FASI SNAPBACK & KEIKI FASI SNAPBACK

Monday, October 31st, 2016 by

Releasing exclusively in-store and online this Tuesday, November 1 at 11am HST.

FASI

Aloha kākou!

We will be releasing two matching Fasi snapbacks tomorrow—one for the keiki and one for the grown folks. This unique multi-colored snapback features navy front panels, back panels, and visor, while the left panel and right panel are switched up with red and yellow, respectively. Additional details include a blue and white front Fasi logo, yellow side New Era logo, blue and white back logo, white eyelets, white snap enclosure, and red contrast stitching on the crown.

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THE RED TURTLE

Monday, October 31st, 2016 by

A/W TRADEWINDS COLLECTION

Friday, October 28th, 2016 by

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

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Photo: @jasonjko
Model: @salvacio90

 

Aloha kākou!

Aside from the breathtaking scenery and abundance of sunshine that the Hawaiian islands provide, one of best traits is actually invisible to the naked eye (unless of course you count the swaying trees)—our natural tradewinds. Those cool winds flowing in from the north east to south west bring a level of comfort that’s second to none. Some people call our trades a “natural air conditioner,” but however it’s described, it’s always with affection. Just saying the term “tradewinds” evokes a sense of elation and tranquility in any local, almost as if a cool breeze just whisked by at that exact moment.

The tradewinds are not only relied upon for their cool climates. Just as rain can have a significant effect on outdoor lifestyle in Hawaiʻi, so too can the wind. Daily activities such as fishing, surfing, or boating all rely on the weather patterns to determine success. Ancient Hawaiians looked to the koaʻe (tropic bird) to help them while they sailed as well, as evidenced by the proverb:

“Ke Kupu, o ka ‘aina ua malie, ua au koaʻe.”
(The natives of the land declare that the weather is calm when the tropic bird travels afar.)

This olelo noʻeau points to a form of hoʻailona (omen or sign), which signaled nice calm weather when they saw a koaʻe flying far out at sea.

Although the tradewinds come and go all throughout the year, it’s important to note that we still experience seasonal changes in the weather as well—subtle as they may be—which argues against the common misconception that Hawaiʻi has no seasons. Unlike the four drastic seasons seen elsewhere in the world, we normally only fluctuate between two—hoʻoilo (wet) and wela (dry).

This unique collection was curated around the theme of tradewinds and our unique weather, and also pulled inspiration from nautical elements, the koaʻe (tropic bird), and climate imagery to help strengthen the aesthetic vision.

With extensive focus and care put toward our cut & sew program, we will be introducing new pieces throughout the collection, geared toward highly technical construction through our new TropTech tier, as well as premium lifestyle construction through our new OutFitted tier.

We’re also introducing a new graphical element specifically designed for this season, based on a climate map of the entire Pacific Ocean, showing the system of winds as it flows throughout the ocean based on our current hoʻoilo season. Two new patterns were then created from this and used throughout the collection—TRDWND_EARTHBLUE and TRDWND_BLACKNIGHT, featuring the same map but in light and dark variations, respectively.

 

Breezy Unstructured Strapback – Black or Olive
This private-label strapback features our new Breezy logo that was created for this collection, which depicts FITTED in an italicized font, along with motion lines and a small koaʻe (tropic bird) at the front, invoking a fast movement feeling. The left side features the F from our new 10 year logo next to a geometric shape filled with trilocks. The shape is actually a stylized version of the universal nautical signal flags used by the coast guard on the open ocean, with each geometric flag representing a different letter. The flag shown on the hat represents the letter F. Above that are the latitude/longitude coordinates for a geographic area known as Kou in ancient Hawaiʻi, one of the original names for the city of Honolulu. The back features our motto stitched above the adjustable strap, while the right side features our standard crown. On both hats, the embroidery and eyelets are stitched in white.

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Tradewind Runners Tee – Black, Red, or Dark Green
This tee features a sailing flag on the front left chest, along with a bigger version on the back in front of Diamond Head, clouds, and several birds. Above that is our standard crown, and below that is our logo as well as “Tradewind Runners” and the same latitude/longitude coordinates mentioned above.

