Photo: Aaron K. Yoshino
Iolani Sportswear president Lloyd Kawakami remembers when aloha shirts were only made in Hawaii. Today, they are produced cheaply in Asia or sold under labels such as Tommy Bahama, which have no connection to the Islands. That competition has put many local shirt makers out of business, but Kawakami didn’t change Iolani’s commitment to designing, cutting and sewing products locally. Instead, he revised his brand strategy 10 years ago.