BY ANY MEANS NECESSARY

Wednesday, October 31st, 2018 by

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So took this guy out for quick papio troll. Funny story, so we about 15 mins in when I look back and see that the little whipping pole is bent over and pulling drag. That’s a good thing. Holla at my deck hand to “grab the pole and get the fish in the boat!”. He proceeded to get down on his knees and start reeling this fish in from the pole holder like it was a 200lb. marlin or something… I’m cracking the fuck up and tell him, “no… take it out of the pole holder and reel it in standing up”. OK he says then starts cranking the reel the wrong way… loosening the handle to the point where it comes off. Not a good thing. He looks over at me and says “yo your reel is fucked”. I grab the pole and see the mess, oh well gotta do this the old fashioned way. Throw the pole down on the deck and get to hand lining this little guy to the boat. Didn’t lose it. That’s a good thing! Cheers – RM

KAMEHAMEHA SNAPBACK & TALES FROM THE PALI LONG-SLEEVE TEE

Monday, October 29th, 2018 by

Releasing exclusively in-store and online this Tuesday, October 30 at 11am HST.

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Aloha kākou!

Just in time for All Hallows’ Eve, we have the perfect treat for you all. First up is a Kamehameha snapback featuring 100% nylon honeycomb ripstop in black, with orange embroidery on the front, back, and right side, while the eyelets and New Era logo are stitched in white, and is finished off with a white snap enclosure. Alongside the Kamehameha snapback is a black long-sleeve tee featuring a brand new design titled “Tales from the Pali.” The design has a vintage graphic novel look with “Murder Stories from Morgan’s Corner” above the tee’s title. For those unfamiliar, the design is referencing a popular urban legend here in Hawaii called Morgan’s Corner.

As the story goes, a couple parked under a tree couldn’t get their car started, so the boy went to get help. The girl waited all through the windy night, while listening to the tree branches brushing over the top of the car. She fell asleep, and awoke the next morning to police officers asking her to get out of the car and leave with them, and to not look back while walking away. She couldn’t help herself, and looked back to see her dead boyfriend sliced open, hanging upside-down from the tree, and at that point she realized it was not the tree branches she heard the night before—but actually his fingernails, scraping the top of the car as his body swayed in the wind.

Happy Halloween!

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FITSTRIKE RELEASE: NIHI 59FIFTY, NIHI STRAPBACK, & BRIGANTE OVERSIZED CHEST TEE

Friday, October 26th, 2018 by

Releasing exclusively in-store and online this Saturday, October 27 at 11am HST.

FITSTRIKE

Aloha kākou!

Tomorrow’s FITSTRIKE release consists of a Nihi in both 59FIFTY and strapback silhouettes, along with a Brigante Oversized Chest tee. Both Nihi styles feature a maroon base with white embroidery, while the Brigante Oversized Chest tee features teal, orange, and black print on a white tee.

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PIHI

Thursday, October 25th, 2018 by

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK, H FEATHER TEE, & H FEATHER TANK TOP

Monday, October 22nd, 2018 by

Releasing exclusively in-store and online this Tuesday, October 23 at 11am HST.

FITSTRIKE

Aloha kākou!

We’ll be releasing a new FITSTRIKE Kamehameha snapback this Tuesday, along with an H Feather tee and tank top. The Kamehameha snapback features a woodland camouflage crown with a special patent leather visor and top button. It also features white stitching all around, with white eyelets and an orange snap enclosure. Both the H Feather tee and tank top feature white, black, dark green, and orange print on a black base.

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YR13

Friday, October 19th, 2018 by

Our 13th anniversary event will take place at our shop (1438 Kona St.) this Saturday, October 20 at 11am HST. All items will also be released online at the same time.

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Video: @kashakamu
Music: @slappsymphony

Aloha kākou!

