SPRING/SUMMER 2015 DELIVERY “WEIGHT OF A PICUL”

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Posted in Updates on April 16th, 2015 by FITTED

Releasing in-store, online, and at select stockists this Saturday, April 18th. Please note that the ʻIliahi Tree Camo Cheehuu snapback will not be available online.

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Photos: Chris Fujimori (@cfujifilms)
Model: Jeff Bermoy

Aloha kākou!

Our Spring/Summer 2015 Delivery continues this Saturday with more items from the Weight of a Picul Collection. In these two seasons, we focus our attention to two of Hawaiʻi’s commodities that have proven to be incredibly important in Hawaiʻi’s socioeconomic growth. ʻIliahi, or Hawaiian sandalwood, dynamically shifted our economy with the introduction of the trade industry. Koa ushered in a new demand for quality materials in modern times, solidifying its place among the world’s finest woods. The name “Weight of a Picul” stems from the Asian unit of measure that was used when trading the sandalwood in the early 1800’s, defined as “the amount a man could carry on his shoulder” and equalled 133 1/3 pounds.

For this collection, we created two separate Real Tree Camouflage patterns based on the rare and endangered ‘Iliahi Tree and the fine grain Koa Tree, both of which are endemic to Hawaiʻi. In each pattern we strive to highlight the trees for their distinct beauty and importance in Hawaiʻi’s history.

 

ʻIliahi Tree Camo Cheehuu Snapback
Designed with a manufacturing technique we’re utilizing for the very first time, this Cheehuu snapback features our ʻIliahi Tree Camo pattern sublimated on polyester poplin over the entire crown, which is then camouflaged by black mesh. It also features a full black visor and white embroidery all around which matches the white snap enclosure. Infrared provides a nice contrast in the eyelets and top button. Due to the limited number in stock, there will be no online release for this hat.

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Kalai Waʻa Tee – Black
This tee was inspired by one of the original uses for koa wood, building canoes. “Fitted” is featured on the front above the words “Designed in Hawaii” and two crossed koʻi (Hawaiian for adze), which was the tool of choice for carving canoes. Under that is “Kalai Waʻa” which is a term that indicates a master canoe builder, one whose responsibility it is to bring the canoe to life. Printed on both sleeves is an illustration of an ʻelepaio on a koa tree branch. The ʻelepaio is a native Hawaiian bird that is commonly found near fallen koa trees that are infested with insects. With this knowledge, the Kalai Waʻa would be able to find the best fallen koa trees for carving into canoes, since the good trees wouldn’t have insects and therefore wouldn’t have any ʻelepaio near them.

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Who The Crown Fits Tee – Red
A clean logo tee featuring black print on a red tee.

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