ARCHIVE SERIES #0009: H PRIDE

Thursday, March 12th, 2020 by

H PRIDE

“Hawaiʻi ʻāina haʻaheo.”

Hawaiʻi, land of the proud.

Living in a paradise like Hawaiʻi has a multitude of perks and satisfying conveniences, yet contrarily, it also has its disadvantages. A notable drawback is the cost of travel, which unfortunately hinders us from having a professional sports team. Imagine the costs we as citizens of these beautiful islands would more than likely have to pay out of pocket in the form of even more taxes in order to pay for the travel costs of transporting such a team during their away games.

The lifestyle we are all blessed to take part in daily here in Hawaiʻi is so seductive that it draws people from all walks of life: from young college students, to international trasnplants, vacationers, and those who are living their lives post-retirement.

On the timeless, paradigm-shifting Hip-Hop single “I Know You Got Soul,” Rakim raps “…Even other states might come right and exact // It ain’t where you’re from, it’s where you’re at // Since you came here, you have to show and prove // And do that dance until it don’t move.” The pride that we as Kanaka Maoli, locals, temporary residents, and retirees represent is unconquerable and unparalleled. In order to fill the void of not having our own professional sports team, we created our first H Pride cap nearly 15 years ago. When toying with ideas for color ways, we ended up looking to legendary former head coach of Hawaiʻi’s Warriors baseball team, Les Murakami. During Lesʻ tenure as head coach, the Warriors—then known as the UH Rainbow Warriors—mainly utilized two colors, orange and green.

In 2006, we introduced our first H Pride cap in these exact colors as a way for us to hold our heads high and triumphantly celebrate living in such an astonishingly beautiful, awe-inspiring state, rich with history that other states do not possess.

FITSTRIKE RELEASE: BRIGANTE SNAPBACK & BETWEEN THE LINES TEES

Monday, March 9th, 2020 by

Releasing exclusively in-store and online this Tuesday, March 10 at 11am HST.

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE release consists of a new Brigante snapback and a brand new tee design called Between the Lines. The Brigante snapback features a grey base with red undervisor and top button, with a red and white front logo, black eyelets, and white side logo, back logo, and snap enclosure. The new Between the Lines design features an ultra-condensed geometric logotype on the back in multiple colors and a traditional logo on the front, printed on a white or black tee.

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

Friday, March 6th, 2020 by

Releasing exclusively in-store and online this Saturday, March 7 at 11am HST.

FITSTRIKE

Aloha kākou!

We’re releasing a new Mua set and Brigante tee this Saturday under our FITSTRIKE program. Both the adult and keiki Muas feature a grey base with royal blue visor and top button, along with teal undervisor and white snap enclosure. The front logo is stitched in shades of blue and teal next to white, while the side logo is stitched in white and the back logo is stitched in teal. The matching Brigante tee features colors tying back to the Muas printed on a silver tee.

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ARCHIVE SERIES #0008: BRIGANTE

Thursday, March 5th, 2020 by

BRIGANTE

Although it was met with tepid responses from film critics and became a bitter disappointment at the box office, the 1993 crime thriller Carlito’s Way eventually found its way on to many top movie lists and ultimately achieved “cult classic” status.

Riding on the heels of previous gangster/crime drama films such as ‪Goodfellas‬, King of New York, Juice, and ‪Reservoir Dogs‬, Carlito’s Way was director Brian De Palma’s second best in the genre following another classic of his, Scarface, released just a decade prior (although we’d be remiss in not mentioning ‪The Untouchables‬). Adapted from the novel bearing the same name, the film stars Al Pacino, Luis Guzman, Viggo Mortensen, Sean Penn, and more—the film is poetic, in that it’s a Shakespearean tragedy disguised as crime fiction, or as someone once put it, “a sheep in wolf’s clothing.”

The mob epic follows Carlito “Charlie” Brigante, an ex-con of Puerto Rican descent, portrayed by Al Pacino, at the helm of life-after-prison ship, trying to navigate through life’s ills. Framed through a monochromatic lens, the film’s prologue opens with the titular character seemingly meeting his demise, catching a few rounds, then being wheeled out of the train station; his world being turned upside down both figuratively and literally, thanks in part to some amazing cinematography by Stephen H. Burum. “Somebody’s pulling me closer to the ground. I ain’t panicked, I’ve been here before” are the first few lines spoken (and marvelously sampled by ‪JAY-Z‬ on the Intro to his sophomore album, In My Lifetime Vol. 1).

Although he’s left the chaotic world-of-crime, Brigante is still connected to the underworld, because, well, no honor amongst gangsters. With a few racks put together from a botched drug deal, Carlito buys into a nightclub (El Paraiso, which is also a nod and easter egg to De Palma’s ’83 film, Scarface), conjuring up dreams of investing in a car rental business in the Bahamas. The film follows the former brutish hitman and mover-of-weight as he traverses across the solid white line of criminal activity and righteous virtues, while attempting to avoid the oncoming onslaught of lawlessness, including undesired interactions with shady characters such as the notorious Benny (Blanco) from the Bronx.

No matter what, the now-contrite Brigante just can’t seem to escape the vicious, downward spiral of despair and violence, seemingly trapped in a tailspin of self-perpetuating destructive behavior, all the while doing his best to keep his eyes on his ultimate goal: achieving his idyll vision of utopia; a life of retirement and bliss. As those of you who’ve watched the film know, this crime epic ends the same way it started: with his strict code of honor foresaking him, the film ending with his eyes setting on the “Escape To Paradise” advert plastered in the train station as life leaves his body and ironically, paradise escaping him.

Both our “Brigante” and “Escape To Paradise” graphics pay homage to the grand finale scene of De Palma’s oeuvre d’art, as well as the film’s eponymous antihero. At the end of the day, we’re all human, and we have our slices of paradise we either physically or mentally escape to when trying to avoid any of the numerous vices and demons we battle on a daily. Whether that’s heading to the beach with a squad of friends, surfing, reading, listening to music, or playing video games. Life hands us limitless unpleasant realities, and that which brings us pleasure is our escapism from the madness. For us, our Brigante graphic is a pillar of what FITTED was and has become. In a way, our story mirrors that of Carlito’s path, with the exception being that while the film’s protagonist never fulfilled his destiny of reaching his vision of paradise, the success story of FITTED realizes that journey, and every release narrates the story of how we got to where we are. We live in Hawaiʻi; we’re already in paradise. At the end of the day, we’re all a bunch of highly motivated kids who drove by a fork in the road and went straight, changing our outcome of not being yet another local statistic.

How would you escape to paradise?

FITSTRIKE RELEASE: H PRIDE SNAPBACK & ALOHA MEANS HELLO TEE

Monday, March 2nd, 2020 by

Releasing exclusively in-store and online this Tuesday, March 3 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesday, we’re releasing a new FITSTRIKE H Pride snapback and Aloha Means Hello tee. The H Pride snapback features a rifle green base with a teal undervisor and top button, along with a white front logo, neon green side and back logos, and a dark grey snap enclosure. The matching Aloha Means Hello tee features rifle green and neon green print on a navy tee.

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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.

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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.

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