Māori cloaks are made of fine flax fibre and patterned with black, red and white triangles, diamonds and other geometric shapes. Greenstone was fashioned into earrings and necklaces, with the most well-known design being the hei-tiki, a distorted human figure sitting cross-legged with its head tilted to the side. Europeans brought English fashion etiquette to New Zealand, and until the 1950s most people dressed up for social occasions. Standards have since relaxed and New Zealand fashion has received a reputation for being casual, practical and lacklustre. However, the local fashion industry has grown significantly since 2000, doubling exports and increasing from a handful to about 50 established labels, with some labels gaining international recognition.