HAWAIʻI NOIR COLLECTION

Monday, January 29th, 2018 by

Releasing exclusively in-store and online this Tuesday, January 30 at 11am HST.

HAWAII NOIR

Aloha kākou!

This Tuesday, we’re bringing back our Hawaiʻi Noir Collection for an encore round, featuring one of our staple cut and sew pieces. First introduced on Black Friday, this collection pulls inspiration from the classic Film Noir genre (a trend of darker and cynical films in the early to mid-1900’s), matched it up with a similar era in Hawaiʻi’s past, then laced it with a bit of irony and humor to stir up a new concoction: the Hawaiʻi Noir Collection.

Let’s set it up for you. It’s 1930’s Chinatown, a time where people still came over from the states by boat—a bunch of affluent out-of-towners looking to escape their mundane lives and encase themselves in paradise. To most, paradise was the allure of bright sun, warm waters, and sandy beaches, but of course there were some that thought of paradise a little differently.

For those people, there was Hell’s Half Acre.

This little parcel of land in Chinatown became notorious for being an adult playground, filled with crime, hookers, drugs, scandal, and downright debauchery—and many wouldn’t have it any other way. It was almost its own self-governed society, with all the different businesses knowing their roles and playing their part. Ordered chaos, if you will.

This unique irony of paradise masking the grimy adult paradise in Chinatown inspired us to create this collection, resulting in a carefully curated assortment of items centered around Hell’s Half Acre, and focuses on tongue-in-cheek designs based on fictional businesses within the area.

We’ve also created a new pattern specifically for this collection called Nectar, which encapsulates the facade of a Hawaiʻi paradise (la ulu palm, monstera, Diamond Head) combined with the gritty underbelly (scantily clad women) to create the perfect depiction of Hell’s Half Acre.

Because the ideas and execution became so robust, it was hard to limit ourselves to just one release day. So we expanded the collection to span across the next several weeks—the only way to do this collection justice. Keep checking back as the weeks progress, all the while thinking about which of these places you’d like to check out. Because we know you would.

Indulge in the debauchery. Immerse yourself in the toughest spot in the Pacific. Welcome to Hell’s Half Acre.

 

BLACK STRIPED AHU LAʻI WINDBREAKER
Our signature windbreaker silhouette makes a triumphant return during the colder months, sporting an assortment of designs from the Hawaiʻi Noir Collection printed in white down the spine of the black windbreaker. It also features a Hawaiian flag on the wearer’s right side and a TropTech label on the back of the neck, denoting the high quality performance tier it belongs to.

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ALOHA REPEAT TEE – BLACK
This classic design comes back in a monochrome colorway, with the large repeating Alohas forming a light grey to dark grey gradient. It also features a light grey crown on the upper back.

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BLACK FRIDAY KA IPU KA HONUA COLLECTION

Wednesday, November 23rd, 2016 by

Releasing on Black Friday, 11/25 at midnight HST.
– Online exclusive: Ka Ipu Ka Honua Snapback
– In-store exclusives: Kalua I Kona Hale Snapback, Ka Ipu Ka Honua Tee, and Kalua I Kona Hale Long-Sleeve Tee
– Everything else will be available in-store and online


Video: Andrew Tran
Model: Kauwila Mahi
Oli (chant): Kauwila Mahi (His words about the oli: “Kumulipo is a mele koʻihonua or genealogical chant which honors and documents the evolution of royal and kapu knowledge. In the chant which has 16 wā or time periods there is a progression from darkness to light. It is often associated with the time of Makahiki a celebration of life which honors growth and progression. This chant is representative of the time period which we have just entered and where Makaliʻi rises at sunset. ʻO Makaliʻi i ka pō.”)

 

Aloha kākou!

In the past, we’ve touched upon the all-important navigational techniques mastered by our ancestors in Hawaiʻi. The stars played a crucial role in their ability to circumnavigate the waters. The stars also played an important part in the Hawaiian calendar. For our 2016 Black Friday collection, we look to add to this narrative by introducing manaʻo on the stars based on an incredible feat of precision and ingenuity woven into a place of divine worship.

In 1980, a pair of very intrigued UH professors—Armando M. Da Silva and Rubellite K. Johnson—explored the Ahu a ʻUmi Heiau on the Big Island of Hawaiʻi. This heiau honored the early King ʻUmi, who was largely revered as one of the first major aliʻi ʻai moku of Hawaiʻi island, and was unlike any other heiau in Hawaiian culture. Not only did it look much different than the heiau we all know today, but Da Silva and Johnson found out there could be a much deeper and more functional meaning behind the construction of Ahu a ʻUmi Heiau.

