IngentaConnect Projecting an Image and Expressing Identity: T-shirts in Hawaii

Author: Kelly, Marjorie

Source: Fashion Theory: The Journal of Dress, Body & Culture, Volume 7, Number 2, 1 June 2003 , pp. 191-211(21)

Abstract:

The T-shirt is almost standard attire among Hawaii's residents. This article considers two aspects of T-shirt imagery: firstly, the image of the garment itself as an integral part of the islanders' casual self-image; secondly, the imagery on the T-shirts. The analysis is based on participant observation and interviews of designers and retailers from 1993 to 1999. Background material is used as context for how the T-shirts are interpreted. Findings were verified by experiments with students in Pearl City, Hawaii. The article focuses on the use of T-shirt images as badges of social identity, expressions of political allegiance, and symbols of communal values at a time when island society is being inundated with products and priorities from distant shores. Kelly concludes that each of the four major markets - local, Native Hawaiian, surfer, and tourist - has its own distinctive themes, images and messages. T-shirts intended for residents are designed by those who share their customers' lifestyles, values, and concerns; accurately and meaningfully communicated in the designs themselves. The shirts are worn with intent; as symbols of values, heritage, identity, and belonging.

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