PUALANI PRIDE - Modern Luxury Hawai'i

Tag Aloha joins Hawaiian Airlines in their most memorable collaboration yet.

by IJFKE RIDLEY

The recent collaboration between Tag Aloha (tagaloha.com) and Hawaiian Airlines (hawaiianairlines.com) can best be described as iconic. The beachwear accessories line from Kailua has collaborated with several recognizable brands and people over the years, but when asked to create a print for Hawaiian Airlines’s 95th anniversary—during their own 10th year of business—it felt like a milestone achievement.

‘[Hawaiian Airlines] reflects the beauty of and connection to the islands.” –ALANA PENAROZA

“Hawaiian Airlines represents the dream to me—whether you are from here or are just visiting, it reflects the beauty of and connection to the islands,” says Alana Penaroza, one of the co-founders of Tag Aloha. “It was the greatest honor of my career to work with them, and therefore, we put everything we had into collaboration.” The Tag Aloha team got to work researching the history of Pualani, the airline’s female logo, and her iconic hibiscus—which was created in 1973 and changed in the 90s and again in the 2000s—and imagined a girl to represent each decade in the corresponding campaign. Their initial release of its red and purple, retro-inspired Aloalo hibiscus printed collection resulted in a two-hour line at their market pop-up and sold out in five days. Be sure to pick up a pareo, beach towel, or reversible bucket hat—a favorite among Hawaiian Airlines employees— before they sell out for good.