YR13

Posted in Updates on October 19th, 2018 by

Our 13th anniversary event will take place at our shop (1438 Kona St.) this Saturday, October 20 at 11am HST. All items will also be released online at the same time.

YR13

Video: @kashakamu
Music: @slappsymphony

Aloha kākou!

We are extremely proud to release our newest collection for you all tomorrow, celebrating 13 incredible years of creating products we are deeply proud of, full of history and reverence for those that came before us as we look forward to what lies ahead. To honor the occasion, we’re throwing a celebration event at the shop, where we’ll be releasing two new designs as an homage to our first release, as well as a bunch of new FITSTRIKES, tees, hoodies, and new Zippo lighters.

Moʻolelo by Ola:

Reflection is important to gauge growth, imperative for self determination, and ultimately shapes a narrative to move forward. A check-and-balance approach—how do we know how far we have come? Where are we going? Who inspires us? Why are we inspired? These questions lead us to the ideas and thoughts we use to explore collections. It is not just merely to create merchandise, but rather to revere our forefathers, share mo‘olelo, and build upon those legacies. In exchange for reverence, we in part build our own legacy on the backs of these ideas. The word “kuakini” translates to “innumerable,” further said of the 40,000 ancestors that come before you. We at FITTED firmly believe in this ideology, that perhaps somewhere in our genealogy were kaulana, or famous story tellers.

In this collection, we are inspired by grand ideas and the long play, so to speak. There are many instances in the past of great accomplishments that bettered the lives of many in the future. In particular, we chose to revere the great Mō‘i Pi’ilani—whose name translates to “Ascent to Heaven”—the 15th King of Maui in the 14th century.

Widely regarded as peaceful for most of his reign, he is famously credited for unifying east Maui with the rest of the districts. However, his most influential contribution has to be the construction of a road which connected all the paths of Maui now under reign.  We name this new graphic “Vanguard” as a fitting term for Pi’ilani and his large civil projects to move civilization forward. It is forward-thinking, progress, and unity that aligns us under our reverence banner along with the moʻolelo, which then creates strong intellectual property that belongs to pae‘aina and all the people of these lands. We must protect this HISTORY and share these stories for they were critical in building this place we love—Hawai’i.

Keeping on topic of building FITTEDʻs story we looked back to our very first project with New Era. Many of you may remember the original colorways and the introduction of the Kamehameha logo, along with our use of the original Tools of the Trade pattern, the introduction of H Pride, and all of the colorway theories. So we look back to 2007 and build upon the backs of the team and community, who with continued support allow us to pursue our dreams of sharing more stories.

The Vanguard design introduced above is our first homage back to our original New Era project, yet designed specifically to revere Piʻilani with an aesthetic fitting to his accomplishments. The bold and geometric elements represent Piʻilani’s proud connection to building, construction, and skilled labor, which was reflected in his strong character. The minimalistic qualities help the Vanguard become iconic and timeless, living beyond our years and those after.

The Tools of the Trade pattern which debuted with the original Kamehameha design has been updated as well to coincide with the Vanguard design. This new pattern is aptly named “ʻAokanaka” which translates to “to think or behave reasonably; human enlightenment, civilization; rational.” As the original Tools of the Trade pattern showcased various weapons used in Kamehamehaʻs reign to help conquer and unite the islands as a great warrior, these new tools refer more to the various tools used by all types of highly skilled workers, like koʻi (adze) for shaping canoes, hooks for fishing, or seabirds for voyaging. Every tool is valuable in uniting the community and moving civilization forward.

Along with Vanguard, we are also introducing “Palisade” in that familiar colorway theory of kelly green and orange. At first the name may throw you for a loop, because although we love the area of Palisades in the Manana Ahupuʻaʻa, we did not use this opportunity to place reverence on this area just yet! Palisade literally translates to a fence of pales or stakes pointed at the top and set firmly in the ground in a close row, as for enclosure or defense. This translation refers to our consistency over the past 13 years of serving the community, a metaphorical claim of stakes in the ground placed as a defense of sorts. In this collection, we also introduce the acronym S.H.I.P. (SUPPORTING HAWAIIAN INTELLECTUAL PROPERTY) to further the idea of staking the ground. Drawing a line in the sand, we are saying that our history and ideas are proprietary, and in our own contribution we’re demanding a baseline of quality.

