FITSTRIKE RELEASE: KILLHATE TEE, WTCF TEES & WTCF TANK TOPS

Monday, June 1st, 2020

Releasing exclusively in-store and online this Tuesday, June 2 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.
 

Aloha kākou!

For tomorrow’s release, we’re bringing back a design that we hold very close to our hearts, and one that’s never been more true than in the past week. KILLHATE. We wanted to remind everyone of the power of ALOHA and the inherent message within this design: “When love is given, love should be returned; anger is the thing that gives no life.”

Click here to read Ola’s full statement.

The Killhate design returns on a black tee with red and gold print. Alongside the Killhate tee are two Who The Crown Fits tees and two Who The Crown Fits tank tops, all printed in white on either a black or red base.

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KILLHATE 2020

Monday, June 1st, 2020

KILLHATE

KILLHATE

Aloha kākou e na hoa! 

Most of us have been dumbfounded with the state of our wellbeing in the year of 2020. Many unfortunate events contending with a worldwide pandemic while we try to sort through news cycle after news cycle. What is the truth? Who do we believe? Who we go to for raw, uncut information free of bias and favor? These days, does nothing makes sense? Maybe, maybe not. But what we know deep in our na‘au is that ALOHA is and always will be the key. It starts with us, each individual to make choice—will I be part of the solution or the problem? Will I choose to make my decisions out of fear or love?

We can start by taking control of our own actions, educating ourselves about our immediate surroundings. Be involved in our children’s lives—teach them love, safety, security and aloha. Participate in the issues that your community faces. Learn who our leaders are and if I don’t agree with them, how can we challenge them to do better? How can I get involved in community action? If you’re young, perhaps plan your career as a paramedic, doctor, lawyer, politician, police officer, judge, community organizer or just simply register to vote! It is a right the people before you sacrificed for. Being native Hawaiian, we have been on the wrong end of injustice, and we still have much work to do.  

We can start with killing the hate! Released in May of 2007 with the message of corruption that greed and power brings, we can also add insecurity to this. Don’t be afraid to put your thoughts into action, be productive in your house, your community, your island and so on. Because just as a wave crashes on shore with mighty energy, that energy gets returned back into the ocean!

May 5, 2007
KILLHATE
“Aloha mai no, aloha aku; o ka huhu ka mea e ola ʻole ai” which translates to “When love is given, love should be returned; anger is the thing that gives no life.” ON#

CAPS & CULTURE: FITTED FOR ETHEL’S GRILL

Saturday, May 30th, 2020

Releasing exclusively in-store and online this Sunday, May 31 at 11am HST. Please see below for new in-store guidelines to promote safety for everyone.

Video: @_andrewtran / @redefined.media

Aloha kākou!

We are excited to finally reopen our doors this Sunday, May 31, and it won’t be for just any release! We are extremely honored to team up with the Ethel’s Grill ʻohana to celebrate their 40th anniversary, and doing so as part of our next Caps & Culture event at our brick and mortar location with an Ethel’s pop up in the Annex next door where they’ll be serving ono Frito Pies!

Ethel’s Grill has been a local mainstay in Kalihi for four decades, and is one of the true Mom and Pop businesses left in Hawaiʻi. A go-to for everyone since hanabata days, we all know the hand-written signs and homey decor that makes Ethel’s such a favored destination for local comfort food.

Moʻolelo by Ola:

The term “Mom and Pop Business,” what characterizes this term? How do we quantify the value? It isn’t the fancy build out, polished packaging, product developed to suit the most refined palette. Not at all, These are all fine and loved by many, but none tell the story of true mom and pop establishments.

The dictionary describes it as, “of or relating to a small retail business, usually owned and operated by members of a family.” But I’d go even further, it’s the corner store down the block that carries your family’s credit, they know your entire family by name, and they have served those generations. Mom and pop businesses are the connective tissue of communities. In fact, now we know they’re worth more than ever, with COVID-19 exposing the importance of these local businesses within the framework of our communities. It is these small, mom and pop establishments that are the bloodline of society. Now that tourism has effectively been on hold and may take a while to recover, a circular economy is imperative. Small businesses continue to keep the lights on and serve as the binding agent keeping Hawaiʻi moving forward!

These stories are the reason we launched Caps & Culture! To share and blend communities. To celebrate and exhault the hard work and tireless hours put into family owned and operated businesses. With rich and bold flavors combined with an effortless execution that give you a feeling of “Damn this taste fucking good!” Ethel’s Grill has been slanging plates of tongue-melting goodness for 40 years. Tough with pride, maybe because where they are located, step one foot inside and youʻre smacked with restaurant protocols. Abide by the rules and you’ll have one of the most exciting food experiences in these islands. Mahalo to Rob, Minaka, Mama and Pops for keeping this institution free of change. Pure, raw, uncut Ethel’s!! Mahalo mahalo mahalo!

The FITTED for Ethel’s Grill Collection includes a New Era 9FIFTY snapback, two tees, a long-sleeve tee, sticker sheet, and classic amber pebbled plastic cup (free with in-store hat purchase, see item description for full details).

