MARCH DAILY PROGRAM

Saturday, February 29th, 2020 by

Releasing exclusively in-store and online this Sunday, March 1 at 11am HST.

DAILY PROGRAM

Aloha kākou!

Our monthly DAILY PROGRAM offerings continue tomorrow at 11am HST, where we will be releasing a black Forevermore 59FIFTY, navy Kamehameha 59FIFTY, navy Kamehameha Grown strapback, and botanical green Vanguard snapback, all with white embroidery, with the Forevermore adding a metallic silver outline. We’ll also be releasing a navy/white Brigante tee, military green/white Trilocks tee, and sand/white Who The Crown Fits 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.

FOREVERMORE

KAMEHAMEHA

KAMEHAMEHA

VANGUARD

BRIGANTE

TRILOCKS

SAND

KŌLEA

Friday, February 28th, 2020 by

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

KOLEA

Aloha kākou!

Tomorrow, we are releasing a special new capsule centered around the kōlea (pacific golden plover)—an incredible bird we are fascinated with here in Hawaiʻi—by creating a fictional sports team with the kōlea as the mascot. This all-new capsule includes the headlining Kōlea snapback featuring unique trucker mesh over material construction, and is supported by the gold Flourished Bird tee, white Kōlea Home Team tee, lagoon blue Pacific Plovers long-sleeve tee, and black Kōlea Home Team hoodie.

We admire the kōlea’s resilience and steadfastness during their difficult migrations, as they arenʻt capable of soaring as most migratory birds are able to, nor are they able-bodied swimmers like most shorebirds. Every year, this species of plover makes the exhausting journey from their home territory in Hawaiʻi northward to the Arctic to mate and nest their offspring. It is believed that Polynesians would spot flocks of these kōlea, and would follow their flight paths to shore.

Moʻolelo by Ola:

Have you ever watched a University of Hawaiʻi game (in any sport) and completely lost your mind and yelled at the ref about him or her being blind? This game is fixed! Dressed in black and green paint, tied la’i around your po’o and arms as if your channeling Fili? See these behaviors are an extension of who we are, we identify as if it is “ours” or “we” that won or lost this game. I use the Universtiy of Hawaiʻi as our only true source of this evidence called “fandom.” We’ve had small doses of minor league, semi-professional teams, and the ever omnipresent Pro Bowl and Lakers preseason events. But alas one to call our own!

Normally our concept meetings consist of questions including many “what if’s.” Given the opportunity, how would we approach building a professional sports franchise? This release dives into a case study on how we could be represented, taking inspiration from our surroundings and drawing from the characteristics of space-sharing friends. These friends have long been a part of our islands, giving us the inspiration and confidence to explore and travel thousands of miles without a destination, just instinct carved through the experienced lens of observation. ʻAu I ke kai me he manu ala (Cross the sea as a bird). The pacific golden plover! Guiding us to victory across thousands of miles of open ocean, fearing nothing in our path!!!

If we were tasked in selecting a mascot to represent the people of the Islands, it would be the Kōlea, or Pacific Golden Plover. Not due to its aggressive nature or predatory instincts, but its hardiness and adaptability while making the numerous arduous journeys across the Pacific through the course of their lives. Each year, they return to the same exact place with pinpoint accuracy on the shores of Hawaii, in fall to feed, and Alaska, in spring to breed, safeguarding each location while present. From those traits, we can draw parallels to our own.  Whether we remain on the shores of the islands or make the journey beyond them, home is not where we lay our head or where our heart is. Home is where the ʻike is.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FRONT

BACK

FRONT

BACK

FRONT

BACK

ARCHIVE SERIES #0007: T.R.O.Y.

Thursday, February 27th, 2020 by

T.R.O.Y.

“Na ka mua, na ka muli.”

Belonging to the older, belonging to the younger.

On a higher conscious level, time is all relative. In cosmology, it is thought that the future can affect the past and depending on the observerʻs reference, the future and/or past may also be experienced in the present. An example of this is viewing sunlight, which because of the distance that light has to travel from lā, is in actuality, eight minutes and 20 seconds old; yet weʻre experiencing this right now, in the present.

