BLACK FRIDAY 2018 / ARMAMENT

Wednesday, November 21st, 2018

Our Black Friday event starts on Thursday, November 22 at midnight HST.
The Armament Kamehameha snapback, FITSTRIKE Vanguard snapback, FITSTRIKE Mua trucker snapback, Low Key hoodie, Secret long-sleeve tee, Forevermore long-sleeve tee, Ethos tee, Heraldry tee, and Armament sticker pack are all in-store exclusives. All other products will be available in-store and online.

BLACK FRIDAY

Aloha kākou!

It’s that time of the year again, where we come together and recall all the things we are thankful for over the past year—and every year we grow more and more thankful for all of you, our FITTED customers and ʻohana. And because of that, every year we try to show our appreciation with a huge Black Friday celebration. This year is no different, with a brand new Black Friday collection, a slew of new FITSTRIKES, $10 tees, $15 hats, and great food and entertainment for all to enjoy.

Without further ado, read on below for the story behind many of the new designs making their debut in this Black Friday collection (pay close attention to the quoted words near the end of the story as they evolve to become the new design names).

Moʻolelo by Ola:

On the topic of S.H.I.P. (Supporting Hawaiian Intellectual Property), what exactly does this mean? What causes us to think in this context? How can I get involved? To get there we must understand a few things. First let’s reference the quote on the back of our new label system, as this is the inception of the idea.

Kamehameha Ekahi is quoted as saying “E naʻi wale no ʻokou I kuʻu pono, ʻaole e pau” (Take up my endeavors in its entirety and carry them on without end). We see this quote referenced in the song Ka Naʻi Aupuni (the Conquerors of the Nation) composed by William Kaniho in 1906. It honors the Moʻi of each island from Keawe of Moku-o-keawe, Piʻilani of Maui, Kakuhihewa of ʻOahu and Manokalanipō of Kauai. Calling for the preservation of the emerging nation of Hawaiʻi through righteousness and reverence of the past. The richness of tradition must be maintained through the dedications and efforts of the many that still honor those words that Kamehameha left us on his death bed.

A point Kumu Kaipoʻi shared with me was this Samuel Kamaku 1860 quote: “he makemake ko’u, e pololei i ka moolelo i koʻu one hanau, ‘aʻole na ka malihini e a‘o mai iaʻu, naʻu e aʻo aku i ka moʻolelo i ka malihini” (I have A desire for the accurate stories of my birth sands, not to be taught to me by foreigners, rather for me to teach these stories to foreigners). We need not look further than these examples, for the teachings of our forefathers are clear and precise.

The current contemporary outlook is that we have been finagled from the just and forthright seat of stewardship that encompasses from the lani to kai, Kekaha to Kaʻū and the surrounded waters. The right to govern as we see fit, the unscrupulous affair foreigners had with the beauty, grandeur and political proximity of these lands. The consolation is not security or abundance of welfare but rather the fact that resolution is still intact, it is alive and very well.

You see that thing we have, the “secret” is “forevermore” woven into the tapestry of our “ethos!” It is within the “heraldry” of culture, old and new! Whether you’re a native or maoli the “angles” if you love this land are the same, this place without a doubt is SPECIAL. It all boils down to a simple concept, our greatest asset is non-physical but an attribute nonetheless. History has left us with all the equity we need. Hula, story-telling, lua, hoʻokele, kahuna kalaʻi waʻa, kapa, kakaū, upena, makahiki, kū, Lono, papa & wakea, kumulipo, Helenaʻs, TheBus, Sandy’s, Pipeline, surfing, lau lau, kalua pig, the list goes on and on…

The war we fight is for the protection of our intellectual property and as the horses and muskets got mounted in the past our “armament” is in the form of ʻike (knowledge). We say all is NOT lost because the war rages on for control of proximity! Because we honor Kamehameha and Kamakau in these days by utilizing the greatest gifts these Islands and ancestors left us. IP!!!

The centerpiece of the collection is the Armament Kamehameha snapback. Utilizing a new multi-trilock camouflage pattern named Armament in tonal black, with black embroidery all around, we’ve also added a very unique military-inspired touch to the left and right sides. The left side features a small cargo stash pocket, while the right side features a Velcro patch system, with an upside-down HAWAII hidden underneath the FITTED patch, and a bar of vertical Hawaiian flag stripes right above.

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NIGHT TIME VULTURES

Wednesday, November 21st, 2018

FITSTRIKE RELEASE: MUA SNAPBACK, KEIKI MUA SNAPBACK, & PACIFIC VIBRATIONS TEE

Sunday, November 18th, 2018

Releasing exclusively in-store and online this Tuesday, November 20 at 11am HST.