Please note that this time around, the Caps & Culture event will NOT be featuring its usual Buy/Sell/Trade Market, and we will be focusing solely on the FITTED for Ethel’s Grill collection.

As part of our phased reopening plan, we will have the following guidelines in place for everyone to abide by, in order to keep yourselves, our staff, and the community safe. And starting next week, we will start our new operating hours of Tuesday, Wednesday and Saturday from 11am–7pm.

• Face mask required to enters shop.
• Shakas over hugs (for now).
• Two people at a time while in shop.
• Hand sanitizer available at door.
• Please follow 6 feet of distance while on property.
• Limit store exposure to ten minutes or less.
• Aloha at all times, non-negotiable.
• If you’re sick, please stay home.
• Surfaces will be cleaned no less than every hour.

 

FITTED FOR ETHEL’S GRILL NEW ERA 9FIFTY SNAPBACK
The black New Era 9FIFTY snapback features the Ethel’s logo on the front in red, their famous sumo icon on the right side in white, and New Era logo, eyelets, crest, and snap enclosure all in white. It also features a Hae Hawaiʻi tag in the back, red inner sweatband, and satin inner liner featuring a graphic of the Kilohana mountain which can be seen from Ethel’s Grill, in a style inspired by traditional sumo garments.

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FITTED FOR ETHEL’S GRILL SUMO SIZE IT TEE
Black tee featuring Ethel’s Grill’s famous sumo man graphic as seen on their front window printed on the back along with “Aloha Served Maybe” and “No Substitutions” as an ode to their rules to abide by while dining on great food. The front features all the rules seen on their front window printed small on the left chest.

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FITTED FOR ETHEL’S GRILL MAMA TEE
White tee featuring Mama’s iconic photo on the front along with the rules listed around her, and the co-branding on the back. Get this and match the Mama mug you can pick up at Ethel’s Grill!

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FITTED FOR ETHEL’S GRILL NO SUBS LONG-SLEEVE TEE
Black long-sleeve tee featuring co-branding down the sleeves and on the back, while the front features the Ethel’s Grill iconic storefront below the same graphic seen on the snapback inner lining, showcasing the Kilohana mountain as seen from Ethel’s.

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FITTED FOR ETHEL’S GRILL STICKER SHEET
Sticker sheet featuring eight stickers relating to the collection.

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FITTED FOR ETHEL’S GRILL CUP (free with in-store hat purchase, not for retail sale*)
The staple cup from any old school diner, this amber pebbled plastic cup features the FITTED crown and Ethel’s wordmark together in white.
*Limited to first 100 customers who purchase a FITTED for Ethel’s Grill snapback, in-store only.

CUP

FITSTRIKE RELEASE: KAHIKO 6-PANEL UNSTRUCTURED CAMPER & BUMBUCHA TEE

Friday, May 29th, 2020

Releasing exclusively online this Saturday, May 30 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

KAHIKO

Aloha kākou!

We’re releasing a new 6-panel unstructured camper in five different colors, as well as a brand new tee design this Saturday under our FITSTRIKE program. For the camper, we chose the crowd-favorite Kahiko design for the front, to go along with a white crown on the wearer’s right side and a white crest on the back above the adjustable strap enclosure. We’ll be releasing the Kahiko camper in black, wine, blood orange, olive, and emerald. The new Bumbucha tee features a multicolored retro-style design on the back with a 15 to celebrate FITTED’s 15th year in the business. On the front of the black tee, the same design is printed small on the left chest in white.

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BRIGANTE COACH JACKET

Monday, May 25th, 2020

Releasing exclusively online this Tuesday, May 26 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

BRIGANTE

Aloha kākou!

This Tuesday, we’re adding to our outerwear catalog with two new coach jackets—one in black and one in woodland camouflage. The coach jacket bodies are constructed from high-quality 100% nylon and feature 100% polyester lining for comfort. They also feature elastic cuffs, a drawstring waist, and button up front. Both jackets showcase a large Brigante logo on the back and a small Who The Crown Fits logo on the front left chest, printed in white.

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FITSTRIKE RELEASE: EVERY DAY 5-PANEL CAMPERS & ARCHIVE TEE & TANK TOP

Friday, May 22nd, 2020

Releasing exclusively online this Saturday, May 23 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

EVERY DAY

Aloha kākou!

Saturday’s FITSTRIKE release features new 5-panel campers and a brand new tee design called “Archive.” Both the black and khaki 5-panel campers feature our Every Day vintage-inspired design stitched on the front, white crown on the right, white crest on the back, metal grommets on both sides, and a black clip enclosure to finish the look.

The new Archive design traces its roots to the beginning of FITTED’s timeline, reigniting the original desire and technique used to create the original FITTED word mark. Read on to hear Ola recount the beginning of FITTED as it pertains to the new design. In tomorrow’s release, Archive is printed on either a black tee or black tank top.

It was the end of 2004, and I was fresh off a great four and a half years in the art department at Tori Richard. Rene and I were ramping up with paperwork, the buildout of ideas and most importantly, what was FITTED going to look like when launched. Truth is, this project marked the most ambitious and important venture I’ve been a part of to date. Nervous yet natural jitters plagued my thoughts with the goal to deliver a mark and monogram that could fullfill the idea and legacy we set out to create. We laid out numerous desires and goals, pulled reference points and got to work. This was my first real study (process) and had no idea what I was doing.

