BLACK FRIDAY 2017 / HAWAIʻI NOIR COLLECTION

Thursday, November 23rd, 2017 by

Releasing on Black Friday, November 24.
In-store release will begin at midnight HST.
Online release will begin at 1am HST.

Video: @jasonjko
Model: @chrisrockemwell

 

Aloha kākou!

This Black Friday, we’re setting the stage for something special. We pulled inspiration from the classic Film Noir genre (a trend of darker and cynical films in the early to mid-1900’s), matched it up with a similar era in Hawaiʻi’s past, then laced it with a bit of irony and humor to stir up a new concoction: the Hawaiʻi Noir Collection.

Let’s set it up for you. It’s 1930’s Chinatown, a time where people still came over from the states by boat—a bunch of affluent out-of-towners looking to escape their mundane lives and encase themselves in paradise. To most, paradise was the allure of bright sun, warm waters, and sandy beaches, but of course there were some that thought of paradise a little differently.

For those people, there was Hell’s Half Acre.

This little parcel of land in Chinatown became notorious for being an adult playground, filled with crime, hookers, drugs, scandal, and downright debauchery—and many wouldn’t have it any other way. It was almost its own self-governed society, with all the different businesses knowing their roles and playing their part. Ordered chaos, if you will.

This unique irony of paradise masking the grimy adult paradise in Chinatown inspired us to create this collection, resulting in a carefully curated assortment of items centered around Hell’s Half Acre, and focuses on tongue-in-cheek designs based on fictional businesses within the area.

We’ve also created a new pattern specifically for this collection called Nectar, which encapsulates the facade of a Hawaiʻi paradise (la ulu palm, monstera, Diamond Head) combined with the gritty underbelly (scantily clad women) to create the perfect depiction of Hell’s Half Acre.

Because the ideas and execution became so robust, it was hard to limit ourselves to just one release day. So we expanded the collection to span across the next several weeks—the only way to do this collection justice. Keep checking back as the weeks progress, all the while thinking about which of these places you’d like to check out. Because we know you would.

Indulge in the debauchery. Immerse yourself in the toughest spot in the Pacific. Welcome to Hell’s Half Acre.

 

D.P.C.S 9FIFTY SNAPBACK
This brand new design features FITTED stitched on the front in a Chinese character-inspired typeface to tie back to the story’s Chinatown roots. The crown is built from 100% cotton ripstop in black, while the visor is a 100% polyester twill, sublimated with this collection’s Nectar print. The tonal black front logo is contrasted by light blue side logos and a red “Hell’s Half Acre” embroidery on the back above the white snap enclosure. Printed under the side crown embroidery is “Dirty Past Cleaning Service,” which is our first look at a fictional Chinatown cleaning service, and a printing technique we’ve never done before now. The inner satin lining features a black tonal print of Hell’s Half Acre street layout.

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CIVIL SERVICE HIGH POINT LONG-SLEEVE BUTTON SHIRT
Our newest High Point Long-sleeve Button Shirt arrives in a crazy way. Dubbed Civil Service because its inspiration draws heavily from Vietnam war tourist shirts, this button-down shirt features the same technical build that we used on our previous High Point shirts, but this time around it features unique gabardine fabric with stretch technology for movability, printed side logos, tonal printed name signifier above the pocket, and insanely detailed back embroidery which proudly displays Hell’s Half Acre and labels it as the “Toughest Spot in the Pacific.”

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TOUGHEST TEE – WHITE
The Toughest tee is like the commemorative item you bring home from any visit to a new place. You went to Hell’s Half Acre and came back with this awesome tee. It features the Chinese character-inspired logo for the collection on the front, and showcases the street layout of Hell’s Half acre on the back with full branding and mottos.

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DELICIOUS, PLEASE SEND MORE TEE – ORANGE
This design promotes the fictional neighborhood butcher and chop suey house down in Hell’s Half Acre. Anything you need chopped up, they’ll be happy to accommodate. And they mean anything.

