WAI‘ALE‘ALE AHU LAʻI WINDBREAKER & ALOHA TEE

Tags: , , , , , ,
Posted in Updates on August 26th, 2014 by

Releasing this Thursday, August 28th, at FITTED (in-store and online) and Blue Hawaii Surf.

lffitted6

Read the rest of this entry »

WAI‘ALE‘ALE ALOHA HOODIE & TEE

Tags: , , , ,
Posted in Updates on August 21st, 2014 by

Releasing this Saturday, August 23rd, at FITTED (in-store and online) and Blue Hawaii Surf.

Aloha kākou!

Along with the Waiʻaleʻale Vans Era Pro releasing on Saturday, we will also be releasing a special Blue Hawaii Surf co-branded pullover hoodie and tee at the same time. The heather gray pullover hoodie features the Aloha script on the front filled with the Waiʻaleʻale pattern, outlined in white. The back features a small white crown with the Blue Hawaii Surf logo underneath. The white tee features the same front design, this time outlined in black, along with a black crown and Blue Hawaii Surf logo on the back.

The FITTED + Blue Hawaii Surf Waiʻaleʻale Aloha hoodie and tee will release alongside the Vans Era Pro this Saturday exclusively at FITTED (in-store and online) and at Blue Hawaii Surf.

front

Read the rest of this entry »

FITTED + BLUE HAWAII SURF + VANS WAIʻALEʻALE ERA PRO

Tags: , , , ,
Posted in Updates on August 21st, 2014 by

Releasing this Saturday, August 23rd, at FITTED (in-store and online) and Blue Hawaii Surf.

IMG_4292

Read the rest of this entry »

SUMMER 2014 “PERCEPTION” DELIVERY 2 (THIRD RELEASE)

Tags: , , , ,
Posted in Updates on August 17th, 2014 by

Releasing in-store and online this Tuesday, August 19th, 2014. Releasing at select stockists later this week.

IMG_8786

Aloha kākou!

We present to you the third release of our Summer 2014 “Perception” Delivery 2 collection. Utilizing the same three patterns from Delivery 1 (Maiʻa, Vanquish, and Kālā Pepa) in bolder, darker colors, we continue to explore the perception of Hawaii from the outside looking in as well as the inside looking out.

Read the rest of this entry »

SUMMER 2014 “PERCEPTION” DELIVERY 2 (SECOND RELEASE)

Tags: , , ,
Posted in Updates on August 14th, 2014 by

Releasing in-store, online, and at select stockists this Saturday, August 16th, 2014.

IMG_5218

Aloha kākou!

We present to you the second release of our Summer 2014 “Perception” Delivery 2 collection. Utilizing the same three patterns from Delivery 1 (Maiʻa, Vanquish, and Kālā Pepa) in bolder, darker colors, we continue to explore the perception of Hawaii from the outside looking in as well as the inside looking out.

Read the rest of this entry »

WAI‘ALE‘ALE ALOHA SNAPBACK & SKATE DECK

Tags: , , ,
Posted in Updates on August 11th, 2014 by

Releasing this Tuesday, August 12th. See below for release locations.

IMG_6834

Aloha kākou!

Starting tomorrow and going on throughout the month of August, we will be releasing pieces from our newest Waiʻaleʻale Collection, on which we were fortunate enough to team up with some of our great friends within the industry. The entire collection revolves around our much loved Waiʻaleʻale pattern, as an extension of our Spring Delivery 1 Collection from earlier this year.

For the first release from this collection, we teamed up with our friends at Blue Hawaii Surf on a special Waiʻaleʻale Aloha snapback. It features a full micro-ripstop crown and visor in black, along with raised Aloha embroidery on the front, fully sublimated with our Waiʻaleʻale pattern. It also features a white New Era logo on the left, tonal crown on the right, and a black/white crest on the back. A white snap enclosure is seen on the back, along with a special Blue Hawaii Surf logo tag. The FITTED + Blue Hawaii Surf Waiʻaleʻale Aloha Snapback will be released exclusively at FITTED (in-store and online) and at both Blue Hawaii Surf locations (Ala Moana and Pearlridge).

We also teamed up with Chinatown’s own APB on a special skate deck, featuring our Waiʻaleʻale pattern covering the entire underside with a large white Aloha logo in the center. It also features both brand logos small and to the right. The FITTED + APB Waiʻaleʻale Aloha Skate Deck will be released exclusively at FITTED (in-store only) and at APB.

Please stay tuned throughout August for more offerings from this special Waiʻaleʻale collection.

Read the rest of this entry »

SUMMER 2014 “PERCEPTION” DELIVERY 2 (FIRST RELEASE)

Tags: , , , ,
Posted in Updates on August 8th, 2014 by

Releasing in-store, online, and at select stockists this Saturday, August 9th, 2014.

IMG_5252

Aloha kākou!

We are proud to present to you the first release of our Summer 2014 “Perception” Delivery 2 collection. Utilizing the same three patterns from Delivery 1 (Maiʻa, Vanquish, and Kālā Pepa) in bolder, darker colors, we continue to explore the perception of Hawaii from the outside looking in as well as the inside looking out.

