Honolulu, May 27, 2026, 13:04 (HST) — A simmering dispute over uniform policies is testing the integration of Hawaiian Airlines into Alaska Air Group, as approximately 250 flight attendants reassigned to Seattle face restrictions on wearing traditional leis, flowers, and aloha shirts while working Alaska-branded Boeing 787 flights.
The new dress code, effective April 25 for all 787 Alaska Global-branded routes—including flights to Hawaii and international destinations—has sparked pushback from the Association of Flight Attendants (AFA), which represents the crew. The union informed members that the interim uniform rules apply to all 787-9 Dreamliner operations, a key component of Alaska's long-haul expansion from Seattle to cities like Rome and London.
Alaska Air Group completed its $1.9 billion acquisition of Hawaiian Holdings in September 2024, and the carriers received a single operating certificate from the Federal Aviation Administration in October 2025. While Alaska and Hawaiian continue as separate public brands, they are consolidating systems and flight operations. A unified passenger service system linking booking and check-in functions launched this spring.
Eric Edge, vice president of brand and marketing for both carriers, told the Honolulu Star-Advertiser that the dual-brand structure is unprecedented in the U.S. airline industry. “It’s not something that has been done by a U.S. airline before,” he said. Diana Birkett Rakow, CEO of Hawaiian, emphasized that the brand’s identity goes beyond logos. “It really starts with the people,” she told The Points Guy earlier this year, noting that culture and sense of place are central to Hawaiian’s appeal.
The uniform controversy is just one facet of broader labor tensions. The AFA reported unresolved issues with staffing, crew workload, and service flow during test flights between Seattle and Seoul. The union has not endorsed the new international service plans and is currently in a 30-day observation period, with flight attendants asked to complete a survey by May 28.
Alaska’s long-haul ambitions pit it directly against Delta Air Lines, which has built Seattle into a major transpacific and transatlantic hub. Alaska CEO Ben Minicucci called the Rome route launch “a significant step” in the company’s growth strategy, noting that it allows Hawaii travelers to reach Europe with a single stop in Seattle.
Industry analysts warn that the uniform dispute could erode trust among employees and in Hawaii’s close-knit community. “We’re very proud of this homegrown airline flying since 1929,” aviation analyst Peter Forman told Hawaii News Now. If the ban on leis and aloha shirts is seen as the erosion of Hawaiian’s unique culture, Alaska may face increased resistance in labor negotiations and operational integration.
Alaska Air Group’s stock (NYSE: ALK) has been under pressure as investors weigh the costs and complexities of merging two distinct airline cultures. The company’s ability to navigate these cultural and labor challenges will be critical to realizing the synergies promised in the acquisition.
