*This story was originally published on Jan. 15, 2025, and updated in January 2026.
The muʻumuʻu has come a long way from its reputation as a gaudy house dress.
In fact, it’s very in vogue these days. So much so, January is Muʻumuʻu Month in Hawaiʻi. It started 11 years ago by Kauaʻi designer Shannon Hiramoto, founder of Machinemachine. The purpose was to encourage and inspire more people to wear the classic aloha dress—every day, like she does, or on Aloha Fridays—she loves so much.
Muʻumuʻu means “to cut off” or “shorten” on ʻōlelo Hawaiʻi, originally worn as a chemise under a holokū dress. It was introduced by missionaries to Hawaiʻi in the 1820s and was patterned after the Mother Hubbard dresses they wore. Today, though, designers are revamping the look and feel of the muʻumuʻu, making them more modern and tailored. And others are pulling out classic dresses from their closets—or their moms’ closets—and rocking the vintage look.
Photo: Sean Marrs
A decade after Muʻumuʻu Month started, there are more ways to celebrate the dress. There are a lot more places to buy muʻumuʻu, from Hilo Hattie to Vintage Aloha Shack. You can find vintage ones at thrift shops, too.
A few years ago, Aloha Collection launched a muʻumuʻu-inspired collection of bags in prints that honor the history of the dress.
Not that you ever need an excuse to don your favorite muʻumuʻu, but January is the perfect month to do so.
