ALOHA SERVED TODAY

Posted in Updates on February 25th, 2020 by

SALE

Aloha kākou!

Tomorrow we are having a ONE DAY SALE, both in-store and online! Almost all hats will be $20 or less and almost all tees will be $15. The sale starts tonight at midnight online and 11am HST in-store. No online code needed. Mahalo for your continued support!

(Sale excludes recent releases, stickers, license plate frames, reusable bags and shorts)

FITSTRIKE RELEASE: VANGUARD SNAPBACK & YARDWORK TEE

Posted in Updates on February 24th, 2020 by

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

FITSTRIKE

Aloha kākou!

We’re releasing a new Vanguard snapback and Yardwork tee this Tuesday, under our FITSTRIKE program. The Vanguard snapback features a navy base with woodland camouflage visor, along with white front logo, tonal side logo, navy and white back logo, and white snap enclosure. The Yardwork tee features a multi-colored vintage neon design on the back of a military green tee, with an all-white version on the front.

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FITSTRIKE RELEASE: MUA SNAPBACK & BRIGANTE TEE

Posted in Updates on February 21st, 2020 by

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

FITSTRIKE

Aloha kākou!

Saturday’s FITSTRIKE release consists of a new Mua snapback and Brigante tee utilizing earthy tones. The Mua features a rust orange base with walnut visor and top button. The front logo is stitched in sand, orange, and dark green, while the side New Era logo is stitched in white and the back crest is stitched in orange and sand, next to a white snap enclosure. The Brigante tee features colors tying back to the Mua printed on a sand-colored tee.

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FITSTRIKE RELEASE: MUA 59FIFTY & DAY TRIPPER TEES

Posted in Updates on February 17th, 2020 by

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

FITSTRIKE

Aloha kākou!

This Tuesday, weʻre releasing a new FITSTRIKE Mua 59FIFTY and two Day Tripper tees. The Mua snapback features white trucker mesh around the sides and back, with black on the front and woodland camouflage on the undervisor. The front logo is stitched in white while the side and back logos are stitched in white and black. Both Day Tripper tees feature rainbow print on either a black or celadon tee.

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FITSTRIKE RELEASE: KAMEHAMEHA 59FIFTY & PINEPINE TEE

Posted in Updates on February 14th, 2020 by

Releasing exclusively in-store and online this Saturday, February 15 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a new Kamehameha 59FIFTY and Pinepine tee releasing this Saturday under our FITSTRIKE program. The Kamehameha features a black base with light grey front and back logos, orange eyelets and side logo, and finished off with a teal undervisor. The Pinepine tee features a vintage multi-colored print on a silver tee.

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ARCHIVE SERIES #0005: PIʻILANI [VANGUARD]

Posted in Updates on February 13th, 2020 by

PIILANI

Much like Kakūhihewa, King Piʻilani, Mauiʻs Mōʻi o Maui (Supreme Ruler of Maui) was known for bringing peace and prosperity under his rule, with a strong focus on unification.

The 16th century crowned head was wondrously and divinely born of the god Kū and Oʻahuʻs Princess Kapalaoa, the Queen Consort of Maui. According to legend, Kū arrived in the form of the “Dragon God of Laa,” a physical manifestation he often showed up in as the God of Power and Destruction. Following the sacred encounter, the newborn was given the name Piʻilani–which literally means “Ascent to Heaven” to “memorialize the visitation of the divine Kū.”

Piʻilaniʻs vision for the future of Hawaiʻi (Maui in particular) was complementary to another ruler who weʻve covered in the past, Kekūhaupiʻo–the man behind our Mua hat. While canoes were the primary means of transportation in ancient Hawaiʻi, Piʻilani expressed a need to connect the island of Maui–feeling it was his kuleana–and did so by laying down the first phase foundation for what would eventually become Kingʻs Highway in West Maui.

The 138-mile-long road was previously known as the Ala Loa Kihapiʻilani trail, and proved vital in facilitating an easy means of transportation. While Piʻilani passed away before his vision was completed, the greatly admired aliʻiʻs son, Kiha-a-Piʻilani would see to it that the highway would be fully constructed, eventually uniting the entire island of Maui. The road would be used by mules, steers, and horses, the latter which was newly introduced to the islands during the 19th century

Piʻilaniʻs progressive idealism, which also included building fishponds and irrigation systems, would ultimately lead to an affluent agricultural boom, and in turn, a population content with life. Another indelible landmark connected to the impressive, innovative leader is the Piʻilanihale heiau (literally “House of Piʻilani”), the largest and most well-preserved of its kind in the entire Hawaiian island chain. While the foundation for this spiritual place of worship is said to have been laid as early as the 13th century and may have been built by Hana chiefs when the island was divided, it was Pi’ilani who rededicated the heiau for a more sacred purpose.

