Releasing in-store and online this Saturday, October 10th at 11am HST.
We continue celebrating our ten-year anniversary with our Umi A Ola collection, in which we aim to showcase our growth and dedication to our craft through use of premium materials and rich, timeless aesthetics. Also in line with our ten year anniversary, we’ve developed a new core branding package that helps mark this pivotal moment in our brand’s existence. As we usher in the next phase of our journey, we want to mahalo everyone for their continued support. We humbly and truthfully feel that the ten (umi) years before us and the ten years ahead give us life (ola).
Umi A Ola Kamehameha Strapback
The standout feature on this Kamehameha is the chenille appliqué treatment on the front logo, which resonates with the classic, regal look of letterman jackets. The crown is a light blue chambray, with white eyelets, side New Era logo, and back X logo. The Umi A Ola patch is displayed prominently on the right side. Gray wool is used on the top button and visor, while the back strap is made of brown leather with a brass buckle. The inner satin lining features the new woven X pattern.
WTCF 2 Tee – Navy or Red
Our new Who The Crown Fits tee, using the new branding and releasing in navy and red.
Aloha X Women’s Tank Top – Heather Navy or Red
A unique mash-up of our woven X logo and a heart to create the “O” shape in “ALOHA.”
The back features our traditional crown on the upper back.
Kū 8GB USB Drive
A follow up to our black Kū USB Drive from 2012’s Black Friday celebration. Featuring the statue of Kūkaʻilimoku, the god of war, on the front with 2005, 2015, and FITTED branding on the back. This time around the USB drive is red, much like the feathered Kū statue on display at Bishop Museum, which is said to be King Kamehameha’s god image.
Umi A Ola Lanyard
A new lanyard for our Umi A Ola collection, featuring our new branding on one side and woven X pattern on the other.
Releasing in-store and online this Tuesday, October 6th at 11am HST.
We continue celebrating our ten year anniversary with our Umi A Ola collection, in which we aim to showcase our growth and dedication to our craft through use of premium materials and rich, timeless aesthetics. Also in line with our ten year anniversary, we’ve developed a new core branding package that helps mark this pivotal moment in our brand’s existence. As we usher in the next phase of our journey, we want to mahalo everyone for their continued support. We humbly and truthfully feel that the ten (umi) years before us and the ten years ahead give us life (ola).
Umi A Ola 59FIFTY
Featuring our new Umi A Ola patch prominently displayed on the front two panels of this wool/viscose blend 59FIFTY. The base is gray while the visor, top button, and side/back embroideries are all black. Other details include brass eyelets, a red satin sweatband, and our new Hulu pattern on the inner liner, which is an abstract representation of the yellow and red feathers that make up the ʻahu ʻula (feather cloak) that many aliʻi wore.
A10ha Tee – Black
Our new A10ha logo is seen on a black tee with the woven X pattern filled in. The lower right front showcases the 10 Year label while the upper back has the woven X mark printed in white.
Mahalo Hooded Long Sleeve Tee – Heather Gray
A new lightweight build featuring 65% cotton and 35% polyester, this long sleeve tee also contains a hood to keep your head warm in the cooler months ahead. Our Mahalo logo is seen in red on the upper right chest, along with our new Hulu pattern flooding the outer sleeves. The woven X logo is printed in red on the upper back.
Umi A Ola Ceramic Mug – Red
This one’s for all the coffee and tea drinkers out there—our first ever ceramic mug cast in red. It features our new branding scattered throughout, including the inside and on the bottom.
Today at 11am HST, we will open our physical and online stores to reveal a completely new look, and with it a brand new sense of growth and maturity as we dedicate the entire month of October to our milestone celebration…
In this fast-paced and ever-evolving industry, a decade can seem like a pipe dream. It’s always a goal to stand the test of time, but to actually come this far is truly a humbling experience. With our roots now firmly planted, we look forward to the future while embracing the past, using this collection to showcase our growing dedication to our craft and to show our appreciation for everyone’s support throughout the years. The ten (umi) years before us and the ten years ahead of us give us life (ola). This is UMI A OLA.
