FITTED PRO PART ONE

Posted in Updates on November 9th, 2016 by


Video: @redefined.media

Aloha kākou!

We’ve always had a deep appreciation for our customers, and we sincerely believe that YOU are the reason we’ve been able to stick around for over 10 years. We take our motto “Aloha Served Daily” to heart, but it means so much more when we see it perpetuated through the actions of our customers.

With that in mind, we’d like to show our appreciation by showcasing some of our great customers that have built a serious collection of FITTED hats in an on-going series we’re calling FITTED PRO.

We’re honored to present Part One of this multi-part series, featuring collectors Jeff Siaris, Brandi and Ryan Cadavona, and Darin Merry. We hope you enjoy their stories!

A/W TRADEWINDS COLLECTION

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Posted in Updates on November 4th, 2016 by

Releasing exclusively in-store and online this Saturday, November 5 at 11am HST.

TRADEWINDS
Photo: @jasonjko
Model: @chrisrockemwell

 

Aloha kākou!

This Saturday, we continue our seasonal delivery with the next release from our A/W Tradewinds Collection. Our natural tradewinds are unique and special to our islands, evoking a welcoming and affectionate reaction when they breeze through. Frequently described as a “natural air conditioner,” we not only look forward to the trades for the cool climate it brings, but also as a signal of calm and pleasant weather for outdoor activities such as surfing, fishing, or boating, which all heavily depend on great weather conditions.

For visual inspiration, we look to the old Hawaiian olelo noʻeau (proverb): “Ke kupu, o ka ʻaina ua maile, ua au koaʻe,” which translates to “The natives of the land declare that the weather is calm when the tropic bird travels afar.” The koaʻe (tropic bird) thus became symbolic as a sign of great weather when soaring far out at sea. Throughout the collection, there are numerous references to the koaʻe, along with nautical elements and climate map imagery, to help strengthen the overall aesthetic vision.

Two new patterns were created based on a climate map of the Pacific Ocean—TRDWND_EARTHBLUE and TRDWND_BLACKNIGHT—showing the wind direction as it flows during the hoʻoilo (wet) season in Hawaiʻi. We’ve also put extensive focus and care into our cut & sew program, introducing new pieces throughout the collection that are geared toward highly technical construction through our new TropTech tier, as well as premium lifestyle construction through our new OutFitted tier. And as usual, all items from this A/W Tradewinds Collection are limited in size and quantity and will not be reproduced.

 

Hōʻailona Snapback
This brand new Hōʻailona (which translates to “symbol” or “omen” in Hawaiian) snapback showcases the iconic profile of the koaʻe (tropic bird) flying forward on both sides, outlined in white on a black base. The back features a white crest above a white snap enclosure, and to the right is our crown stitched above an “F” and the nautical signal flag that represents the letter “F” in a stylized tri-lock pattern. The Hōʻailona snapback also features red eyelets, white New Era logo, and green undervisor.

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Tradewinds Umbrella
We’ve created a brand new umbrella to add to our accessories catalog, featuring high quality materials and construction to endure the elements. The 52″ diameter canopy is made from 90% cotton/10% polyester pongee fabric which is known for its quick-dry, anti-tear characteristics, and features our new TRDWND_BLACKNIGHT pattern printed across the top along with our FITTED logo and crest on opposing sides. The Tradewinds Umbrella has a length of 40″ when fully closed, and comes with a black protective cover with our logo printed in white. Additional features include fiberglass ribs and shaft, manual opening with safety release, and SENO rubber coated handle with retractable tip cup and pistol grip.

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Koaʻe Tee – Black, Red, or Heather Grey
The Koaʻe tee complements the Hōʻailona snapback with its use of the koaʻe illustration on the back, which is filled with the TRDWND_BLACKNIGHT pattern. Below that are traditional nautical signal flags stylized with tri-locks. Each flag represents a letter, spelling out “FITTED.” The front of the tee features our updated crest sitting atop the latitude/longitude coordinates for a geographic area known as Kou in ancient Hawaiʻi, one of the original names for the city of Honolulu. Under that is the letter “F” next to the nautical flag that represents the letter “F.”

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FASI SNAPBACK & KEIKI FASI SNAPBACK

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Posted in Updates on October 31st, 2016 by

Releasing exclusively in-store and online this Tuesday, November 1 at 11am HST.

FASI

Aloha kākou!

