Deena White of Waikiki had visited Hawai'i several times before moving here in 2006. Like many women, White loves to shop while on vacation, but found herself stymied while shopping in Honolulu for things that she could wear as a traveling consultant in Boston, Dallas, Los Angeles and Mumbai. "I love the colorful Island prints and the beachy T-shirty fashion," she said, but the look didn't translate to her lifestyle as a high-level information technology consultant on the Mainland.

Then, in 2007, White had trouble finding something appropriate to wear to her wedding on the beach in Kahala. She wanted a style that was "sophisticated, tailored and modern" and looked and felt right both at the beach and in the boardroom. "Our families kept asking us what they should wear to our beach wedding," she said, but she couldn't find anything suitable.

So, despite having no formal training in fashion, White decided to design "classy, Island-inspired women's wear."

Enter Umee, a carefully edited new line that works well for a beach wedding or to go from work to a date. It's also ideal for visitors. With the addition of tights, boots and a sweater, Umee clothing can easily segue into other climates and lifestyles.

Umee was named after White's Japanese grandmother, who sewed and knitted all her life. White learned to sew as a child, but that was the extent of her training. Her mother, however, went to fashion school in Japan; now her daughter is living her dream.

Umee is designed and made in Hawai'i with all natural fibers, mainly cotton. There's a hint of Hawai'i in every design, offering a sophisticated take on some popular Island themes. The "little black mu'umu'u," for example, combines a scoop-neck ruffled top with a fitted body. The plumeria strapless blouse is white on white, with appliqued flowers and little pearl accents. The ruffle wrap skirt has a kukui nut closure. Prices for Umee's tops range from $60 to $70, dresses $95 to $160, skirts are $90. Sizes range from 0 to 8.

Umee does not include prints. She is targeting the local customer who wants to wear something that can take her from work to dinner. Or the visitor "who comes to Hawai'i on vacation and wants to buy something she can wear at work when she goes home. I just don't feel right in tropical prints at work on the Mainland," White said.

What's next for Umee? White plans to expand her line for brides, mother of the bride and bridesmaids. She also wants to work with silk. And she is seeking exactly the right boutique to carry the line. Right now it's sold online at www.umee-brand.com) or at this weekend's Hifi event at The Contemporary Museum Cafe (see adjacent information box). Shipping on all orders is free.