Na piko ʻekolu, or three piko, is a spiritual belief some kānaka maoli subscribe to, which connects us physically to the past, present, and future, in addition to the cosmos. This theory was shared pre-Western contact in Hawaiʻi, and is said to have helped with harmony and health/well-being. ʻEkolu piko is said to also represent the mind, body, and soul, as well as the the three main body points: piko i (head) which connects to our past and ʻuhane, piko ō (middle) which give us our naʻau (gut) feeling and informs us of the decisions we make in the present (and is also where emotions, knowledge, and wisdom are seated), and lastly, the piko ā (loins), in which our seeds, or next generation emerge from. It is in this divine order, top, middle, and bottom, that we are able to pass on the knowledge we’ve obtained throughout our life on to he hanahuna.

In Hawaiian culture, pālua, or duality, is an important concept. It can represent the relationship between life and death, good and evil, light and dark, the sunrise and sunset, and past and future. As we mentioned earlier, the latter concept of time is incredibly powerful. There are times where we look to the past, where the sun sets and po (darkness) prevails to inspire us in the present, which may help shape the future for the next generation.

As many of you have come to know over the past 15 years, our artistic roots are profoundly and firmly rooted in Hip-Hop culture and music with a particular focus on the 90s. In the past, we’ve referenced everyone from ‪Mobb Deep‬ to ‪A Tribe Called Quest‬, ‪De La Soul‬, and Biggie. With this latest graphic, we used the concept of past and future while paying homage to Pete Rock and ‪CL Smooth‬, the illustrious duo who blessed us with two paradigm-shifting albums: their 1992 debut LP Mecca and the Soul Brother, and the ’94 banger, The Main Ingredient, both of which nearly claimed the coveted five mic rating in The Source magazine.

While the image is symbolic of Chocolate Boy Wonder and CL Smoothʻs logo used across all of their collaborative albums, we also looked to the historic past at statues carved out of stone. Such kiʻi pōhaku were found on Nihoa, one of ten islands found in the leeward Hawaiian islands, just Northwest of Kauaʻi and Niʻihau. Hawaiian mythology explores the belief that these stone carvings were portraits of our ancestral Gods: Kū (whose name means “to rise”) and Hina (which roughly translates to “leaning down”), with the former representing kāne, and the latter serving as a deity for wahine. The slab-shaped pohaku are known as male, while the flat-shaped stone carvings represent the female.

Just as these ancient tales are what helped forge the many principles and values that modern Hawaiians hold today, it is the influence of the two gifted Hip-Hop scribes, the Mecca and the Soul Brother, that helped form the silhouette of this new design weʻre calling “T.R.O.Y.”

ALOHA SERVED TODAY

Tuesday, February 25th, 2020 by

SALE

Aloha kākou!

Tomorrow we are having a ONE DAY SALE, both in-store and online! Almost all hats will be $20 or less and almost all tees will be $15. The sale starts tonight at midnight online and 11am HST in-store. No online code needed. Mahalo for your continued support!

(Sale excludes recent releases, stickers, license plate frames, reusable bags and shorts)

FITSTRIKE RELEASE: VANGUARD SNAPBACK & YARDWORK TEE

Monday, February 24th, 2020 by

Releasing exclusively in-store and online this Tuesday, February 25 at 11am HST.

FITSTRIKE

Aloha kākou!

We’re releasing a new Vanguard snapback and Yardwork tee this Tuesday, under our FITSTRIKE program. The Vanguard snapback features a navy base with woodland camouflage visor, along with white front logo, tonal side logo, navy and white back logo, and white snap enclosure. The Yardwork tee features a multi-colored vintage neon design on the back of a military green tee, with an all-white version on the front.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FITSTRIKE RELEASE: MUA SNAPBACK & BRIGANTE TEE

Friday, February 21st, 2020 by

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

FITSTRIKE

Aloha kākou!

Saturday’s FITSTRIKE release consists of a new Mua snapback and Brigante tee utilizing earthy tones. The Mua features a rust orange base with walnut visor and top button. The front logo is stitched in sand, orange, and dark green, while the side New Era logo is stitched in white and the back crest is stitched in orange and sand, next to a white snap enclosure. The Brigante tee features colors tying back to the Mua printed on a sand-colored tee.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

FITSTRIKE RELEASE: MUA 59FIFTY & DAY TRIPPER TEES

Monday, February 17th, 2020 by

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

FITSTRIKE

Aloha kākou!