It is because of these historical and remarkable achievements that moved and inspired us to create a specific logo perfectly named “Vanguard,” honoring Piʻilaniʻs revolutionary vision for a unified and peaceful Maui.

FITSTRIKE RELEASE: NIHI SNAPBACK, KAMEHAMEHA STRAPBACK, & WONDERFUL TEE

Posted in Updates on February 10th, 2020 by

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

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE release consists of a Nihi snapback, Kamehameha curved visor strapback, and Wonderful tee. The Nihi snapback features a woodland camouflage base with black visor, eyelets, snap enclosure, and top button, while the front and side embroideries are metallic gold and the back crest is black and metallic gold. The Kamehameha strapback features white embroidery on the front and side of a full woodland camouflage base, and also features black eyelets and black and white crest embroidery. The Wonderful tee features a vintage gold print on a black tee.

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FITTED FOR THE GREEN

Posted in Updates on February 8th, 2020 by

Releasing exclusively in-store and online this Sunday, February 9 at 11am HST.

THE GREEN

Media: @primefootage
Music: @thegreen808

Aloha kākou!

We are incredibly proud and honored to announce a collaboration with our close friends and true ambassadors of Aloha—THE GREEN. The limited run snapback will release tomorrow, February 9, to commemorate the 10th anniversary of the band’s genesis, officially forming on February 9, 2010.

An all-around essential, the FITTED for The Green snapback features a black 100% cotton ripstop base with white embroidery all around, including The Green’s signature logo on the front. A hae Hawaiʻi/ASD tag is stitched to the white snap enclosure around back, with the most stand-out feature showing up in the satin lining—custom artwork created by frequent band collaborator, friend, and famed local artist Kamea Hadar (@kameahadar).

From Ola:

Imagine referencing the summer of 2011 every time “Alive” is played because you just couldn’t shake that rhythm out of your head, or when “Good One” pops on your Spotify playlist and you immediately remember that fling you met at The Shack over the winter break of 2013 while home from college. How about that one time you and the crew loaded up the coolers and headed to the country for a party only to realize when pulling up, the house is raging cause The Green is playing live! Through the good times and hard times it seems you can reference nostalgia through the rhythmic and soulful vocals of THE GREEN boys! To think they have been smashing hit after hit for 10 years is an incredible accomplishment, but I think the benefit is purely for the listener. Music has a way of loosening inhibitions, bracketing time, unlocking memories, evoking deep feelings of love and insecurities, but above all I always use music to learn about myself. We are blessed with pleasant memories because of their hard work and dedication to their craft, and for that we are thankful. Mahalo, mahalo, mahalo to THE GREEN for creating the soundtrack of these islands and amplifying it beyond these shores for the past 10 years! Truly elevating quality and the rhythms of these island!!

From The Greenʻs bio:

Since forming on O’ahu, Hawai’i, in 2009, The Green has become one of the most successful and beloved bands in the reggae genre. During their relatively short career, the band has been awarded a Best Reggae Album nod from iTunes (2010, for their self-titled debut), five coveted Na Hoku Hanohano awards in their native Hawai’i (2011 and 2014, including Group of the Year, three different Reggae Albums of the Year and Entertainer of the Year), and 3 #1 Billboard Reggae chart debuts, along with charting on the Billboard Top 200. Not bad for a band that was formed by six members of Hawai’i’s tight-knit music scene to record a few songs and have some fun.

The Green was one of the first Hawaii reggae bands to tour extensively on the mainland, as well as going further afield to New Zealand, Japan, and other locales. Before becoming a headliner on their own, the band supported bands like Bruno Mars, Damian Marley, Rebelution, Iration, and SOJA, as well as performed at acclaimed festivals including Vans Warped Tour, Life Is Beautiful. One Love Cali Reggae Festival, Sierra Nevada World Music Festival, and California Roots Festival to name a few.

Quote from Billboard:

The Green’s powerful sonic identity fuses late 1970s-era dub-heavy roots reggae (reminiscent of English bands like Aswad and Steel Pulse) with strands of contemporary rock/pop/R&B and sporadic indigenous Hawaiian musical and lyrical references. That appealing synthesis has catapulted The Green to the forefront of Hawaii’s thriving reggae scene.

Mahalo The Green for keeping our ears fed, hearts filled and feet firmly planted in Hawaiʻi no matter where we are!

 

THE GREEN

THE GREEN

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DAY TRIPPER SNAPBACK & PLATEAU TECHNICAL SHORT

Posted in Updates on February 7th, 2020 by

Releasing exclusively in-store and online this Saturday, February 8 at 11am HST.

