Thus, red and yellow became royal colors, for the ali'i only. Commoners coveted these Kapu colors. This tabu was revoked in the early 1800's when European traders found their cotton cloth sold better to residents of Hawaii, if their cloth was printed in bright colors with bold designs, especially when it contained red and yellow. This trend contributed to the style of the Aloha shirt. In the 30's, the evolving aloha shirt became popular with the growing tourist trade.
Visitors shed their heavier clothes and quickly took to the Hawaiian shirt.
In the early 1930's, a tailor by the name of Ellery Chun cut and sewed a garment from some bright, flowery fabric he had at his King-Smith Taylor Shop. Ellery Chun is often attributed as the originator of the Aloha Shirt. Later in 1936, Herbert Briner took this new fashion concept to the mass market level and founded Kamehameha Garment Company in Hilo, creating Hawaii's first ready to wear Aloha Shirt Collection. His company quickly established a reputation as a purveyor of high quality garments that reflected island feelings and traditions. This reputation for quality continued through the years and today, if one looks through the books and articles that have been written about the Hawaiian Shirt, or the local fashion industry, the name Kamehameha will always be found prominently represented.