To coincide with our Umi A Ola collection and signify an evolution between the past ten years and the future, we developed a new core branding package that highlights our growth in both knowledge and aesthetic execution. We will be sharing the moʻolelo behind each aspect of the new branding over the course of the month, starting with color:
In the first step to our rebranding, we bid farewell to our iconic 116 Yellow and introduced a more intimate color that we all share beneath the surface—ʻula ʻula or red, our koko (blood). The original yellow was used in part to honor our Great Moi, Kalani Pai‘ea Wohi o Kaleikini Keali‘ikui Kamehameha o ‘Iolani i Kaiwikapu Kau‘i Ka Liholiho Kunuiakea. King Kamehameha wanted his enemies to know who they were in battle with, so he adorned his ʻahu ʻula (feather cloak) and mahiʻole (feather helmet) with bright yellow hulu (feathers). However, regardless of the black or yellow hulu showcased on the outside, all ʻahu ʻula worn by aliʻi had red hulu underneath as a base layer woven into the netting, because It was believed that your koko should touch the inside and outside of your skin. With this new beginning, we shed our yellow hulu and embrace our koko underneath.
Please stay tuned as we uncover more of our collection, along with trips down memory lane from members of the team.
Releasing today at 11am HST, in-store and online.
We’re starting off the Umi A Ola collection with an ode to the past 10 years, flipping our Aloha logo and adding a “10” within the letterforms. The A10la logo is comprised of two leather patches, one in blue and one in brown, stitched to the front of the hat in gold. The brown leather carries over to the back with a premium strap and buckle. The hat itself is constructed with a soft poly/viscose fabric, featuring two shades of blue on the crown, undervisor, and top button, with black showing up on the visor. The crown embroidery on the right side is replaced with our new Umi A Ola patch, featuring a maile wreath surrounding our new crest logo and Umi A Ola written on a ribbon underneath. The back features our new woven 10 Year mark stitched in white, which correlates to the new woven pattern seen on the inner satin liner. Also seen on the inside is our new red FITTED label.
WTCF 2 Tee – Black or Heather Gray / Women’s Tee – Black / Women’s Tank Top – Heather Gray
An updated version of our original Who The Crown Fits tee, with our new logo proudly displayed in white, along with our 10 year mark on the upper back also in white. The standard tees include our new 10 year crest tag sewn on the bottom right, and all tees now include the new labels on the inside.
FITTED + Zippo Lighters – Gold, Red, Black/Gold, or Vintage Silver 1941 Replica
We teamed up with Zippo to bring you four exclusive lighters in limited quantities. The gold, red, and black/gold versions are built in their classic windproof style, while the silver version is crafted as a 1941 replica adorned with vintage logos on the casing and box.
In preparation for our 10 year anniversary, our brick and mortar store and online shop will be closed until Oct 3rd. Both the shop and online store will be back to normal business hours starting 11am (HST) this Saturday. Sorry for any inconvenience but please stay tuned for our first release from our 10 year collection!
Releasing in-store and online this Saturday, September 19th.
We have a new Mua snapback releasing this Saturday under our FITSTRIKE program. It features a woodland camo crown along with black visor, eyelets, and top button. The front Mua logo features a white-to-aqua gradient, while the aqua color carries through the New Era logo and back crest. A white snap enclosure is seen around the back. Limited to only 50 pieces.
Releasing in-store and online this Saturday, September 12th.
A brand new H Pride FITSTRIKE snapback will be releasing this Saturday, featuring a black base along with white front logo and back snap enclosure. Hot pink is seen on the undervisor, New Era logo, and back FITTED crest for a bold twist. As with all FITSTRIKES, only 50 were produced.
Releasing in-store and online this Saturday, September 5th.
This Saturday we will be releasing a new FITSTRIKE Kamehameha snapback. It features a scarlet red crown, denim visor and denim top button. The front and back logos are stitched in white to match the white snap enclosure, while the New Era logo is stitched in red. It also features a classic green undervisor. Limited to only 50 pieces.
We have another clean Kamehameha snapback releasing this Tuesday under our FITSTRIKE program. It features yellow embroidery standing out on a black base, along with a kelly green undervisor and white snap enclosure. Limited to only 50 pieces.
The Pai‘ea Projects + FITTED Nu‘uanu capsule retraces Kamehameha the Great’s footsteps as he conquered O‘ahu in the late-1700s. Kamehameha aka Pai‘ea and his invading forces landed at Wai‘alae on the south shore strapped: they showed up to “Town” with their muskets cocked, cannons loaded and ready to bang. They marched westward and engaged the chief of O‘ahu, Kalanikūpule, and his defending army at Pūowaiana, where we now call Punchbowl. The battle raged on and spilled into Pauoa and Papakolea where Pai‘ea’s army had the O‘ahu warriors on the run and flanked.
