CHEEHUU SNAPBACK & OVERSIZED NATIVE TEE

Friday, March 22nd, 2019 by

Releasing exclusively in-store and online this Saturday, March 23 at 11am HST.

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Aloha kākou!

This Saturday, we‘re going bright and bold with a new 100% nylon ripstop Cheehuu snapback in volt, with dark metallic silver embroidery on the front and right sides, white embroidery on the left, and dark metallic silver and white on the back, above the white snap enclosure. Releasing alongside the Cheehuu is a black Oversized Native tee with matching volt print on the front and back.

Along with Saturday’s drop, we also have some The Secret Escape mugs still in stock from this past Thursday’s silent release. Printed in black on a yellow mug. Please note the mug is an in-store only release.

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FITSTRIKE RELEASE: KAMEHAMEHA 59FIFTY & CARRIAGE TEE

Sunday, March 17th, 2019 by

Releasing exclusively in-store and online this Tuesday, March 19 at 11am HST.

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE offerings include a new Kamehameha 59FIFTY in black with yellow undervisor, red top button, blue side embroidery, and white front and back embroidery. The classic Carriage tee also makes a return on Tuesday, with its Hermès-inspired design taking on a clean black-on-white colorway.

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FITSTRIKE RELEASE: FASI SNAPBACK & FASTER THAN TRUTH TEE

Saturday, March 16th, 2019 by

Releasing exclusively in-store and online this Saturday, March 16 at 11am HST.

FASI

Aloha kākou!

This Saturday, we’re releasing a new FITSTRIKE Fasi snapack and a new tee titled “Faster Than Truth.” The Fasi snapback features a black base with white and dark grey front logo, red side logo, dark grey back logo, dark grey undervisor, and white snap enclosure. The new Faster Than Truth design is printed on a black tee and goes deeper than meets the eye, through the moʻolelo told by Ola:

On July 9, 2011, we released a collection by the name of “Ignorance,” in which we dove into pre-turn-of-the-century politics. Colonization, reform, resistance, the Bayonet Constitution and eventual overthrow of our sovereignty. Within this collection, the anchor piece was the pattern “Ignorance” which was a collage of late 1890ʻs caricature images pulled from the NEW YORKER magazine, which portrayed the Hawaiian people as ignorant, un-civil beings to say the least. Although the Ignorance collection released 8 years ago, the ideas and direction is and will always be a fresh point of concern. So the result is to continue the visual commentary as a natural landing spot. Enter this Saturday’s allegory “Faster Than Truth,” with its roots fragmented from the great Mark Twain quote “A lie can travel halfway around the world before the truth can get its boots on,” and the always inspiring and mind-numbing artwork of M.C. Escher.

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FITSTRIKE RELEASE: BRIGANTE SNAPBACK & JAMO TEE

Monday, March 11th, 2019 by

Releasing exclusively in-store and online this Tuesday, March 12 at 11am HST.

BRIGANTE

Aloha kākou!

We’re releasing a new Brigante snapback and Jamo tee this Tuesday under our FITSTRIKE program. The navy Brigante snapback features white embroidery, eyelets, and snap enclosure, along with a red top button and a kelly green undervisor. The matching Jamo tee features a navy, grey, and red Jameson-inspired design on a white tee.

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FITSTRIKE RELEASE: ESCAPE TO PARADISE SNAPBACK & SONS OF ALOHA TEE

Friday, March 8th, 2019 by

Releasing exclusively in-store and online this Saturday, March 9 at 11am HST.

FITSTRIKE

Aloha kākou!

This Saturday, we’re releasing a new FITSTRIKE Escape to Paradise snapback in black with bright neon yellow embroidery, eyelets, and snap enclosure, along with the return of our popular Sons of Aloha tee in a subtle black on black colorway.

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & ANCHORS UP TEE

Monday, March 4th, 2019 by

Releasing exclusively in-store and online this Tuesday, March 5 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesday, we’re releasing a new FITSTRIKE Kamehameha snapback and brand new tee design called Anchors Up. The Kamehameha snapback features a deep navy base with light blue undervisor and eyelets, yellow side and back logos, and white front logo, top button, and snap enclosure. The new Anchors Up design will look familiar to fans of Pacifico beer, and features our unique FITTED twist to combine it with our “The Pacific Standard” statement, along with Diamond Head and hibiscus flowers for a Hawaiian touch, printed on a white tee.

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ALAKAʻI ALOHA SNAPBACK, BRIGANTE TEES, DAY TRIPPER POCKET TEES, & GROWN CREST TANK TOPS

Friday, March 1st, 2019 by

Releasing exclusively in-store and online this Saturday, March 2 at 11am HST.

ALOHA

Aloha kākou!

We’ve got a big release lined up for you this Saturday, headlined by a brand new Aloha snapback and accompanied by four tees and two tank tops. The 100% linen Aloha snapback leads the pack, brilliantly showcasing our classic Alakaʻi pattern in clean white and dark abyss colors, along with white embroidery, top button, and snap enclosure, and finished off with a black crest tag around back. Along with the Alakaʻi Aloha snapback, we’re releasing two Brigante tees in black and silver, two Day Tripper pocket tees in black and heather grey, and two Grown Crest tank tops in navy blue and turquoise, all featuring white print.

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & WTCF TEE

Monday, February 25th, 2019 by

Releasing exclusively in-store and online this Tuesday, February 26 at 11am HST.

FITSTRIKE

Aloha kākou!

