DECEMBER DAILY PROGRAM

Saturday, November 30th, 2019 by

Releasing exclusively in-store and online this Sunday, December 1 at 10am HST.

Aloha kākou!

We’re not taking any breaks this weekend, as we’re coming back with December’s DAILY PROGRAM offerings tomorrow. At 10am HST, we’ll be releasing a black Fasi 59FIFTY, bright red Kamehameha snapback, kelly green Nihi snapback, and black Vanguard snapback, all with white embroidery. We’ll also be releasing a black/white Native tee, white/clear gel Brigante tee, kelly green/white Fasi tee, and a red/white Who The Crown Fits long-sleeve tee.

No matter what it is that you do, where you go, who you’re with, whatever the occasion may be, you can always rely on a daily fit and ensure you can always pick one up.

As always, ALOHA SERVED DAILY.

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SMALL BUSINESS SATURDAY 2019

Friday, November 29th, 2019 by

Releasing exclusively in-store and online this Saturday, November 30 at 10am HST.

SMALL BUSINESS SATURDAY

MUA

A HUGE MAHALO to all the night owls that stopped by and cruised with us at our Black Friday event last night! It was another great turnout thanks to all of you. Nothing but good food, good friends, and good times.

Tomorrow, we’re keeping the party going with a great Small Business Saturday release, featuring a brand new Mua snapback. The Mua features a full 100% nylon ripstop base in woodland camouflage, with black undervisor and woodland camouflage sweatband. The front Mua logo is stitched in black and white, while the side crown, back Cheehuu logo, and crest tag are black, and the eyelets, side New Era logo, and snap enclosure are white.

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BLACK FRIDAY 2019 / KA WELA O KA UA

Wednesday, November 27th, 2019 by

Our Black Friday event starts on Thursday, November 28 at midnight HST.
See detailed in-store/online release info after the moʻolelo.

Video: @kashakamu
Model: @olapakauwila.wilz

BLACK FRIDAY FLYER

Aloha kākou!

The event we look forward to every year is back tomorrow night at midnight! And weʻre bringing you a big release to celebrate, headlined by our most premium and technical product to date. A bevy of supporting FITSTRIKES and tees are dropping alongside it, all tying back to the central theme, which Ola explains in detail below. Along with the new releases, we also have the annex across from us filled with amazing deals, showcasing $15 hats and $10 tees! Come join us tomorrow for great food and entertainment all through the night as we celebrate our 14th Black Friday event!

Moʻolelo by Ola:

“I conversate with many men, it’s time to begin again
Forgot what I already knew, ayo, you hear me friend?
Illuminati want my mind, soul and my body
Secret society, trying to keep they eye on me
But I’ma stay incogni’, in places they can’t find me
Make my moves strategically, the G.O.D.
It’s sorta similar but iller than a chess player
I use my thinker, it coincides with my blinker.”

The Track Masters-produced “I Shot Ya” remix featuring Foxy Brown, Keith Murray, Prodigy, ‪Fat Joe‬ and ‪LL Cool J‬, personally, had some of the stingiest bars during the filthy east coast/west coast showdown in the mid-‘90s. One of the most iconic, verse two, was written and performed by one half of cult classic, ‪Mobb Deep‬. The line “secret society, trying to keep an eye on me” strikes as the most supreme foreshadowing. At the core, we’re presented with what seemed to be a bitter rivalry between the most visible bookends of American culture. Was it really a bitter rivalry, or just a misunderstanding consuming relentless bystanders? Whether you held down a west or east representative, one thing is certain, no one really won. In fact, we ended up getting robbed of years of musical fulfillment by two of the greatest culture creators of the modern era.

So what does any of this have to do with FITTED 2019 Black Friday collection you may ask? Well, everything! Since day one, we honored our past with color, moʻolelo, and imagery, all living on as expressions in the form of gear! Mahiole (Feather helmet, helmet; to wear a helmet.) and ʻAhu ʻUla (ʻAhu, a garment, and ʻUla, red) are markers of its wearer status, authority, and spiritual connectedness. This often plays a major role in the expression of power, as the mid-‘90s left behind its grimy, hustling, backpacker past, and made room for a more expressive “you can hate me now” bling era. We find similarities between diamonds and gold in ʻŌʻō, Mamo, ʻApapane and all Hulu Manu that were highly prized by our ancestors.

Various colored feathers were prized more than others. Since red was associated with gods and chiefs, red feathers were reserved for religious objects and garments worn by high-ranking members of society. The red-feathered ʻIʻiwi and ʻApapane birds are small but plentiful, and feathered capes made for the elite actually came to be known as ʻahu ʻula, meaning “red garment.” The name did not change even after Hawaiian artists began including yellow feathers alongside the red. Rarer than red feathers in Hawaii, the golden feathers of the ʻŌʻō and Mamo were highly prized. If you’ve been following us throughout the years, we shared a few facts about these ʻahu ʻula. For instance, one could see Kamehameha’s ʻahu ʻula as a gorgeous, flush yellow piece of art, standing as tall and significant as a pillar of a building. These all yellow ʻahu ʻula were called “Alaneo,” and possibly consisted of 80,000 Mamo feathers, yet hidden beneath this labored work was a layer of red hulu. This was meant to make sure only a red color similar to koko (blood) touched the skin, so we have been told. Kia manu, kapiʻo manu (bird catchers) and the manu themselves are the unsung heroes, so to speak. Because the task of collecting thousands of feathers is arduous, it supports the comparison of being the gold and diamonds of Polynesia.

