Today marks Island Heritage’s 30th anniversary as a company known for Hawaii-inspired paper goods, gift items and books. But the couple behind the company, CEO and President Dale Madden and Executive Vice President Lynne Madden, aren’t looking backward — they have set their sights beyond paper goods and into fashion territory.
As a product development company, Island Heritage just might have an advantage over traditional fashion houses as it continually works to create concepts that appeal to several segments of the marketplace. A fashion brand might cater to only one or two demographics.
Two years ago the company launched Kai Clothing, a brand of resort wear for adults. This season it debuted Island Yumi, a clothing, stationery and accessories line for girls that was an instant hit with Japanese media when a handful of sample products was shown during the JFW International Fashion Fair in January.
The company was already known for publishing Hawaii-themed, illustrated children’s books, and according to Lynne Madden, Island Yumi grew out of the desire to come up with a fresh concept for children that would appeal to both kamaaina and visitors.
"Yumi" is the Japanese word for beauty, and also sounds like you (and) me in English.
Island Yumi features six illustrated girl characters — Aloha, Pua, Mele, Mai, Hoku and Ono — each with different styles and personalities, who embody the joy of growing up in Hawaii.
Aloha is, the leader of the group who says she wants to grow up to be a kumu hula like her grandma or, like a typical child full of dreams, a movie star.
Her loves: manapua, hiking, hanging out with friends and the color red. Her dislikes: broccoli, seeing trash on the ground and making her bed.
Mai likes to laugh and tell jokes and envisions a career as a baker. She loves cupcakes and malasadas and dislikes Brussels sprouts, crying and bedtime.
"In product development you’re always forever young, so they’re patterned after some of us in the office," Madden said. "Whenever we show them to buyers, ‘That’s me!’ is the response we get. They all see a little of themselves in at least one of the characters.
"At the same time we’re trying to promote what is unique about Hawaii through the different foods they enjoy and their varied backgrounds," she said.
Behind the girls’ stories are lessons in acceptance of diversity and self-esteem that Madden feels are missing in children’s education.
Kids are also easily influenced by popular media to grow up fast and emulate teens, Madden said. "Times are different from when I was growing up, and it’s not easy to find good role models for children.
"These girls are playful and looking forward to everything in their lives," Madden said. "We try to focus on embracing being young, innocent and carefree but being respectful as well. Through their friendship the girls show it’s OK to be different and that they can respect each other for being different."
To date, the Island Yumi line encompasses T-shirts and tank tops for girls, as well as a 120-piece collection of school supplies, accessories, bags and gift items. Its popularity with moms led to adding shirts and tanks in junior sizes so moms and their daughters can wear matching looks.
Girls tees are $19.95; junior sizes are $22.95. Accessories start at $2.95 for luggage tags, sticky notes, playing cards and minipens. Backpacks ($24.95) are a best-seller, and for moms there are nylon ($5.95) and grocery-style totes ($4.95).
It all has the makings of a Hello Kitty-style success story, and for Madden, the more items the company can offer, the better.
"I find that when people like one girl, they want as much of her as they can get," she said.
Where to find Island Yumi products
On Oahu, Island Yumi can be found at The Islands’ Best at Ala Moana Center, JW Marriott Ihilani Resort and Spa at Ko Olina, Marriott’s Ko Olina Beach Club, Dole Plantation, Pineapples Boutique in Ko Olina and Haleiwa, Polynesian Cultural Center, Marine Corps and Navy exchanges, and stores carrying Island Heritage goods. Or visit www.welcometotheislands.com. Kai Clothing can be found at resort gift shops at the Fairmont Orchid, Grand Wailea, Hapuna Beach Hotel, Hilton Waikoloa Village and Kauai Beach Resort
