Hilo Hattie
Hawaiian lifestyle and aloha wear retailer named after comedian Clarissa Haili. 1970s-80s tags use a playful cursive script with rounded letters; the bright floral aloha fabric paired with the script logo dates the era.
- Origin
- USA
- Founded
- 1962
- Category
- Designer & Casual
- Documented eras
- 4
How Hilo Hattie labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1970–1979
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.
- 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.
How to spot it
Features the “Hilo Hattie” logo in a bold, stylized script — confirms this label era.
Value signal
Solid vintage interest; 1970s pieces in clean condition attract steady demand.
1980–1989
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.
- 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.
How to spot it
The logo design remains consistent but often appears more refined with a bolder font — confirms this label era.
Value signal
Good vintage demand; 1980s label detail is a key value driver.
1990–1999
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.
- 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.
How to spot it
Enhanced color elements, often incorporating vibrant red and green tones — confirms this label era.
Value signal
Moderate collector interest; condition and completeness determine value.
2000–2009
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.
- 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.
How to spot it
Modernized appearance with a polished finish and high-quality tag materials — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.