SPRING CLEANING SALE

Friday, January 31st, 2014 by

Aloha! To kick off Super Bowl weekend (no pun intended), we present to you our Spring Cleaning sale! We begin Saturday at the shop from 11am–7pm HST and continue on Sunday at our online store from 12am–11:59pm HST! Most items will be on sale for 40% off! Start your spring fresh!

Spring Cleaning Sale

REEF RUNWAY

Friday, January 31st, 2014 by

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One of the biggest misconceptions about Hawaii is that we do not have a winter season, anyone who has been here for the last week can testify that we very much do have a colder season. It has been rainy, windy and cold for longer than I particularly care for. I spent a few of those indoor hours scanning Oahu’s coast line with Google Earth and noticed a nice ledge around the perimeter of the HNL reef runway. So when the sun finally came out yesterday I was all about getting out there and checking it out even though it was Thursday and I suppose I should have been in the office being a productive member of society. Please don’t judge me. I’m not one to judge so hey I loaded up the yak and went exploring. – RM

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IN-STORE EXCLUSIVE – MUA

Wednesday, January 29th, 2014 by

Available In-store Now

MUAHAT

Aloha kākou!

Two new Mua’s now Available! Mua black/primary colors 9Fifty Snapback & Mua black/orange gradient 59Fifty Fitted. Limited to 50 pieces each! In-store exclusive. Phone orders are welcomed.

OLD SOLE, NEW TRICKS: XXXI

Wednesday, January 29th, 2014 by

OSNT31

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MLK DAY AT THE BANKS

Friday, January 24th, 2014 by

MAHI ONO KAWA

First trip to the banks proved worthwhile… miles of smooth seas, unbelievable amount of whales and plenty action on the lures. Many mahalos to Capt. Jeff and first mate Lissa for the cruise.

“KEKUANOHU” KULĀIWI 59FIFTY

Friday, January 24th, 2014 by

Releasing in-store and online this Saturday, January 25th, 2014.

Kekuanohu
[Model Ryan Yamamoto looking toward the site of the old Honolulu Fort.]

Aloha kākou!

As many of you know, we here at FITTED have a deep affinity for Hawaiian culture and we enjoy passing anything we learn on to our friends and family. This Saturday, we have a special quickstrike release, aptly titled “Kekuanohu.” Utilizing our newly dubbed Kulāiwi (homeland) graphic, we pay homage to the old Honolulu Fort.

In the early 19th century, King Kamehameha granted Russian fur traders permission to build a simple storehouse close to where Aloha Tower stands today, but they instead constructed a fort and raised their Russian flag. When King Kamehameha learned of this, he kicked them out and claimed the fort as his own, eventually adding many large-caliber guns along the walls, which gave the fort its clever nickname “Kekuanohu” (the back of the scorpion fish).

Mahalo to Christian Yee, who did a great write-up on this story. Please check out his blog, Pohukaina Cave, for more info and images on Fort Kekuanohu.

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[Old photo of the Honolulu Fort.]

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2014

Monday, January 20th, 2014 by

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NAVY KAMEHAMEHA SURF TEAM SNAPBACK & NAVY “ALOHA SERVED DAILY” TEE

Thursday, January 16th, 2014 by

Releasing in-store and online this Saturday, January 18th, 2014.

Aloha kākou!

This Saturday we’re releasing a new Kamehameha snapback specially designed for the Kamehameha Schools Surf Team, featuring white embroidery and top button on a deep navy base. A gray undervisor and white snap enclosure finish off the look. To go with the hat we’re also releasing our classic “Aloha Served Daily” tee in navy with white print.

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THE QUALITY OF PATIENCE

Wednesday, January 15th, 2014 by

SURF. EAT. SLEEP. REPEAT.

Monday, January 13th, 2014 by

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