Read the rest of this entry »

SUMMER 2014 “PERCEPTION” DELIVERY 2 LOOK BOOK

Tags: , , , , ,
Posted in Updates on August 7th, 2014 by

IMG_6616

We continue our exploration of “Perception” in Hawaii with our Summer 2014 Delivery 2 Collection. Working off the three patterns we introduced in Delivery 1, we transition into darker imagery through the use of bolder, deeper colors.

Like our Delivery 1 Collection, our Delivery 2 Collection takes it back to the early to mid-1900’s, from the annexation of Hawaii to our admittance into statehood and beyond. The overall theme is “Perception,” and with that we focus on the tourism boom in Hawaii and the perception of outsiders looking in vs. the insiders looking out. The hula shows, tiki bars, wahine in grass skirts, and everything in between — there was a grand perception of Hawaii that wasn’t necessarily matched from the inside.

The entire Summer collection (Delivery 1 and 2) revolves around three patterns: Maiʻa, Vanquish, and Kala Pepa, with all three relating to either an outside perception or inside perception of Hawaii during this time period.

MAIʻA
A bold floral pattern that embodies the look of the classic aloha shirts found at Dukeʻs Lane, the popular open market spot where tourists would go to find loud and cheap aloha shirts. It acts as a representation of the outside perception of Hawaii in the mid 1900’s, being a bright and colorful tourist attraction.

VANQUISH
This pattern is an amalgamation of Hawaiʻi’s lost native birds. All the extinct birds seen on this pattern have been vanquished due to invasive plants and animals after foreign assimilation. Beautiful birds like the ʻiʻo, ʻiʻiwi, ʻelepaio, palila, and ʻakohekohe, just to name a few, all suffered this fate. From an inside perspective, Hawaiians see the ruins of a once thriving ecosystem.

KĀLĀ PEPA
A collage of early Hawaiian bank notes that used to be in circulation. “Kālā pepa” refers to the brief history of the Hawaiian currency and how it represents not only the transition from the barter system but how a rich and prolific culture succumbed to the imperialistic mentality that dominated the times. In Delivery 2, we focus on darker “blood money” imagery for this concept.

Read the rest of this entry »

FITSTRIKE RELEASE: MUA SNAPBACK & KAMEHAMEHA 59FIFTY

Tags: , , ,
Posted in Updates on August 4th, 2014 by

Releasing this Tuesday, August 5th (Mua releasing in-store and online, Kamehameha releasing in-store only).

front

front

Aloha kākou!

Tomorrow’s FITSTRIKE release will consist of a Mua snapback and a Kamehameha 59FIFTY. The bright Mua features a beetroot crown with dark gray undervisor and black uppervisor, top button, eyelets, and side New Era logo. The front Mua logo consists of white, calypso green, inlet green, sea glass, and bridal turquoise in a smooth gradient. It also features a sea glass back crest and white snap enclosure. The Kamehameha features a rifle green crown, brown uppervisor, and mahogany eyelets. The undervisor, top button, and side New Era logo are red while the back crest and front logo are stitched in merit gold. Both hats are limited to only 50 pieces each.

back

left

right

bottom

back

left

right

bottom

HELENA’S HAWAIIAN FOODS + FITTED

Tags: , ,
Posted in Updates on August 1st, 2014 by

Releasing in-store and online this Saturday, August 2nd, 2014.

Aloha kākou!

We are extremely fortunate to team up with one of our favorite local spots, Helena’s Hawaiian Foods, on a strongly branded collection—and we’re excited to share the collection with everyone, along with a short video of our history together, going deeper than just great food. The collection consists of two New Era snapbacks, five tees, and one tank top, all showcasing Helena’s branding. The Helena’s logotype and visual collage of local food was originally hand drawn by Winnie Ing, cousin of current owner Craig Katsuyoshi. They’ve given us the unique privilege of taking the classic hand drawn style and giving it a modern make-over, while staying true to the original look.

Both snapbacks feature the Helena’s Hawaiian Foods logo across the front in white, along with a white crown on the right, white Cheehu shaka on the back, and tonal New Era logo on the left. The black snapback features white embroidery all-around with a white top button and snap enclosure. It also features a green undervisor, yellow sweatband, and red/yellow crest tag around the back. The red snapback features white embroidery all-around with a yellow top button and undervisor. It also features a green/white crest tag next to the white snap enclosure. Along with the two snapbacks, we are releasing five tees and one tank top, all featuring a small Helena’s Hawaiian Foods logo on the front left chest and the large logo with a collage of local delicacies on the back. The red and black tees also feature 3M reflective ink outlining the back design.

Since its inception in 1946, Helena’s has been providing the community with quality Hawaiian food and has earned every recognition its received over the past 68 years. Although their location has changed from their original spot on North King Street, the superb food and humble family environment has stayed the same. Now owned by Helen’s grandson Craig on North School Street, Helena’s has become the go-to spot for the best local Hawaiian food, for us at FITTED and for most of Oahu as well. From staples like squid luau, pork lau lau, and kalua pig, to specialties like pipikaula style short ribs and fried butterfish collar, every item on their menu is ONO. Make it a point to eat there if you haven’t yet. And if you have, make it a point to eat there often!

Helena’s Hawaiian Food
1240 North School Street
Honolulu, HI 96734

Phone: 808.845.8044
Hours: Tuesday thru Friday, 10:30am to 7:30pm

Video Credit: Kash Akamu

front

back

left

right

bottom

front

back

left

right

bottom

front

back

front

back

front

back

front

back

front

back

front

back