We are extremely proud to release our newest collection for you all tomorrow, celebrating 13 incredible years of creating products we are deeply proud of, full of history and reverence for those that came before us as we look forward to what lies ahead. To honor the occasion, we’re throwing a celebration event at the shop, where we’ll be releasing two new designs as an homage to our first release, as well as a bunch of new FITSTRIKES, tees, hoodies, and new Zippo lighters.

Moʻolelo by Ola:

Reflection is important to gauge growth, imperative for self determination, and ultimately shapes a narrative to move forward. A check-and-balance approach—how do we know how far we have come? Where are we going? Who inspires us? Why are we inspired? These questions lead us to the ideas and thoughts we use to explore collections. It is not just merely to create merchandise, but rather to revere our forefathers, share mo‘olelo, and build upon those legacies. In exchange for reverence, we in part build our own legacy on the backs of these ideas. The word “kuakini” translates to “innumerable,” further said of the 40,000 ancestors that come before you. We at FITTED firmly believe in this ideology, that perhaps somewhere in our genealogy were kaulana, or famous story tellers.

In this collection, we are inspired by grand ideas and the long play, so to speak. There are many instances in the past of great accomplishments that bettered the lives of many in the future. In particular, we chose to revere the great Mō‘i Pi’ilani—whose name translates to “Ascent to Heaven”—the 15th King of Maui in the 14th century.

Widely regarded as peaceful for most of his reign, he is famously credited for unifying east Maui with the rest of the districts. However, his most influential contribution has to be the construction of a road which connected all the paths of Maui now under reign.  We name this new graphic “Vanguard” as a fitting term for Pi’ilani and his large civil projects to move civilization forward. It is forward-thinking, progress, and unity that aligns us under our reverence banner along with the moʻolelo, which then creates strong intellectual property that belongs to pae‘aina and all the people of these lands. We must protect this HISTORY and share these stories for they were critical in building this place we love—Hawai’i.

Keeping on topic of building FITTEDʻs story we looked back to our very first project with New Era. Many of you may remember the original colorways and the introduction of the Kamehameha logo, along with our use of the original Tools of the Trade pattern, the introduction of H Pride, and all of the colorway theories. So we look back to 2007 and build upon the backs of the team and community, who with continued support allow us to pursue our dreams of sharing more stories.

The Vanguard design introduced above is our first homage back to our original New Era project, yet designed specifically to revere Piʻilani with an aesthetic fitting to his accomplishments. The bold and geometric elements represent Piʻilani’s proud connection to building, construction, and skilled labor, which was reflected in his strong character. The minimalistic qualities help the Vanguard become iconic and timeless, living beyond our years and those after.

The Tools of the Trade pattern which debuted with the original Kamehameha design has been updated as well to coincide with the Vanguard design. This new pattern is aptly named “ʻAokanaka” which translates to “to think or behave reasonably; human enlightenment, civilization; rational.” As the original Tools of the Trade pattern showcased various weapons used in Kamehamehaʻs reign to help conquer and unite the islands as a great warrior, these new tools refer more to the various tools used by all types of highly skilled workers, like koʻi (adze) for shaping canoes, hooks for fishing, or seabirds for voyaging. Every tool is valuable in uniting the community and moving civilization forward.

Along with Vanguard, we are also introducing “Palisade” in that familiar colorway theory of kelly green and orange. At first the name may throw you for a loop, because although we love the area of Palisades in the Manana Ahupuʻaʻa, we did not use this opportunity to place reverence on this area just yet! Palisade literally translates to a fence of pales or stakes pointed at the top and set firmly in the ground in a close row, as for enclosure or defense. This translation refers to our consistency over the past 13 years of serving the community, a metaphorical claim of stakes in the ground placed as a defense of sorts. In this collection, we also introduce the acronym S.H.I.P. (SUPPORTING HAWAIIAN INTELLECTUAL PROPERTY) to further the idea of staking the ground. Drawing a line in the sand, we are saying that our history and ideas are proprietary, and in our own contribution we’re demanding a baseline of quality.