DAY TRIPPER

Aloha kākou!

We have a special release tomorrow, consisting of a clean Day Tripper snapback featuring a unique fabric we’ve never used before, along with a new everyday essential Plateau Technical Short. The Day Tripper snapback features smooth black velour covering the front panels and visor, while the undervisor is black ripstop nylon and the sides are made of black trucker mesh. The eyelets, front logo, New Era logo, and back Fasi logo are stitched in white to match the snap enclosure, while the side crown is stitched in tonal black. It’s finished off with a crest tag next to the snap enclosure.

The black Plateau Technical Short follows the same highly meticulous craftsmanship that the previous installments followed under our TropTech line. The fabric is a premium 98% polyester and 2% spandex for a comfortable and flexible fit. The front left side features our FITTED logo, and on the opposite side our Morale side seam tag is stitched right below the front right pocket, with a sizing spec label stitched on the inside of the same pocket. The Plateau Technical Short also includes a double-stitched drawstring with heat-shrunk rubber aglets on the knotted ends. A custom-designed drop-crotch gusset was added for extra durability and comfort, shaped to be two trilocks together as a diamond. Other details include a large trilock back gusset, two mesh back pockets sealed by water-resistant reverse invisible zippers, a TropTech label above the back right pocket, and a keyring loop sewn into the waist on the wearer’s right side seam.

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ARCHIVE SERIES #0004: KEKŪHAUPIʻO [MUA]

Posted in Updates on February 6th, 2020 by

004_KEKUHAUPI`O-MUA

Behind every great leader stands a pragmatic adviser, who sometimes consults from the shadows, doling out knowledge that may one day help shape history. While the legend of King Kamehameha now expands across cultural barriers (the name has been appropriated into the 90ʻs pop culture zeitgeist known as Dragon Ball Z), it was the exceptionally skillful warrior Kekūhaupiʻo who helped forge Kamehameha into the tough and illustrious King that he was.

Legend has it that while Kekūhaupiʻo wasnʻt an imposing figure in a practical sense, he was known to have “broad shoulders” and was incredibly quick. The senior adviser to Kamehameha was taught multiple forms of Hawaiian martial arts from his kumu Laʻamea at a young age, quickly picking up kapu kuʻialua (bone breaking), moa lawa (dart fists), and mea kana (weapon fighting with spears and a wooden staff).

Kekūhaupiʻo was fairly proficient in these disciplines following the passing of a few anahulu to the point of nearly being an expert, yet he remained humble and respectful to his kumu. Realizing how far he had excelled in his training, and that putting his skills up against a man would simply be childʻs play, Kumu Laʻamea decided that a more ambitious challenge would be for Kekūhaupiʻo to fight a “terrifying fish of the wide ocean which people fear.” The ʻailolo ceremony began, and Kekūhaupiʻo left the shores for the depths of the ocean aboard a waʻa kaulua (double canoe) alongside Koaʻia and a band of warriors to meet his imposing match; a niuhi (great white or tiger shark). Kekūhaupiʻo leapt into the waters, and after struggling and wrestling with the massive beast, plunged his ike pokole into the rough, sandpaper-like skin of the niuhi. After killing it, the ceremony concluded with Kekūhaupiʻo consuming the right eyeball of the shark and presenting its left eyeball to Akua.

Kekūhaupiʻos profile in courage and greatness was further heightened when his path converged with that of Kamehamehaʻs and eventually became his aide-de-camp, fulfilling Laʻameaʻs prophecy that “this young aliʻi will become a famous warrior in the future and will become a fighter on the side of some famous aliʻi of the land.”

Kekūhaupiʻo was an incredible visionary in terms of warfare. One story tells of their first experiences with hearing cannons fire off a visiting ship. Both Kamehameha and Kekūhaupiʻo were mesmerized by what were considered advanced weaponry at the time. Legend says that although King Kalaniʻōpuʻu “trembled in fear at the thundering sound of the canon,” Kamehameha and Kekūhaupiʻo showed no fear externally, and compared the advanced weapons that were onboard the ship to Hawaiiansʻ “long spears and fighting staffs” to “the great cannon and flashing swords of the foreigners, and the small guns which flashed like lightning.” With his understanding of how powerful these weapons were, the newly enlightened leader would go on to acquire these superior weapons of war, with the foresight to implement them in battle and ultimately rally the people in unification.

Our Mua motif is one of the earliest graphics we designed during the genesis of FITTED, which translates to “forward,” “first,” “future,” or “advance,” and is an ode to the importance Kekūhaupiʻo played in Hawaiian history.