Now we're talking. Yiume is definitely in the vein of what I want to see (owlohh was the complete opposite lol). I'm a rolled-up long-sleeve shirt kind of guy but I'm really digging these patterns. Love this cat print one https://www.yiume.com/products/mens-hawaiian-shirt-the-cat-that-kicked-cuju-cotton-camp-collar-short-sleeve-aloha-shirt
edit: Having scrolled through all their shirts, I'm glad they're doing that cat collection because almost everything else I was not vibing nearly as much as it much more standard "obnoxiously loud hawaiian shirt"--though much nicer designs than I usually see. Maybe what I need to look more for is artist collabs as they tend to have a little more soul than "here's another kitschy pattern of the same thing you've seen a dozen times before."
I don't know what to call the styles currently on offer but the last time I checked out Target, Express, Old Navy I noticed a lot more muted color, dated thrift-shoppy aesthetic that I thought looked pretty wack. I'll leave that to the younger dudes with their mullets and mustaches (which I also do not understand)