It took me about three months to nail our monogram, logo lockup and crown. It wasn’t complicated nor technical. What took me so long was my lack of technical and historical skill in graphic design. In fact what I now know to be one of the most basic and revered fonts created our word mark is most akin to the 1957 sans serif typeface Helvetica designed by Max Miedinger and Eduard Hoffman. I spent my design school time mostly learning fabric properties, pattern making, draping, sewing and the many skills associated with garment production. So how we arrived here was not so simple. I spent countless hours in Photoshop honing my experience with the pen tool. It was the one tool I knew so I simply made shapes and oriented those shapes into letters and laid them together to spell FITTED.

I run through this story because as we turn fifteen, I thought to revisit this technique of building shapes into letters and letters into words. Playing with a hand drawn sketch and applying it to a grid, basically taking a tactile approach to our fifteen year word mark. Named “Archive” as a nod to the memories forever in the books, fifteen years later W.T.C.F. has evolved into an acronym appropriately describing our ambition as an unknown unlaunched brand. “Who The Crown Fits” stands in the wake of time which we can now refer to as a young brand on our way to becoming a lecacy. Mahalo to everyone who continues to support our goals and ideas.

Mahalo mahalo mahalo

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FITSTRIKE RELEASE: SURVIVAL OF THE FITTED TANK TOP & TEE

Monday, May 18th, 2020

Releasing exclusively online this Tuesday, May 19 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

Aloha kākou!

“There’s a war goin’ on outside, no man is safe from.” Prodigy’s opening line from “Survival of the Fittest” really hits home in these uncertain times, while we’re all aggressively battling a worldwide pandemic. So for Tuesday’s FITSTRIKE release, we dug deep into our archives and brought back our Survival of the FITTED design, inspired by the song title above and one of the most influential hip-hop duos in history—Mobb Deep. The wording on the front is a FITTED twist on the title “Survival of the Fittest” and is designed in the style of the “The Infamous Mobb Deep” logo (which was in turn inspired by the old “Welcome to Queensbridge North Houses” signage outside the housing projects they grew up in). This time around, the design is printed in white and red on a black tank top and black tee. A classic big crown is also seen on the back, printed in white.

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MULTICAM ALOHA SNAPBACK, MULTICAM MUA SNAPBACK, & FRIENDLY REMINDER TEES

Friday, May 15th, 2020

Releasing exclusively online this Saturday, May 16 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

MULTICAM

Aloha kākou!

We’re expanding the MultiCam snapback set with the release of Aloha and Mua variations this Saturday. Built on Yupoong’s Classic silhouette, we’ve utilized MultiCam Tropic for the Aloha and MultiCam Arid for the Mua, both with white embroidery and a black snap enclosure. Releasing alongside the Aloha and Mua snapbacks is a brand new design created to fit the “new reality” we’re facing today, printed on either a black or white tee. Friendly Reminder is a twist on our Brigante design, where instead of “Aloha Served Daily,” it’s now “Aloha Served From Six Feet Away.” Shakas, not handshakes! That’s social distancing with aloha!

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FITSTRIKE RELEASE: SLAPS WIND STRAPBACK, MAY DAILY PROGRAM TEES, & BRIGANTE BUTTON PIN

Monday, May 11th, 2020

Releasing exclusively online this Tuesday, May 12 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

SLAPS WIND

BUTTONS

Aloha kākou!

This Tuesday, we’re releasing a new FITSTRIKE Slaps Wind strapback along with this month’s Daily Program tees and a new button pin. The Slaps Wind curved visor strapback features a woodland camouflage base with red flag on the front, outlined in metallic gold. The eyelets and side New Era logo are stitched in black, while the back crest matches the red and metallic gold stitching of the front. The May Daily Program tees include a black Who The Crown Fits tee with grey print, and a black Day Tripper tee with clear gel print. A brand new Brigante button pin rounds out the release, with the traditional color-blocking set on a black button background.

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MULTICAM KAMEHAMEHA SNAPBACK, MULTICAM VANGUARD SNAPBACK, & AUNTY BANGLES TEES

Friday, May 8th, 2020

Releasing exclusively online this Saturday, May 9 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.

MULTICAM

Model: @tuhi.moa

Aloha kākou!

For Saturday’s release, we wanted to dive into our archives to one of our favorite materials, creating everyday wearable snapbacks using the Yupoong Classic silhouette (similar to Starter snapbacks). We chose the MultiCam family of camouflage due to their premium fabrication, durability, and versatility—crafted from a blend of 98% cotton and 2% spandex. The Kamehameha snapback utilizes MultiCam Green camouflage as the base, with white embroidery all around and a black snap enclosure. The Vanguard snapback is dipped in MultiCam Black camouflage with white embroidery and a black snap enclosure as well. Also from the archives, the crowd favorite “Aunty Bangles” makes an appearance on a black or yellow tee, complete with a vintage big crown on the back.

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