Muʻumuʻu Month
Muʻumuʻu Month (January) is an annual celebration of Hawaiʻi's fashion history. Many women choose to wear one every single day of January, on Aloha Fridays, or for social events. By wearing mu'umu'u we honor our grandmothers, mothers, aunts and all who came before; We are also purposefully continuing a mu'umu'u-wearing tradition for the next generation.
Muʻumuʻu Month began in 2015 by Shannon Hiramoto as a personal challenge and way to encourage others to don muʻumuʻu under the hashtag #muumuumonth
The movement (also referred to as the muʻvement or muʻumuʻuvement) continues to grow over the years and has been pivotal in the resurgence of muʻumuʻu appreciation.
"The dresses are beautiful and you can think of wearing one as simply that. But the deeper aspect of muʻu-ing is about opting out of wearing something else; A non-participation and resistance of mono-culture. It's a special thing to wear a piece of clothing not because its on-trend or flattering but because it makes you feel closer to your late-grandmother, or makes you recall your childhood, or keeps you grounded to the land, or ties you to your culture, or neutralizes your environmental footprint, or helps you step out of your comfort zone, or creates conversation and connection. These are things a muʻumuʻu can offer."--Shannon Hiramoto