We will be releasing two matching Fasi snapbacks tomorrow—one for the keiki and one for the grown folks. This unique multi-colored snapback features navy front panels, back panels, and visor, while the left panel and right panel are switched up with red and yellow, respectively. Additional details include a blue and white front Fasi logo, yellow side New Era logo, blue and white back logo, white eyelets, white snap enclosure, and red contrast stitching on the crown.

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A/W TRADEWINDS COLLECTION

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Posted in Updates on October 28th, 2016 by

Releasing exclusively in-store and online this Saturday, October 29 at 11am HST.

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Photo: @jasonjko
Model: @salvacio90

 

Aloha kākou!

Aside from the breathtaking scenery and abundance of sunshine that the Hawaiian islands provide, one of best traits is actually invisible to the naked eye (unless of course you count the swaying trees)—our natural tradewinds. Those cool winds flowing in from the north east to south west bring a level of comfort that’s second to none. Some people call our trades a “natural air conditioner,” but however it’s described, it’s always with affection. Just saying the term “tradewinds” evokes a sense of elation and tranquility in any local, almost as if a cool breeze just whisked by at that exact moment.

The tradewinds are not only relied upon for their cool climates. Just as rain can have a significant effect on outdoor lifestyle in Hawaiʻi, so too can the wind. Daily activities such as fishing, surfing, or boating all rely on the weather patterns to determine success. Ancient Hawaiians looked to the koaʻe (tropic bird) to help them while they sailed as well, as evidenced by the proverb:

“Ke Kupu, o ka ‘aina ua malie, ua au koaʻe.”
(The natives of the land declare that the weather is calm when the tropic bird travels afar.)

This olelo noʻeau points to a form of hoʻailona (omen or sign), which signaled nice calm weather when they saw a koaʻe flying far out at sea.

Although the tradewinds come and go all throughout the year, it’s important to note that we still experience seasonal changes in the weather as well—subtle as they may be—which argues against the common misconception that Hawaiʻi has no seasons. Unlike the four drastic seasons seen elsewhere in the world, we normally only fluctuate between two—hoʻoilo (wet) and wela (dry).

This unique collection was curated around the theme of tradewinds and our unique weather, and also pulled inspiration from nautical elements, the koaʻe (tropic bird), and climate imagery to help strengthen the aesthetic vision.

With extensive focus and care put toward our cut & sew program, we will be introducing new pieces throughout the collection, geared toward highly technical construction through our new TropTech tier, as well as premium lifestyle construction through our new OutFitted tier.

We’re also introducing a new graphical element specifically designed for this season, based on a climate map of the entire Pacific Ocean, showing the system of winds as it flows throughout the ocean based on our current hoʻoilo season. Two new patterns were then created from this and used throughout the collection—TRDWND_EARTHBLUE and TRDWND_BLACKNIGHT, featuring the same map but in light and dark variations, respectively.

 

Breezy Unstructured Strapback – Black or Olive
This private-label strapback features our new Breezy logo that was created for this collection, which depicts FITTED in an italicized font, along with motion lines and a small koaʻe (tropic bird) at the front, invoking a fast movement feeling. The left side features the F from our new 10 year logo next to a geometric shape filled with trilocks. The shape is actually a stylized version of the universal nautical signal flags used by the coast guard on the open ocean, with each geometric flag representing a different letter. The flag shown on the hat represents the letter F. Above that are the latitude/longitude coordinates for a geographic area known as Kou in ancient Hawaiʻi, one of the original names for the city of Honolulu. The back features our motto stitched above the adjustable strap, while the right side features our standard crown. On both hats, the embroidery and eyelets are stitched in white.

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Tradewind Runners Tee – Black, Red, or Dark Green
This tee features a sailing flag on the front left chest, along with a bigger version on the back in front of Diamond Head, clouds, and several birds. Above that is our standard crown, and below that is our logo as well as “Tradewind Runners” and the same latitude/longitude coordinates mentioned above.

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FITSTRIKE RELEASE: H PRIDE SNAPBACK

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Posted in Updates on October 21st, 2016 by

Releasing exclusively in-store and online this Saturday, October 22 at 11am HST.

FITSTRIKE

FITSTRIKE

Aloha kākou!

We have a special FITSTRIKE release this Saturday, featuring a brand new H Pride snapback made entirely out of cotton ripstop dipped in digital camouflage. The front, side, and back embroideries are all white, matching the white snap enclosure.