Lastly, we’ll also be revealing our new label system, starting with this collection and moving forward on all future garments. Labels are normally disregarded as the basic location for the brand name and maybe the size, but we wanted to give it a deeper responsibility. The means to perhaps start a conversation, engage thought, and hopefully inspire action. In the top right on the back of the label, we have a quote by King Kamehameha which translates to “Take up my endeavors in its entirety and carry them on without end.” Meaning he wanted us to take everything he was known and revered for, all of his successes and accomplishments, and keep it going. He provided the means for a great future, as long as we kept moving forward. To the left of the quote is an upside-down “1893” to represent a time in our history that we hit a massive roadblock with the overthrow of the Hawaiian government, and the words of King Kamehameha seemed to be lost forever. However, we believe there is still a chance to fulfill the dream he laid out for us. Our mission statement below the year and quote is also a promise that we’ll keep doing our part. We may have lost many things, but one important thing we still have is our Hawaiian intellectual property, which can never be taken away from us. Using S.H.I.P. as the foundation, we feel that as long as we hold onto our intellectual property, embrace it, fight for it, and always hold it to the highest standards, we can proudly move forward and continue King Kamehameha’s quote in a new way.

Sharing of our culture is for everyone to experience but it is the responsibility of the person sharing to have the wit and concern for cultural sensitivity. Reverence and intellectual property control as we stand completing year 13 and moving on to year 14, we proudly say we’re #stillhere #stillserving #aloha #asd #lucky13. MAHALO MAHALO MAHALO!

With our utmost sincerity, we’d like to mention that couldn’t have accomplished 13 years of serving aloha without YOU! So please come join us at the shop tomorrow to help celebrate our anniversary! Along with the new hat designs, we’re also releasing new tee and hoodie designs, over 20 FITSTRIKES, and new Zippos—too much to show and describe so please scroll through the photos below and come to the shop to check them out! We’ll also have plenty of food and drinks on hand for everyone to indulge as we cruise and talk story. We hope to see you all there!

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HERE & NOW

Friday, October 19th, 2018 by

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FITSTRIKE RELEASE: MUA SNAPBACK, KEIKI MUA SNAPBACK, ALOHA LOGO TEE, KEIKI ALOHA LOGO TEE, & KEIKI DREAMERS TEE

Monday, October 15th, 2018 by

Releasing exclusively in-store and online this Tuesday, October 16 at 11am HST.

FITSTRIKES

Aloha kākou!

This Tuesday’s FITSTRIKE offerings include items for both the keiki and the grown-ups. The matching adult and keiki Mua snapbacks feature a premium heather grey Shadow Tech base, with a front logo stitched in black-to-white gradient and light teal, white eyelets, black New Era logo, light teal crest, and black snap enclosure. The matching adult and keiki Aloha Logo tees feature teal print on a white tee, while the keiki Dreamers tee features white print on a heather grey tee. Both keiki tees come in toddler, juvenile, and youth sizes (2T-4T, 6J, 7J, XS, S).

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GROUNDHOG DAY

Friday, October 12th, 2018 by

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ALOHA SNAPBACK & GREEN FLASH TANK TOP

Thursday, October 11th, 2018 by

Releasing exclusively in-store and online this Saturday, October 13 at 11am HST.

Video: @kashakamu
Model: @daveydizzle49, @kaulanakealoha85, @scotty_t34, & @kai.lima
Music: @slappsymphony

Aloha kākou!

We’re sending out even more ALOHA this Saturday with another premium Aloha 9FIFTY snapback, crafted out of 100% cotton ripstop in black on the crown and visor and dark grey on the undervisor. The front Aloha is stitched in yellow and outlined in white, while the side New Era logo is stitched in white, and the side crown and back shaka are stitched in yellow. It’s finished off with a black snap enclosure and a Hawaiian flag tag with Aloha Served Daily on the back. Releasing alongside the Aloha snapback is a matching tank top featuring a new design titled “Green Flash,” which captures the serene sunset before it falls behind the horizon and the famous split-second green flash appears.

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