In 1962 the Hawaiian Fashion Guild began to promote aloha shirts (printed, short-sleeved, and collared casualwear) as business attire. In a campaign called "Operation Liberation" the Guild distributed 2 of them to every member of the Hawaii House of Representatives and the Hawaii Senate. In 1965, HFG president Bill Foster, Sr. launched a lobbying campaign for "Aloha Friday," a day employers would allow men to wear aloha shirts on the last business day of the week a few months out of the year. Aloha Friday officially began in 1966, and young adults quickly embraced the style instead of the formal business wear favored by previous generations. By 1970, aloha wear had gained acceptance in Hawaii as business attire for any day of the week. The Aloha Friday custom slowly spread east to California and around the world. By the 1990s it became known as Casual Friday (or dress-down Friday or casual day), on which some business offices allow casual attire instead of suits, dress shirts, neckties, and dress shoes.
In 1962 the Hawaiian Fashion Guild began to promote aloha shirts (printed, short-sleeved, and collared casualwear) as business attire. In a campaign called "Operation Liberation" the Guild distributed 2 of them to every member of the Hawaii House of Representatives and the Hawaii Senate. In 1965, HFG president Bill Foster, Sr. launched a lobbying campaign for "Aloha Friday," a day employers would allow men to wear aloha shirts on the last business day of the week a few months out of the year. Aloha Friday officially began in 1966, and young adults quickly embraced the style instead of the formal business wear favored by previous generations. By 1970, aloha wear had gained acceptance in Hawaii as business attire for any day of the week. The Aloha Friday custom slowly spread east to California and around the world. By the 1990s it became known as Casual Friday (or dress-down Friday or casual day), on which some business offices allow casual attire instead of suits, dress shirts, neckties, and dress shoes.
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