Lastly, our inspiration finds a home this season in the many FITSTRIKES inspired by these hulu manu. ʻAkilaloa, ʻApapane, ʻŌʻō, Mamo, Pueo and ʻIʻiwi make up these ancient markers of rank and status. As we turn the corner on 14 and head into the 15th year of business, we decided to start out the year-long journey by “crowning” our loyal supporters and ʻohana with a very limited Mahiole papale. The high broad crest, a design nod to the island of Kauai and King Kaumualiʻi, the Mahiole offers physical and spiritual protection to the wearer.

 

IN-STORE ONLY:

MAHIOLE 59FIFTY
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CONSEQUENTIAL HOODIES & LONG-SLEEVE TEE
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PUEO TEE
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ORNITHOLOGY TEE
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ʻŌʻŌ TEE
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THE FLOCK TEE
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ʻAKIALOA TEE
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ONLINE ONLY:

ORNITHOLOGY TEE
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THE FLOCK TEE
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ʻAKIALOA TEE
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IN-STORE & ONLINE:

ʻAPAPANE I MUA 9FIFTY SNAPBACK
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ʻAPAPANE II MUA 9FIFTY SNAPBACK
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ʻAKIALOA MUA 9FIFTY SNAPBACK
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ʻŌʻŪ KAMEHAMEHA 9FIFTY SNAPBACK
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ʻŌʻŌ NIHI 9FIFTY SNAPBACK
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PUEO BRIGANTE 9FIFTY SNAPBACK
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ʻIʻIWI VANGUARD 9FIFTY SNAPBACK
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SLAPS WIND 9FIFTY SNAPBACK
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SLAPS WIND 9TWENTY CURVED VISOR STRAPBACK
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FITSTRIKE RELEASE: VANGUARD SNAPBACK & HOʻO MANO TEE

Monday, November 25th, 2019 by

Releasing exclusively in-store and online this Tuesday, November 26 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesday, weʻre releasing a new FITSTRIKE Vanguard snapback and Hoʻo Mano tee. The Vanguard snapback features a full denim base with white accents all around, while the Hoʻo Mano tee makes a long-awaited comeback, sporting reflective grey gradient tiger stripes on a black tee.

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FITSTRIKE RELEASE: VANGUARD SNAPBACK & OVERSIZED NATIVE TEES

Friday, November 22nd, 2019 by

Releasing exclusively in-store and online this Saturday, November 23 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a new Vanguard snapback and Oversized Native tee releasing this Saturday under our FITSTRIKE program. The Vanguard snapback features a dark graphite base with light teal undervisor and top button, along with a clear snap enclosure. The front logo is stitched in black, light teal, and shades of grey, while the side logo is stitched in light teal and the back crest is stitched in black and light teal. The Oversized Native design shows up on a mineral grey or black tee, both with light teal print. We recommend sizing up on the mineral grey version due to the tie-dye properties of the tee.

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FITSTRIKE RELEASE: MUA SNAPBACK & DOUBLE UP TEE

Monday, November 18th, 2019 by

Releasing exclusively in-store and online this Tuesday, November 19 at 11am HST.

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE release consists of a new Mua snapback featuring a stone base with pastel blue, green, gold, and orange stitched with white on the front. The back crest is stitched in white and pastel orange, while the side New Era logo and snap enclosure are white. Releasing alongside the Mua is a brand new design entitled Double Up, featuring a repeating multi-colored trilock graphic and a bold “fitted” on the front, with a yellow crown on the back, printed on a white tee.

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & FISH & POI TEE

Friday, November 15th, 2019 by

Releasing exclusively in-store and online this Saturday, November 16 at 11am HST.

FITSTRIKE

Aloha kākou!

We’re releasing a new Kamehameha snapback and Fish & Poi tee this Saturday under our FITSTRIKE program. The Kamehameha snapback features a black crown, cardinal front Kamehameha logo and top button, dark grey visor, eyelets, and snap enclosure, and light grey undervisor, side New Era logo, and back crest. The Fish & Poi tee features grey and white print on a black tee.

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & KILL THEM WITH ALOHA TEE

Monday, November 11th, 2019 by

Releasing exclusively in-store and online this Tuesday, November 12 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesday, we’re releasing a new FITSTRIKE Kamehameha snapback and Kill Them With Aloha tee. The Kamehameha features a bright rose base with white embroidery on the front, teal embroidery on the side, white/teal embroidery on the back, and it’s finished off with a white snap enclosure. The matching Kill Them With Aloha tee features teal and bright rose print on a black tee.

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FITSTRIKE RELEASE: MUA SNAPBACK, KEIKI MUA SNAPBACK, & ELEMENTS TEE

Friday, November 8th, 2019 by

Releasing exclusively in-store and online this Saturday, November 9 at 11am HST.

FITSTRIKE

Aloha kākou!

Saturday’s FITSTRIKE release consists of a Mua snapback in adult and keiki sizes, along with a matching Elements tee. Both Mua snapbacks feature a navy base with orange, teal, and white stitching on the front, orange stitching on the side, white stitching on the back, white eyelets, and a white snap enclosure. The Elements tee features a multi-colored trilock design on the back with an all-white design on the front, printed on a navy base.

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FITSTRIKE RELEASE: MUA 59FIFTY & ISLANDERS TEE

Monday, November 4th, 2019 by

Releasing exclusively in-store and online this Tuesday, November 5 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a new FITSTRIKE Mua 59FIFTY releasing this Tuesday, alongside a new Islanders tee. The Mua 59FIFTY features a black base with white eyelets, yellow New Era logo, and white and orange crest, while the front logo is stitched in white and a red-to-yellow gradient in the middle. The matching Islanders tee features black text outlined in orange and yellow, printed on a silver tee.

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