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FITSTRIKE RELEASE: KAMEHAMEHA SNAPBACK & WTCF TEE

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Posted in Updates on October 16th, 2016 by

Releasing exclusively in-store and online this Tuesday, October 18 at 11am HST.

FITSTRIKE

Aloha kākou!

We have a new FITSTRIKE Kamehameha snapback and Who The Crown Fits tee releasing on Tuesday. The Kamehameha snapback features a royal blue crown with a white visor, top button, and snap enclosure. The embroideries on the front, side, and back are all stitched in light grey. The matching Who The Crown Fits tee features our classic logo (front) and crown (back) printed in white on a light grey tee.

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FITTED + HRDLCK “BLOOD, FISH & BEERS” COLLECTION

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Posted in Updates on October 14th, 2016 by

Releasing in-store and online this Saturday, October 15 at 11am HST.


Footage: @d35 & @thejerko
Drone: @mr_casanova
Edited: @d35
Captain: @c_bal

Aloha kākou!

Our relationship with the fellas at HRDLCK goes way, way back and it first materialized in the form of a collaborative tee back in 2011. The concept behind the tee was a humorous take on the common surf warning signs posted around many Hawaiian beaches, with the motto “Blood, Surf & Beers” showcased under the signs. We teamed up with HRDLCK again to release a new collection almost five years later, switching up the theme this time around from surfing to fishing—another water sport we’re particularly known for here in Hawaiʻi. We’ll let our friend Troy take it from here to describe the collection from his own unique and humorous perspective:

Troy’s Take:

It’s hard to believe there are some who can’t wait for the next Drake tune to drop. Stumped.
It’s also hard to believe that there are some who just hate the taste of fish. Good.
Cut to: Different Strokes theme.
“Now, the world don’t move to the beat of just one drum,
What might be right for you, may not be right for some.
A man is born, he’s a man of means.
Then along come two, they got nothing but their jeans.
But they got, Diff’rent Strokes.
It takes Diff’rent Strokes.
It takes Diff’rent Strokes to move the world.”

So there we were, bouncing around, throttling against the waves, no land in sight.
The Captain, a napper, an ill mate and three who chose to substitute morning coffee for an ice cold beer. Different Stokes. The fifth beer was smashed by 10am, first catch thereafter. Wait, how do you even write about fishing on a boat and what you caught? What the fuck is this crap? You know what? Watch the damn video. It’s good. We killed it because we had a bloody good time, with good company. Yeah, here’s a fucking life lesson you fucking cookie cutter mutherfuckers.. You wanna have fun? Be a good person and shit? Maybe try surrounding yourself with good vibes as best you can and accept the fact that we all come from different strokes. New is so overrated. Like this hat you’re frothing over. Go against the grain sometime, you might surprise yourself. Well as long as you live, keep learning how to live (plagiarized). I guess.

 

The FITTED + HRDLCK “Blood, Fish & Beers” Collection includes one hat and three tops (one short-sleeve tee, one long-sleeve tee, and one tank top). The Blood, Fish & Beers snapback features a unique honeycomb nylon ripstop base in black, with a traditional green polyester undervisor. The front features a new patch made specifically for this collection, with “FITTED x HRDLCK” across the top, “Blood, Fish & Beers” across the bottom, and a fish skeleton right in the middle. The snapback also features white eyelets, tonal black New Era logo and back crest, white snap enclosure with ASD Flag tag, and a woodland camouflage sweatband. The Blood, Fish & Beers tee features the same patch design printed small on the front left chest and large on the back, in white on a black tee. The tank top features a similar look but with a rainbow gradient fill on the back instead. The Kākū long-sleeve tee features an illustration of a kākū (barracuda) skeleton on both arms, with the Blood, Fish & Beers emblem on the upper left chest. The back features our crown and HRDLCK’s logo underneath.

 

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FITSTRIKE RELEASE: H PRIDE SNAPBACK, DE LA MER TEE, & WTCF TEE

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Posted in Updates on October 9th, 2016 by

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

FITSTRIKE

Aloha kākou!

We will be releasing a new FITSTRIKE H Pride snapback this Tuesday, featuring a clean and simple black and white color scheme, but with a brilliant pop of teal on the undervisor. Releasing alongside the H Pride snapback are two white tees—one featuring our revived classic De La Mer design printed in greyscale, and the other featuring our always classic Who The Crown Fits design printed in teal.