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BOOGIE HOUSE TEE – BLACK
Inspired by the entrepreneurship of a real gangster and the original Honolulu Harlot, Jean O’Hara (do a quick Google search), this tee represents the place in Hell’s Half Acre that men would seek out, looking for a good time and a beautiful “lei.”

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WTCF TEE – CELADON
Our standard logo tee was customized for this collection by filling it with our new Nectar pattern.

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FITSTRIKES

Along with the Hawaiʻi Noir Collection, we’re also releasing an unprecedented 28 FITSTRIKE hats, as seen above. Because of the wide range of colors and styles, they’ve all been produced in extremely limited quantities. Please note that all FITSTRIKES are in-store exclusives.

 

ANNEX

Last year’s Annex was a huge success, so we’re bringing it back for another round. The Annex is located in the vacant shop directly across our shop, and will feature more of the same insanely great deals we brought to you last year. Hours for the Annex are 12am–3pm HST.

FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & BRIGANTE TEE

Monday, November 20th, 2017 by

Releasing exclusively in-store and online this Tuesday, November 21 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a new Kamehameha snapback releasing this Tuesday along with a matching Brigante tee. The Kamehameha features a navy base, white front and back embroidery, tonal side embroidery, white snap enclosure, green undervisor, and red top button. The Brigante tee features a navy, green, and red design printed on a white tee.

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OBSERVATION COLLECTION

Friday, November 17th, 2017 by

Releasing exclusively in-store and online this Saturday, November 18 at 11am HST.

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

BRIGANTE 9FIFTY SNAPBACK
This new Brigante snapback features dual-layered construction with black cotton mesh over an olive base. The front logo is stitched in assorted colors, while the side logos are orange and the back crest is orange and white. The top button and inner sweatband are also orange, tying nicely to the EEF (Element Earth Fire) pattern on the undervisor. A white snap enclosure finishes the look.

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CHISELED SCREE JERSEY – OLIVE
We’re bringing out a new olive color for our Scree jersey, a completely brand-new silhouette introduced under our TropTech cut and sew program. The body is a premium breathable mesh henley with a two-button collar, sporting a Hawaiian flag patch on the wearer’s right sleeve and a Tyvek care label is sewn into the back collar. The large stitched number 4 on the back is a nod to the traditional Hawaiian system of counting, in which they counted in multiples of four. “Fitted” is embroidered in white on the wearer’s left chest in a custom chiseled font, inspired by the way our ancestors used a koʻi (adze) to carve out the hulls of the canoes.

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BASIN PREMIUM TEE – ORANGE
Our premium Basin tee arrives in orange, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

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SYSTEM PERFECTION CREST TEE – BLACK
This seasonal design features an illustration of a traditional ahupuaʻa filled within our crest logo. A crown is printed on the back, with 30 phases of the moon and the words “360/365″ underneath, which are a nod to the old Hawaiian lunar calendar—30 days in a month, 12 months in a year—versus the modern calendar we use today (360 versus 365).

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CHISELED TEE – NAVY
A new logo tee specially made for this collection with the name Fitted written in a custom chiseled font, inspired by the koʻi (adze), which ancient Hawaiians would use to carve canoes out of large trees. It also features the same design on the back as the System Perfection Crest tee above.

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FITSTRIKE RELEASE: EASYEASY SNAPBACK & MUA TEE

Monday, November 13th, 2017 by

Releasing exclusively in-store and online this Tuesday, November 14 at 11am HST.

EASYEASY

Aloha kākou!

We’re bringing back the EasyEasy logo from last year’s Aholoa collection for Tuesday’s FITSTRIKE release. The saying “easy easy” encapsulates the no-stress, just-cruise, easy-going vibe here in Hawaiʻi, and it’s embroidered proudly on a 9FIFTY snapback for the first time ever. The entire base is woodland camouflage, the front logo and back snap enclosure are white, and the side New Era logo, back crest, and eyelets are all black. Releasing alongside the EasyEasy snapback is a new black Mua tee, with a white crest on the front and a multi-colored back, tying back to the colors on the snapback.

