags

• Modernized appearance with a polished finish and high-quality tag materials.
• Logo retains the classic script style but may vary slightly in size and placement.
• Includes size information, often on a separate small tag, and consistently displays “Made in Hawaii” text.

2000s Hilo Hatties tags