Hawaiian Airlines flight attendants assigned to Alaska-branded longhaul routes from Seattle will no longer wear leis, flowers in their hair, or aloha shirts, but I see no need for outrage: flights to and from Hawaii will keep those cultural elements, and Alaska flight attendants can wear them too.
Hawaiian Airlines Dress Code Change Preserves Aloha While Broadening It
Some Hawaiian Airlines flight attendants assigned to new Alaska-branded longhaul routes from Seattle will no longer be permitted to wear flowers in their hair, leis, or aloha shirts, a change that has prompted understandable frustration from some employees.
On first glance, I understand why this feels jarring.
The flower in the hair, the lei, the aloha shirt, and the Pualani brand identity are not “costume” elements, but part of what made Hawaiian Airlines feel like Hawaiian Airlines. For decades, Hawaiian has leaned into the beauty, warmth, and cultural identity of the islands, and that has been part of its charm.
But looking at the details, I think this change is more reasonable than simply that “Hawaiian is banning flowers.”
The change reportedly applies to about 250 Hawaiian Airlines flight attendants reassigned to Seattle for Alaska-branded longhaul international routes. These are not flights to Honolulu, Maui, Kona, or Kauai. These are routes from Seattle to Europe and Asia, operated under the Alaska brand as the merged Alaska-Hawaiian group tries to create a more consistent longhaul experience out of Seattle.
On those flights, Hawaiian flight attendants will wear more neutral tops accented by Alaska’s aurora-inspired branding, rather than the Sig Zane-designed aloha shirts, leis, or flowers in their hair.
Flights To Hawaii Will Still Keep The Hawaiian Touch
Nothing is changing on flights to and from Hawaii.
Alisa Onishi, managing director of Hawaii marketing for Hawaiian and Alaska, reportedly made clear that if a flight touches Hawaii, even if it is Alaska-branded or operated by Alaska flight attendants, crew may still wear flowers in their hair and leis.
“If you are flying to Hawaii anything that touches Hawaii, even if it’s Alaska branded, if it’s on a 787 or even the 737s that are served by the Alaska flight attendants, they can wear flowers in their hair. They can wear lei.”
That distinction makes all the difference in the world. If Alaska and Hawaiian were stripping Hawaiian cultural elements from flights to and from Hawaii, I would have a very different reaction…that would feel like erasing one of the things that makes Hawaiian special.
But that is not what is happening here. Instead, Alaska is saying that flights tied directly to Hawaii retain the Hawaiian cultural identity, while Alaska-branded longhaul routes from Seattle to non-Hawaii destinations adopt a broader Alaska-Hawaiian look. Onishi added:
“We had to make difficult decisions that will be hard for our employees to adjust to, but ultimately as we explain why we are making these decisions the employees will understand.”
I do not find that offensive. In fact, I think it is fairly logical.
CONCLUSION
Hawaiian Airlines flight attendants assigned to Alaska-branded longhaul routes from Seattle will reportedly no longer wear leis, flowers in their hair, or aloha shirts on those non-Hawaii flights.
I understand why some employees may feel dissaopointed, but flights to and from Hawaii will still preserve those cultural elements, and Alaska flight attendants will now be able to wear flowers and leis on Hawaii routes too. That is not erasure. It is a narrower and, in some ways, broader application of the same culture.
For Seattle – Europe flying, a more Alaska-branded look makes sense. For Hawaii flying, the aloha should remain.
That seems like a fair balance to me.
image: Alaska Airlines
Adapting to accommodate a more conservative style on the non- Hawaiian routes makes sense. Unlike trying to create a gold and white Versailles at 1600 Pennsylvania Ave with a UFC sports arena on the front lawn.
Or having sodomy/genital mutilation pride events on the South Lawn with mentally ill people exposing their genitals …
For f***’s sake, what does this story have to do with politics?
My comment had nothing to do with politics. I made a comparison to appropriate appearance with the style adjustment of losing the flowers on different flights. My apologies if I had not made that clear as your face response . Have a beautiful evening.
This is fine. A more unified look on Alaska-branded flights that don’t go to Hawaii, but keeping Hawaiian on flights to/from Hawaii makes perfect sense to me.
It won’t be long before Hawaiian Airlines flights are like Hello Kitty flights versus EVA Air. Hawaiian will be Alaska’s version of Hello Kitty, special flights with different touches but still the same airline.
I think people or employees perhaps are outraged because they know this is the beginning of the end for the Hawaiian Brand. Alaska isn’t going to erase the entire Hawaiian brand and culture overnight but they going to continue to chip away it starts with Seattle flights next it will be international flights to/from Hawaii and it will go on and on and on. Hawaiian employees need to realize in 7-10 years their beloved brand will no longer exist just like Virgin America, Continental, Northwest, TWA, UA Air. The only difference is these brands disappeared relatively quickly whereas the Hawaiian Brand with experience death by a thousand cuts which is going to be painful for Hawaiian legacy employees who have to watch the slow death of their airline.
Although it’s no longer “Proudly All Boeing,” the visionary AS reigns with beautiful and warm memories of HA!
If they want to get leid, so what? This is a solution in search of a problem
Historical note. On Rowan and Martin’s Laugh-In, they would occasionaly do a bit that they knew the censor would veto just to make other edgy bits get approved. On a boat leaving Hawaii, the captain, Dick Martin, told the pax, Dan Rowen, it’s traditional to throw your lei overboard. So, he picked up Goldie Hawn and threw her overboard.
The plural of lei is lei.
Yet the interior of the HA 787’s still have beautiful ‘Hawaiian’/tropical touches that will be around for quite a whilte before a refurb….
At least HA met a more merciful fate than NK … although some may dispute it as a slow suffering demise…..