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OBSERVATION COLLECTION

Friday, November 10th, 2017 by

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

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

MUA 59FIFTY
This new Mua features a black crown with washed denim visor and top button. The front and side embroideries are white while the back embroidery is black and white. It also features a tri-colored satin lining, showcasing all three seasonal patterns—EEF, EWS, and EPT.

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BASIN PREMIUM TEE – BLACK
Our premium Basin tee arrives in black, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

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SYSTEM PERFECTION CREST TEE – LIGHT BLUE OR OLIVE
A new seasonal design featuring an illustration of a traditional ahupuaʻa filled within our crest logo. A crown is printed on the back, with 30 phases of the moon and the words “360/365″ underneath, which are a nod to the old Hawaiian lunar calendar—30 days in a month, 12 months in a year—versus the modern calendar we use today (360 versus 365).

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SUPERIOR MOVEMENTS LONG-SLEEVE TEE – BLACK
This new Superior Movements tee comes in black and features a large watch face on the back with moon phases running down the sleeves, portraying a juxtaposition of modern time-keeping next to the old Hawaiian way of telling time.

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK, CREW LOVE TEE, & BRIGANTE OVERSIZED SIDE TEE

Monday, November 6th, 2017 by

Releasing exclusively in-store and online this Tuesday, November 7 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesday, we have a bright neon pack releasing under our FITSTRIKE program. The Kamehameha snapback features a cyber green crown with woodland camouflage visor and top button, while the embroidery, snap enclosure, and eyelets are all black. We’re also bringing back an old favorite—Crew Love—in volt, white, and grey on a black shirt. The next tee is a Brigante Oversized Side tee with black print on a neon base.

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OBSERVATION COLLECTION

Friday, November 3rd, 2017 by

Releasing exclusively in-store and online this Saturday, November 4 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The Ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

KAMEHAMEHA 9FIFTY SNAPBACK
Our new EPT (Element Plants Trees) pattern covers this Kamehameha Snapback, which also utilizes brass eyelets, white snap enclosure, white front logo, dark green side embroideries, and dark green and white back crest.

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CHISELED 9TWENTY CURVED VISOR STRAPBACK
The Chiseled FITTED logo arrives on a 9TWENTY strapback, with the front, back, and side embroideries in black on a pristine white base.

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BASIN PREMIUM TEE – PINK
Our premium Basin tee arrives in pink, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

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FITSTRIKE RELEASE: F SCRIPT SNAPBACK, JAMO TEE, & WTCF TEE

Monday, October 30th, 2017 by

Releasing exclusively in-store and online this Tuesday, October 31 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a brand new F Script snapback releasing this Tuesday, featuring a deep navy base with white front logo, top button, and snap enclosure, along with tonal navy side and back embroideries. A new navy Jamo tee is also releasing, featuring white, gold, and red print, and a new Who The Crown tee featuring gold print on a white base.

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OBSERVATION COLLECTION

Friday, October 27th, 2017 by

Releasing exclusively in-store and online this Saturday, October 28 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The Ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

ALOHA 59FIFTY
Our latest Aloha design is stitched on 100% polyester poplin, dipped in our new EWS (Element Water Sky) pattern and sporting brass eyelets. The front stitching is white, while both side embroideries are navy blue, and the back crest is stitched in navy and white.

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BASIN PREMIUM TEE – OLIVE
Our premium Basin tee arrives in olive, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

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TECHNIQUES TEE – HEATHER GREY
The Techniques design was inspired by the expert wayfarers of our past, who observed the night sky and figured out how to make the stars work for them, guiding them along their journey across the Pacific.

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KAMEHAMEHA SNAPBACK & LĒʻAHI TEE

Monday, October 23rd, 2017 by

Releasing exclusively in-store and online this Tuesday, October 24 at 11am HST.

KAMEHAMEHA

Aloha kākou!

Tomorrow’s release is comprised of a new Kamehameha snapback and Lēʻahi tee. The Kamehameha snapback features olive cotton ripstop on the crown and visor, with chambray on the undervisor and inner sweatband. The side embroideries are dark olive while the front and back embroideries are stitched in white. A white snap enclosure and black crest tag around back finish the look. The accompanying Lēʻahi tee is black with the print in the design’s traditional colors.

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