This Tuesday, weʻre releasing a new FITSTRIKE Mua 59FIFTY and two Day Tripper tees. The Mua snapback features white trucker mesh around the sides and back, with black on the front and woodland camouflage on the undervisor. The front logo is stitched in white while the side and back logos are stitched in white and black. Both Day Tripper tees feature rainbow print on either a black or celadon tee.

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

FRONT

BACK

FITSTRIKE RELEASE: KAMEHAMEHA 59FIFTY & PINEPINE TEE

Friday, February 14th, 2020 by

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

FITSTRIKE

Aloha kākou!

We have a new Kamehameha 59FIFTY and Pinepine tee releasing this Saturday under our FITSTRIKE program. The Kamehameha features a black base with light grey front and back logos, orange eyelets and side logo, and finished off with a teal undervisor. The Pinepine tee features a vintage multi-colored print on a silver tee.

FRONT

BACK

LEFT

RIGHT

BOTTOM

FRONT

BACK

ARCHIVE SERIES #0005: PIʻILANI [VANGUARD]

Thursday, February 13th, 2020 by

PIILANI

Much like Kakūhihewa, King Piʻilani, Mauiʻs Mōʻi o Maui (Supreme Ruler of Maui) was known for bringing peace and prosperity under his rule, with a strong focus on unification.

The 16th century crowned head was wondrously and divinely born of the god Kū and Oʻahuʻs Princess Kapalaoa, the Queen Consort of Maui. According to legend, Kū arrived in the form of the “Dragon God of Laa,” a physical manifestation he often showed up in as the God of Power and Destruction. Following the sacred encounter, the newborn was given the name Piʻilani–which literally means “Ascent to Heaven” to “memorialize the visitation of the divine Kū.”

Piʻilaniʻs vision for the future of Hawaiʻi (Maui in particular) was complementary to another ruler who weʻve covered in the past, Kekūhaupiʻo–the man behind our Mua hat. While canoes were the primary means of transportation in ancient Hawaiʻi, Piʻilani expressed a need to connect the island of Maui–feeling it was his kuleana–and did so by laying down the first phase foundation for what would eventually become Kingʻs Highway in West Maui.

The 138-mile-long road was previously known as the Ala Loa Kihapiʻilani trail, and proved vital in facilitating an easy means of transportation. While Piʻilani passed away before his vision was completed, the greatly admired aliʻiʻs son, Kiha-a-Piʻilani would see to it that the highway would be fully constructed, eventually uniting the entire island of Maui. The road would be used by mules, steers, and horses, the latter which was newly introduced to the islands during the 19th century

Piʻilaniʻs progressive idealism, which also included building fishponds and irrigation systems, would ultimately lead to an affluent agricultural boom, and in turn, a population content with life. Another indelible landmark connected to the impressive, innovative leader is the Piʻilanihale heiau (literally “House of Piʻilani”), the largest and most well-preserved of its kind in the entire Hawaiian island chain. While the foundation for this spiritual place of worship is said to have been laid as early as the 13th century and may have been built by Hana chiefs when the island was divided, it was Pi’ilani who rededicated the heiau for a more sacred purpose.

It is because of these historical and remarkable achievements that moved and inspired us to create a specific logo perfectly named “Vanguard,” honoring Piʻilaniʻs revolutionary vision for a unified and peaceful Maui.

FITSTRIKE RELEASE: NIHI SNAPBACK, KAMEHAMEHA STRAPBACK, & WONDERFUL TEE

Monday, February 10th, 2020 by

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

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE release consists of a Nihi snapback, Kamehameha curved visor strapback, and Wonderful tee. The Nihi snapback features a woodland camouflage base with black visor, eyelets, snap enclosure, and top button, while the front and side embroideries are metallic gold and the back crest is black and metallic gold. The Kamehameha strapback features white embroidery on the front and side of a full woodland camouflage base, and also features black eyelets and black and white crest embroidery. The Wonderful tee features a vintage gold print on a black tee.

FRONT

BACK

LEFT

RIGHT

FRONT

BACK

LEFT

RIGHT

FRONT

BACK