This Tuesdayʻs FITSTRIKE release consists of a new Kamehameha snapback and Who The Crown Fits tee. The Kamehameha snapback features a bold red base with yellow undervisor, top button, and front and back logos, while the eyelets, side logo, and snap enclosure are all white. The matching WTCF tee features white fill and yellow outline with a yellow crown on the back, printed on a red tee.

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FITSTRIKE RELEASE: MUA SNAPBACK & FLIP FLOP TEE

Thursday, February 21st, 2019 by

Releasing exclusively in-store and online this Saturday, February 23 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a new FITSTRIKE Mua snapback and brand new tee design releasing this Saturday. The Mua snapback features an athletic gold base with black visor, eyelets, top button, and snap enclosure. The front Mua is stitched in black and white, while the side New Era logo is stitched in blue and the back crest is stitched in red. The new Flip Flop tee is an ode to early 90’s hip hop—the likes of Jungle Brothers, Big Daddy Kane, Fresh Prince and Jazzy Jeff, and more—making bold colors and baggy clothes acceptable and fashionable. With red, green, yellow, and white printed on a black tee, mixed with a little Cross Colours vibe, this is hip hop reverence flipped in our unique way.

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KAMEHAMEHA 59FIFTY, BARSET TEE, THE SECRET ESCAPE TEE, THE SECRET ESCAPE LONG-SLEEVE TEE, THE SECRET ESCAPE HOODIE, & THE SECRET ESCAPE LETTERPRESS PRINT

Tuesday, February 19th, 2019 by

Releasing exclusively in-store and online this Tuesday, February 19 at 11am HST.

POW WOW

POW WOW

POW WOW

Aloha kākou!

To coincide with the conclusion of this year’s incredible POW! WOW! Hawaii art show in the Kakaʻako area surrounding our warehouse, we are excited to release a collaboration capsule with Gavin Murai of Reckon Shop, using the mural he painted on our very own warehouse wall. As a special addition to the collection, we will have a very limited amount of handmade letterpress prints made by Jiwa Jiwa Press. Please continue reading below for Ola’s backstory on the design and collaboration:

We believe in being students of the game, whether it’s arts, sports, music, film, or design—taking these opportunities and converting them into inspiration. It becomes a symbiotic component within our ecosystem and ultimately becomes a part of the FITTED ethos. None more equally important than our first collection of graphics. Some may know the infamous “Escape To Paradise” reference, but if you don’t, here we go!

In 1993, directed by Brian De Palma, Carlito’s Way became one of the many jumping boards during the genesis of what is now known as FITTED. The classic bad-guy-gone-good, then pressured to be bad again, was the perfect back drop. Carlito Brigante (played by Al Pachino) wants out the game and to move to the Bahamas with his straight and narrow girlfriend to open a moped stand, but his old surroundings have other plans. The now famous movie has not only inspired us to follow our dreams and open a shop, but to open a shop already in paradise. For us the idea of “escape” is layered in truths and realties of actually living and navigating through the socioeconomic disparity of Hawaiʻi. While to the outside world, “escaping” to this place seems like a no-brainer, alas, reality could sting just as hard and paradise becomes lost. Now, 15 years later we find ourselves nestled between some the most expensive real estate locations on the planet.

Kakaʻako is ground zero for POW! WOW! Hawaii, now in its ninth year and we are fortunate have shared in the past six. Our wall sits proudly on Pohukaina near Cooke street. Every year we work with the directors to select an appropriate artist that syncs with our ideology. For 2019, we had the opportunity to team up with Gavin Murai (Reckon Shop), who happens to be one of our own to tackle this monstrous wall. We took a “designer’s approach” to this and because of the size, our whole team including friends jumped in to kokua.

We introduced into the ethos “The Secret” in October 2018, which shares the same thought principles as “Escape To Paradise.” Gavin combined the two and added some makawalu in the mix, resulting in our new design “The Secret Escape.” Equally important to our process of design, “makawalu” was a theme we explored many walls ago (Gaia/Solomon Enos/Prime) and still lives on in the layers beneath. This level was added with another newly introduced design called “Barset,” which became the base layer for “The Secret Escape.” Much like our recent Glitch logo, the bold typography of “Escape To Paradise” gets the disrupted treatment in “Barset,” pulling its underlying DNA from hae Hawaiʻi, our state or national flag. By removing the union jack and distilling the ideology to the direct design brief Kamehameha ʻEkahi instructed, these eight bars represent the eight major islands in Hawaiʻi. Each one unique, each one strong, each one resilient!

And for the very first time, we decided to commemorate this wall mural and IP (intellectual property) with a capsule collection with Gavin. Included in the collection is our new Escape2Paradise [Barset] tee in black, The Secret Escape tee, long-sleeve tee, and hoodie in white, guava, and orange respectively, and a new Kamehameha 59FIFTY in all-black polyester pique with a satin trilock inner liner.

We also have a very special limited edition letterpress poster, each one handmade by the good people at Jiwa Jiwa Press and individually numbered. Circling back to my opening statement about being a student to the game, we wholeheartedly believe Jiwa Jiwa Press shares in this same mindset. Meticulously skilled with their in-house vintage letterpress machine, it reminds us all that beauty is found within the process as much as the end result. We encourage you to take a look into the forgotten art of letterpress and fall in love with our consistent favorite, the irregularities! Mahalo to Kila, JJparkz, Preston and Ola on the wall this past week with Gavin!

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LETTERPRESS PRINT