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FITTED FOR ZIPPY’S COLLECTION

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Posted in Updates on October 6th, 2016 by

Releasing exclusively in-store and online this Saturday, October 8 at 11am HST.

FITTED FOR ZIPPY'S

FITTED FOR ZIPPY'S

FITTED FOR ZIPPY'S

FITTED FOR ZIPPY'S

Aloha kākou!

Over the past 50 years, Zippy’s has grown from their humble one-restaurant beginning on King Street to be arguably the top spot for local grinds at literally any hour of the day across 24 Hawaiʻi locations. After a long day at work or a late night out, Zippy’s lives up to their slogan as people unanimously shout, “Next stop, Zippy’s!” Their robust menu features signature items such as their fried chicken, oxtail soup, spaghetti, and of course, their famous Original Recipe Chili, which has been on the menu since they opened in 1966.

We’ve teamed up with Zippy’s to honor an incredible milestone—their 50th anniversary—with an apparel collection consisting of two hats and three tees. For inspiration, we dug deep into the Zippy’s archive and developed the collection around their original branding—including their logo, polka dot decoration, and their mascot, Moki Man.

Zippy’s themselves released the FITTED for Zippy’s New Era snapback and a special Zippy’s Exclusive 50th Anniversary white tee this past Monday, with an online release the following day. This Saturday, we’ll be releasing the very limited remaining stock of that same snapback, along with a new FITTED Exclusive retro logo snapback and two FITTED Exclusive tees.

 

FITTED for Zippy’s Snapback
As the centerpiece for this entire collection, this snapback features their current logo displayed on the front of a black New Era 9FIFTY silhouette, which also features a green undervisor, white eyelets, white New Era logo, red top button, red/white 50th Anniversary logo (with an appearance by Moki Man), red/white FITTED crest, and white snap enclosure. The inner liner features close-up imagery of some of their most popular items on all six panels—Original Recipe Chili, Korean fried chicken, mahi mahi, mac salad, Spam, and fried chicken.

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FITTED for Zippy’s Retro Snapback (FITTED Exclusive)
This FITTED exclusive showcases their original 1966 logo on the front of a black New Era 9FIFTY base, with a unique tonal pink close-up of their current logo printed on the undervisor. It also includes a purple top button, white eyelets, white New Era logo, white/gold 50th Anniversary logo, white/purple FITTED crest, and white snap enclosure. The inner liner matches the first snapback with close-up imagery of popular Zippy’s dishes.

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FITTED for Zippy’s 50th Anniversary Short-Sleeve Tee – Black (FITTED Exclusive)
The 50th Anniversary tee features the same design as the Zippy’s Exclusive tee that released on Monday, printed on black. The back design is inspired by the original Zippy’s Saimin Lanai menu, complete with original logo and red polka dot branding. A new 50th Anniversary logo featuring their mascot, Moki Man, is also seen on the back, along with a new collaborative slogan—“Open 24 Hours with Aloha Served Daily”—and their established year at the bottom. Our familiar FITTED crown also finds a home at the top. The front features the original Zippy’s logo, our crown, and a 96/66 graphic underneath, which refers to “in the 96 since ’66,” a new motto created for their 50th anniversary. The “96” is a reference to the 96- prefix attached to all of Hawaiʻi’s zip codes.

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FITTED for Zippy’s Long-Sleeve Tee – Black (FITTED Exclusive)
This long-sleeve tee features the same front as the short-sleeve tee, but with an entirely redesigned back. The back features our Aloha Served Daily slogan outlined in gold with our crown above it, along with the “in the 96 since ʻ66” motto underneath (explained in the description above), and their 50th Anniversary logo under that. The 12 spots on each arm combine to represent the 24 total Zippy’s locations around the state, with each spot highlighting the intersection of a specific location. The single reversed spot on the left sleeve—in black and outlined in red—honors their very first location in McCully.

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FITSTRIKE RELEASE: H PRIDE SNAPBACK & WTCF TEE

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Posted in Updates on October 3rd, 2016 by

Releasing exclusively in-store and online this Tuesday, October 4 at 11am HST.

FITSTRIKE

Aloha kākou!

Tomorrow we’ll be releasing a new FITSTRIKE H Pride snapback, featuring a red crown along with a grey visor, top button, and snap enclosure. The front H Pride logo, side New Era logo, and back crest are all white. We’ll also be releasing a new Who The Crown Fits tee featuring grey print on a black tee.

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