Lastly, we’ll also be revealing our new label system, starting with this collection and moving forward on all future garments. Labels are normally disregarded as the basic location for the brand name and maybe the size, but we wanted to give it a deeper responsibility. The means to perhaps start a conversation, engage thought, and hopefully inspire action. In the top right on the back of the label, we have a quote by King Kamehameha which translates to “Take up my endeavors in its entirety and carry them on without end.” Meaning he wanted us to take everything he was known and revered for, all of his successes and accomplishments, and keep it going. He provided the means for a great future, as long as we kept moving forward. To the left of the quote is an upside-down “1893” to represent a time in our history that we hit a massive roadblock with the overthrow of the Hawaiian government, and the words of King Kamehameha seemed to be lost forever. However, we believe there is still a chance to fulfill the dream he laid out for us. Our mission statement below the year and quote is also a promise that we’ll keep doing our part. We may have lost many things, but one important thing we still have is our Hawaiian intellectual property, which can never be taken away from us. Using S.H.I.P. as the foundation, we feel that as long as we hold onto our intellectual property, embrace it, fight for it, and always hold it to the highest standards, we can proudly move forward and continue King Kamehameha’s quote in a new way.

Sharing of our culture is for everyone to experience but it is the responsibility of the person sharing to have the wit and concern for cultural sensitivity. Reverence and intellectual property control as we stand completing year 13 and moving on to year 14, we proudly say we’re #stillhere #stillserving #aloha #asd #lucky13. MAHALO MAHALO MAHALO!

With our utmost sincerity, we’d like to mention that couldn’t have accomplished 13 years of serving aloha without YOU! So please come join us at the shop tomorrow to help celebrate our anniversary! Along with the new hat designs, we’re also releasing new tee and hoodie designs, over 20 FITSTRIKES, and new Zippos—too much to show and describe so please scroll through the photos below and come to the shop to check them out! We’ll also have plenty of food and drinks on hand for everyone to indulge as we cruise and talk story. We hope to see you all there!

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

LEFT

RIGHT

BOTTOM

FITSTRIKE

FITSTRIKE

FITSTRIKE

FITSTRIKE

YR13

YR13

YR13

YR13

YR13

ZIPPO

FITSTRIKE RELEASE: MUA SNAPBACK, KEIKI MUA SNAPBACK, ALOHA LOGO TEE, KEIKI ALOHA LOGO TEE, & KEIKI DREAMERS TEE

Tags: , , ,
Posted in Updates on October 15th, 2018 by

Releasing exclusively in-store and online this Tuesday, October 16 at 11am HST.

FITSTRIKES

Aloha kākou!

This Tuesday’s FITSTRIKE offerings include items for both the keiki and the grown-ups. The matching adult and keiki Mua snapbacks feature a premium heather grey Shadow Tech base, with a front logo stitched in black-to-white gradient and light teal, white eyelets, black New Era logo, light teal crest, and black snap enclosure. The matching adult and keiki Aloha Logo tees feature teal print on a white tee, while the keiki Dreamers tee features white print on a heather grey tee. Both keiki tees come in toddler, juvenile, and youth sizes (2T-4T, 6J, 7J, XS, S).

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FRONT

BACK

FRONT

BACK

ALOHA SNAPBACK & GREEN FLASH TANK TOP

Tags: ,
Posted in Updates on October 11th, 2018 by

Releasing exclusively in-store and online this Saturday, October 13 at 11am HST.

Video: @kashakamu
Model: @daveydizzle49, @kaulanakealoha85, @scotty_t34, & @kai.lima
Music: @slappsymphony

Aloha kākou!

We’re sending out even more ALOHA this Saturday with another premium Aloha 9FIFTY snapback, crafted out of 100% cotton ripstop in black on the crown and visor and dark grey on the undervisor. The front Aloha is stitched in yellow and outlined in white, while the side New Era logo is stitched in white, and the side crown and back shaka are stitched in yellow. It’s finished off with a black snap enclosure and a Hawaiian flag tag with Aloha Served Daily on the back. Releasing alongside the Aloha snapback is a matching tank top featuring a new design titled “Green Flash,” which captures the serene sunset before it falls behind the horizon and the famous split-second green flash appears.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

13 YEAR ANNIVERSARY & FITSTRIKE RELEASE: SHOCK VALUE TEE

Tags: , ,
Posted in Updates on October 8th, 2018 by

13 Year Anniversary

Aloha kākou!

As we get ready to celebrate our 13th anniversary, we’d like to extend a sincere mahalo for your continued love and support! To honor the occasion, we’ll be having a huge release event on Oct 20th with 25+ hats, tees, hoodies, accessories, etc., and unveiling a few brand new designs in the process. Stay tuned for more info in the coming weeks, and in the meantime, enjoy tomorrow’s FITSTRIKE release—a new Shock Value tee in black with 3M reflective clear ink.

FRONT

BACK

FITSTRIKE RELEASE: SLAPS WIND SNAPBACK, NIHI STRAPBACK, & LIFE’S A BEACH TEE

Posted in Updates on October 4th, 2018 by

Releasing exclusively in-store and online this Saturday, October 6 at 11am HST.

FITSTRIKE

Aloha kākou!

