FALL 2014 DELIVERY “WE FORWARD IN THIS GENERATION” (FIRST RELEASE)

Tags: , , , , , ,
Posted in Updates on October 31st, 2014 by FITTED

Releasing in-store, online, and at select stockists this Saturday, November 1st, 2014.

IMG_5419

Aloha kākou!

“We forward in this generation.” These powerful words spoken by Bob Marley (Redemption Song), are the foundation for our Fall Delivery One collection. Although it can be interpreted in a number of ways, through our collection we perceive the meaning as “adaptation through change,” and liken it to Hawaiʻi’s ability to assimilate and adapt to a variety of changes throughout its existence, and how we as a people keep moving forward. From the first settlers landing in Hawaiʻi, to Kamehameha’s unity of the islands, to the wave of western influence in Hawaiʻi, and to the present with Hawaiʻi’s ongoing environmental changes—we’ve pulled some of these moments in Hawaiʻi’s history and visually portrayed them within our Fall collection.

As a way to interpret our moʻolelo throughout, we built several new designs and patterns, as well as looked back to a few classics from our archives, all of which can be tied back to the collection’s theme. We also focused much of our energy on the material and textiles used, many even for the first time, resulting in a more refined and detailed capsule.

Through our Fall 2014 collection, we strive to showcase Hawaiʻi’s ability to assimilate and move forward through all the changes it has faced. In addition, we also draw a parallel to our company on more of a microscopic level. Coming up on 10 years in this industry, we’ve witnessed many changes, trends, and even recessions. Through it all, we maintained and pushed forward, stronger and more knowledgeable than ever before. May we move forward in this generation, and may we move forward in each generation to come.

 

ʻAukai Native Snapback
Featuring a stone colored cotton twill crown with white front logo and side crown embroidery, as well as tonal New Era logo and white/navy back crest embroidery. The eyelets and top button are navy, matching the navy visor made out of strong duck cotton fabric. A white snap enclosure is seen around the back. The highlight of this hat is the new ʻAukai design on the inner satin lining. ʻAukai means “seafarer” in Hawaiian, and the design represents the ocean surrounding our islands—the passageway that brought the first Polynesian settlers, plants and animals, and paved the way for a new beginning.

front

back

left

right

bottom

 

Kill Them With Aloha Tee – Black
Our classic KTWA design on a black tee. An amalgamation of Hawaiʻi and western military involvement, this tee features a gray print on the front, a gray/white crown on the back, and white sleeve and lower left lau (leaf) hits.

front

back

side

right

left

 

Thief’s Theme Crest Tee – Black / Women’s Muscle Tee – Black
Our classic Thief’s Theme pattern makes a return in our Fall collection in a muted colorway. This was our observation of the outside world pulling imagery from Hawaiʻi and flipping for personal gain. We created the Thief’s Theme pattern as our way of gripping the reins and pulling back that imagery in a time that we thought we were losing control of how Hawaiʻi was being used and portrayed. Based on a black tee and women’s muscle tee, our FITTED crest is printed in white and filled with the Thief’s Theme pattern, with a white crown on the upper back.

front

back

front

back

Tags: , , , , , ,

Comments are closed.