Aloha shirt trees, surf boards or other island tropical elements arranged in the same pattern as a traditional Aloha shirt. Aloha shirts manufactured for local use are considered formal wear in business and government and are thus regarded as equivalent to a shirt, coat, and tie (generally impractical in the warmer climate of Hawaii) in all but the most formal of settings. Malihini (newcomers) and tourists (visitors) often wear designs of many bright colors, while Kamaʻāina (or those who have been living on the islands for a long time) seem to prefer less busy patterns. These shirts are often printed on the
Greeting card humorous, whimsical card designs with the artist's name credited on the back. This was away from what was known as the standard look (sometimes called the Hallmark look.) By the 1980s, there was a thriving market for what were now called "alternative" greeting cards, and the name stuck even though these "alternative" cards changed the look of the entire industry. The largest recorded number of greeting cards sent to a single person went to Craig Shergold, a beneficiary/victim of chain letters and later chain emails. In the United Kingdom, it is estimated that one billion pounds are spent on greeting