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ENJOY THE SILENCE

Wednesday, October 26th, 2016 by

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BLOOD AND STEEL

Monday, October 24th, 2016 by

FITSTRIKE RELEASE: H PRIDE SNAPBACK

Friday, October 21st, 2016 by

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

FITSTRIKE

FITSTRIKE

Aloha kākou!

We have a special FITSTRIKE release this Saturday, featuring a brand new H Pride snapback made entirely out of cotton ripstop dipped in digital camouflage. The front, side, and back embroideries are all white, matching the white snap enclosure.

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BORROWED TIME

Tuesday, October 18th, 2016 by

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With the impending regulation of Makua beach right around the corner it makes days like these all the more memorable. Cheers – RM

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A.I.

Monday, October 17th, 2016 by

FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & WTCF TEE

Sunday, October 16th, 2016 by

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

FITSTRIKE

Aloha kākou!

We have a new FITSTRIKE Kamehameha snapback and Who The Crown Fits tee releasing on Tuesday. The Kamehameha snapback features a royal blue crown with a white visor, top button, and snap enclosure. The embroideries on the front, side, and back are all stitched in light grey. The matching Who The Crown Fits tee features our classic logo (front) and crown (back) printed in white on a light grey tee.

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FITTED + HRDLCK “BLOOD, FISH & BEERS” COLLECTION

Friday, October 14th, 2016 by

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


Footage: @d35 & @thejerko
Drone: @mr_casanova
Edited: @d35
Captain: @c_bal

Aloha kākou!

Our relationship with the fellas at HRDLCK goes way, way back and it first materialized in the form of a collaborative tee back in 2011. The concept behind the tee was a humorous take on the common surf warning signs posted around many Hawaiian beaches, with the motto “Blood, Surf & Beers” showcased under the signs. We teamed up with HRDLCK again to release a new collection almost five years later, switching up the theme this time around from surfing to fishing—another water sport we’re particularly known for here in Hawaiʻi. We’ll let our friend Troy take it from here to describe the collection from his own unique and humorous perspective:

Troy’s Take:

It’s hard to believe there are some who can’t wait for the next Drake tune to drop. Stumped.
It’s also hard to believe that there are some who just hate the taste of fish. Good.
Cut to: Different Strokes theme.
“Now, the world don’t move to the beat of just one drum,
What might be right for you, may not be right for some.
A man is born, he’s a man of means.
Then along come two, they got nothing but their jeans.
But they got, Diff’rent Strokes.
It takes Diff’rent Strokes.
It takes Diff’rent Strokes to move the world.”

So there we were, bouncing around, throttling against the waves, no land in sight.
The Captain, a napper, an ill mate and three who chose to substitute morning coffee for an ice cold beer. Different Stokes. The fifth beer was smashed by 10am, first catch thereafter. Wait, how do you even write about fishing on a boat and what you caught? What the fuck is this crap? You know what? Watch the damn video. It’s good. We killed it because we had a bloody good time, with good company. Yeah, here’s a fucking life lesson you fucking cookie cutter mutherfuckers.. You wanna have fun? Be a good person and shit? Maybe try surrounding yourself with good vibes as best you can and accept the fact that we all come from different strokes. New is so overrated. Like this hat you’re frothing over. Go against the grain sometime, you might surprise yourself. Well as long as you live, keep learning how to live (plagiarized). I guess.

 

The FITTED + HRDLCK “Blood, Fish & Beers” Collection includes one hat and three tops (one short-sleeve tee, one long-sleeve tee, and one tank top). The Blood, Fish & Beers snapback features a unique honeycomb nylon ripstop base in black, with a traditional green polyester undervisor. The front features a new patch made specifically for this collection, with “FITTED x HRDLCK” across the top, “Blood, Fish & Beers” across the bottom, and a fish skeleton right in the middle. The snapback also features white eyelets, tonal black New Era logo and back crest, white snap enclosure with ASD Flag tag, and a woodland camouflage sweatband. The Blood, Fish & Beers tee features the same patch design printed small on the front left chest and large on the back, in white on a black tee. The tank top features a similar look but with a rainbow gradient fill on the back instead. The Kākū long-sleeve tee features an illustration of a kākū (barracuda) skeleton on both arms, with the Blood, Fish & Beers emblem on the upper left chest. The back features our crown and HRDLCK’s logo underneath.

 

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