FITSTRIKE

Aloha kākou!

We’re releasing a new adult and keiki Mua set this Tuesday, along with a classic tee design straight out of the archives. The two Muas feature a red crown with a navy visor and top button. The front Mua logo is stitched in navy blue, grey, and white, while the eyelets and snap enclosure are white, and the side and back logos are stitched in navy blue. The Pacific Vibrations design first showed up in 2009, as an homage to Joy Division’s iconic Unknown Pleasures album cover, while also observing the bond between the Pacific regions of Hawaii, Los Angeles, and San Francisco. This time around, the Pacific Vibrations design is printed in white on a navy tee.

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FITSTRIKE RELEASE: H PRIDE SNAPBACK, ʻĀINA STRAPBACK, & ʻILIMA TEE

Thursday, November 15th, 2018

Releasing exclusively in-store and online this Saturday, November 17 at 11am HST.

FITSTRIKE

Aloha kākou!

Saturday’s FITSTRIKE release features a matching H Pride and ʻĀina set, along with a new ʻIlima tee. Both the snapback and curved visor strapback feature white embroidery on a grey crown, with woodland camouflage visor and top button. The snapback features a white snap enclosure while the strapback features a woodland camouflage adjustable strap. The clean ʻIlima tee features a black and white print on a silver base.

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FITSTRIKE RELEASE: SLAPS WIND SNAPBACK, SLAPS WIND STRAPBACK, & WTCF TEE

Sunday, November 11th, 2018

Releasing exclusively in-store and online this Tuesday, November 13 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesday, we’re releasing a matching Slaps Wind FITSTRIKE set and Who The Crown Fits tee. Both the Slaps Wind snapback and strapback feature a kelly green base with traditional flag colors on the front outlined in metallic gold, and accented with white eyelets, side New Era logo, and back crest, while the snapback also features a white snap enclosure. The matching kelly green WTCF tee features a white logo outlined in metallic gold, with a metallic gold crown on the back.

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FITSTRIKE RELEASE: MUA SNAPBACK, ʻĀINA SNAPBACK, & H FEATHER TEE

Friday, November 9th, 2018

Releasing exclusively in-store and online this Saturday, November 10 at 11am HST.

FITSTRIKE

Aloha kākou!

We’re releasing two new hats and a matching tee this Saturday under our FITSTRIKE program. The Mua snapback features a grey base with red accents on the front logo, back snap enclosure, and undervisor. It also features tonal grey side and back logos. The ʻĀina snapback sports a mostly black look with a pop of reflective grey on the visor. The H Feather tee features a charcoal base with red, black, white, and grey print.

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FITSTRIKE RELEASE: H PRIDE SNAPBACK, KEIKI H PRIDE SNAPBACK, ʻĀINA STRAPBACK, & MUA TEE

Monday, November 5th, 2018

Releasing exclusively in-store and online this Tuesday, November 6 at 11am HST.

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE release consists of matching adult and keiki H Pride snapbacks, an ʻĀina strapback, and a Mua tee, all featuring bright rose/pink accents. The adult and keiki H Pride snapbacks feature bright rose embroidery on a black base, with a bright rose undervisor and top button, and a black snap enclosure. The ʻĀina 9TWENTY curved visor strapback switches it up with white embroidery on a bright rose base. The Mua tee features white and pink print on a black tee.

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ELECTION DAY SALE

Sunday, November 4th, 2018

ELECTION DAY SALE

In an effort to support and reward voter turn-out, we will be having a one-day sale on November 6, Election Day, in-store only. After you’ve hit the polls, present your 2018 voting stub to prove you voted in this election and receive 50% off your entire purchase (excludes November 3 and November 6 releases, sale items, and certain accessories). Please note, this offer will only apply to poll-voting since there is no way to track absentee ballots.

If you are currently not registered to vote, you can still register and vote on Election Day. For more information, click here.

It doesn’t matter who you vote for—you just have to vote!

FITSTRIKE RELEASE: ʻĀINA SNAPBACK, H PRIDE STRAPBACK, & TRILOCKS TEE

Friday, November 2nd, 2018

Releasing exclusively in-store and online this Saturday, November 3 at 11am HST.

FITSTRIKE

Aloha kākou!

This Saturday, we have a yellow-accented FITSTRIKE pack releasing, with both an ʻĀina snapback and H Pride 9TWENTY curved visor strapback sporting woodland camouflage on the base and yellow stitching all around, while the ʻĀina also features a yellow snap enclosure. The Trilocks tee features yellow print on a heather charcoal base.

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KAMEHAMEHA SNAPBACK & TALES FROM THE PALI LONG-SLEEVE TEE

Monday, October 29th, 2018

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

KAMEHAMEHA

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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