Kalanikūpule’s forces retreated into Nu‘uanu because reinforcements awaited them at La‘imi. The O‘ahu army had cannons hidden on the Pu‘u Konahuanui ridgeline, and when Pai‘ea learns of this artillery he sends a division of invading warriors to flank Kalanikūpule’s army. As the battle ensued, Pai‘e’a’s superior training and artillery eventually had their enemies outmatched. Kalanikūpule’s forces fled to the fortified heiau of Pu‘uiwa and Ahipu‘u. After the loss of Kalanikūpule, the O‘ahu warriors are driven further up the valley in retreat. Eventually, Pai‘ea and his forces push the O‘ahu army off the Pali. Instead of living under the rule of Pai‘ea, many of Kalanikūpule’s defeated warriors choose to leap off he 500-foot cliff to their death.
This epic battle is immortalized in Hawaiian history as “Kaleleka‘anae,” or “the leaping mullet” in English to describe the O‘ahu army’s defeat off the Pali. This was a pivotal victory for Pai‘ea because it solidified his unification of the Hawaiian Islands, earning him rule of O‘ahu, Maui and Hawai‘i.
We honor this battle and the victory of Pai‘ea with the Nu‘uanu capsule: basketball jersey, t-shirt, tank top and three different New Era hats. The number “4” on the jersey and the design of the “Many Moons” t-shirt and tank top honor the multitude of warriors fighting for Pai‘ea and acknowledge the ancient Hawaiian “Kahului” battle formation. Warriors formed themselves into a “Kahului,” a crescent-shaped formation where the horns pointed toward the enemy. The number “4” is significant to this battle formation because ancient Hawaiians’ counting system was based on multiples of four: “Kauna” equals four, “ka‘au” equals 40, “lau” equals 400 and “mano” equals 4,000. It is said that when Pai‘ea’s army invaded O‘ahu his forces were up to 16,000 warriors or four “mano.”
FITTED team rider, Ezekiel Lau, is sporting the FITTED + Pai‘ea Projects Nu‘uanu basketball jersey and New Era spacer mesh logo snapback as he tears apart his homebreak on the South Shore. This hat features a unique spacer mesh that’s unlike what we’ve used in the past. The Paiʻea Projects logo is prominently displayed on the front of the hat in white, which matches the crown and crest embroideries as well as the snap enclosure. The red New Era logo ties in nicely to the red sweatband featured on the inside of the hat.
Contrast Magazine Publisher Race Skelton scans the cityscape from Punchbowl, rocking the FITTED + Pai‘ea Projects “Many Moons” t-shirt and Kamehameha New Era A-Frame snapback. This all-around clean snapback features a classic fit with a narrow visor and A-Frame five-panel setup. The front Kamehameha logo, side Paiʻea Projects logo and back crest are stitched in white, while the New Era logo and snap enclosure are seen in a tonal black. The kelly green undervisor is another nod to classic baseball hats.
The enchanting 2014 Miss Hawai‘i, Moani Hara, models the FITTED + Pai‘ea Projects “Many Moons” tank top and the “Path to Nu‘uanu” New Era five-panel. The artwork depicted on this five-panel camp hat is a map of Oʻahu along with the path that Paiʻea and his men took to their victory at Nuʻuanu. An all black rubber Nihi logo patch is stitched to the front panel, along with black embroidery and a black/white Paiʻea Projects logo tag around the sides and back.
A special mahalo to Curtis Helm for laying down the track “Champion Song” from Kalamaʻula, Molokaʻi. Performed with Ooklah the Moc, Father Psalms Studio & Inna Vision, as well as several solo projects under the name “Mr. 83.” Brother of Raiatea Helm, nephew of George Helm, music and Hawaiian culture run deep in his family’s roots.
The FITTED + Pai‘ea Projects Nu‘uanu capsule releases in-store and online this Saturday, August 29.
Releasing in-store and online this Tuesday, August 25th.
This Tuesday’s FITSTRIKE release consists of a navy Kamehameha snapback with tonal side and back embroideries. It also features a classic green undervisor, yellow front logo, and white back snap enclosure. Only 50 pieces were produced.