Saturday’s FITSTRIKE offerings include a Slaps Wind snapback, Nihi strapback, and a Life’s A Beach tee. The Slaps Wind snapback keeps the tiger camouflage pattern from Tuesday’s release, with traditional flag colors on the front outlined in yellow, along with a gold undervisor, red top button, and white side logo, back crest, and back snap enclosure. The Nihi 9TWENTY curved visor strapback features a gold base with black embroidery all around. The Life’s A Beach tee features the Nas-inspired line on the front in white along with a white crown on the back, printed on a black tee.

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FITSTRIKE RELEASE: MUA SNAPBACK & H PRIDE STRAPBACK

Posted in Updates on October 1st, 2018 by

Releasing exclusively in-store and online this Tuesday, October 2 at 11am HST.

FITSTRIKE

Aloha kākou!

Weʻre releasing a bold tiger camouflage FITSTRIKE pack this Tuesday, consisting of a Mua and H Pride. The Mua 9FIFTY snapback features white stitching on the side and back, with a white snap enclosure and a front logo stitched in black and a grey-to-white gradient. The H Pride 9TWENTY curved visor snapback features white stitching on all sides of the tiger camouflage base.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

ALOHA SNAPBACK

Posted in Updates on September 27th, 2018 by

Releasing exclusively in-store and online this Saturday, September 29 at 11am HST.

Video: @kashakamu
Model: @leila.brooke
Music: @thegreen808

Aloha kākou!

After a long hiatus, we’re extremely excited to introduce our newest Aloha 9FIFTY snapback, which we kicked up a notch with quick-drying 100% nylon micro-ripstop material and unique color-blocking. The crown features a teal crown with black visor, top button, and eyelets. The side logos and back crest are stitched in a vibrant hot pink color, with the white Aloha logo outlined in the same color. A clear back snap enclosure finishes the look on this Summer-ready snapback. Releasing alongside the Aloha are two matching tees—a new long sleeve tee design called Cache with distorted lettering down the sleeves and in the pink block on the front, printed on a black tee, and a Who The Crown Fits tee in pink with white print.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FRONT

BACK

FITSTRIKE RELEASE: H PRIDE GROWN SNAPBACK, KAMEHAMEHA SNAPBACK, KAMEHAMEHA STRAPBACK, WTCF TEE, & HULU TANK TOP

Posted in Updates on September 23rd, 2018 by

Releasing exclusively in-store and online this Tuesday, September 25 at 11am HST.

FITSTRIKES

Aloha kākou!

This Tuesday, we’ll be releasing three new hats, a tee, and a tank top under our FITSTRIKE program. The H Pride Grown snapback features a smaller H logo on the front—hence the “Grown” moniker—in white, along with the side logo, back crest, eyelets, and snap enclosure, on a black base with a dark grey undervisor. The Kamehameha snapback features an orange crown and black visor with a kelly green undervisor, yellow front and back logos, black eyelets, and white top button, side logo, and back snap enclosure. The Kamehameha 9TWENTY curved visor strapback sports an all-orange base with tonal side logo and white front and back logos. The black Who The Crown Fits tee features an orange-filled front logo with white outline and white crown on the back. Lastly, the Hulu design makes a comeback on a black tank top, printed in white on the front and back.

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FRONT

BACK

FITSTRIKE RELEASE: MUA LOW PROFILE 59FIFTY, SLAPS WIND 59FIFTY, KAMEHAMEHA STRAPBACK, SHOCK VALUE TEE, & H FEATHER TANK TOP

Posted in Updates on September 21st, 2018 by

Releasing exclusively in-store and online this Saturday, September 22 at 11am HST.

FITSTRIKE

Aloha kākou!

We’ll be releasing three new hats and two new tees this Saturday under our FITSTRIKE program. The Mua Low Profile 59FIFTY features a new birdseye color for the base with white embroidery all around, while the royal blue Slaps Wind 59FIFTY features traditional flag colors on the front and white embroidery on the side and back, and the Kamehameha 9TWENTY curved visor strapback features a royal blue base white white embroidery. The brand new Shock Value tee features a zapped FITTED logotype with Hawaii underneath, in red and gold on a white tee, while the classic H Feather design returns on a navy tank top.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FRONT

BACK

FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & KEIKI SNAPBACK, NATIVE SNAPBACK, & ALOHA LOGO TEE & KEIKI TEE

Posted in Updates on September 17th, 2018 by

Releasing exclusively in-store and online this Tuesday, September 18 at 11am HST.

FITSTRIKES

Aloha kākou!

Tuesday’s FITSTRIKE release consists of a matching adult and keiki Kamehameha snapback, a Native snapback, and matching adult and keiki Aloha Logo tees. The two Kamehameha snapbacks feature a black base with woodland camouflage visor and top button, with yellow front and back logos, and white side logo and snap enclosure. Both snapbacks also feature the throwback crest logo on the back. The Native snapback features yellow embroidery on a black base, finished off with a white snap enclosure. Both Aloha Logo tees feature black print on a yellow base.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FRONT

BACK