By looking at the heiau from above, the professors theorized that it was constructed in direct relation to the stars above, noting the rising and setting of each celestial body, which in turn allowed them to track the days and seasons of their year. The ancient Hawaiians did this by splitting the stars above into eight “houses” using geographical marks that we use even today. The first split is the true north to true south line, and perpendicular to that are three lines—the Ke alanui polohiwa a Kāne (Tropic of Cancer), Ke alanui polohiwa a Kanaloa (Tropic of Capricorn), and Ke alanui a ke kuʻukuʻu (Equator). They also watched the rising and setting of each star as well as the sun and moon, noting the angle in relation to the heiau’s center, or piko. The architects of this heiau then built small platformed structures at main points of interest all around the heiau, resulting in structures directly located at the summer solstice, winter solstice, and equinox horizons. Each would signal the turn of a season (with the equinox happening twice for spring and autumn), and was discovered to be what they called a “gourd compass”—using the rising and falling of the celestial bodies overhead as part of the figurative Hawaiian sky dome.

This amazing discovery leads us to our Black Friday collection, which is entitled Ka Ipu Ka Honua. In Hawaiian, it translates to “The earth is a gourd,” a saying that relates to their navigational heritage using the gourd compass. The ancient Hawaiians’ “earth” was limited to what they knew and saw, which were the islands of Polynesia within the Pacific Ocean, along with the stars above, with the eight houses above also mirrored on the earth below.

Along with the stars and their geographical mapping of the earth, we also showcase the most important navigational path for ancient Hawaiians—Ka Iwikuamoʻo, which translates to the spine or backbone of a lizard. This long chain of stars runs from Kiopaʻa (the north star, also referred to as Hōkūpaʻa) down to Newe (the upright crux) in the south, connecting through Hōkūleʻa (the star right above Hawaiʻi). We also proudly honor chief Kaluaikonahalekuakini in our Black Friday collection as well. When splitting his name to read as “kalua i kona hale kuakini,” it explains the separation of the stars into houses, along with their infinite rising and setting over time. Chief Kuakini was the son of the great Keʻeaumoku and Nāmāhāna. Because his father was a great warrior and sailor, Kuakini naturally followed in his footsteps, bringing validation to his birth name.

Our Black Friday Ka Ipu Ka Honua Collection consists of a wide variety of brand new product, including four New Era 9FIFTY Snapbacks, an Ahu Laʻi Windbreaker, a noRep + FITTED Boardshort, a pull-over hoodie, three tees, and a long-sleeve tee. See the top paragraph for release breakdown. We also have several new FITSTRIKES that will release along side the Ka Ipu Ka Honua Collection, which will be in-store exclusives, along with a great sale on hats and tees in our new FITTEDANNEX pop-up shop. We’ll be opening our doors promptly at midnight, but we’ll keep everyone entertained all night with live music from 9pm–3am.

 

BLACK FRIDAY

 

Kalua I Kona Hale Kuakini Snapback (In-Store Exclusive)
This headlining snapback features the constellations seen above Hawaiʻi printed over the entire satin crown, along with a black polyester visor and top button. The side logos and back crest are stitched in a tonal black, and it also features a white snap enclosure.

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Ka Ipu Ka Honua Snapback (Online Exclusive)
The second headlining snapback projects the lines that divide the earth and sky into 8 sections—showing that what’s above is also below—onto the crown of the hat. It also features a black visor and top button, black tonal side logos, a white back crest, and a red snap enclosure. The inner satin lining features the constellation pattern seen on the Kalua I Kona Hale Kuakini snapback.

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Kiopaʻa Mua Snapback
Kiopaʻa is the north star, which is stitched onto this all-blue satin Mua snapback toward the back, near the back crest embroidery. When viewed from above with the visor toward you, the star is shown in the north, where it would be located when mapping out Ka Iwikuamoʻo, the most important navigational path to Hawaiians. All the logos are stitched in tonal metallic blue, and it also features a blue snap enclosure and an inner satin lining featuring our constellation pattern.

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Hōkūleʻa H Pride Snapback
This H Pride snapback is an ode to Hōkūleʻa, the zenith star of Hawaiʻi (meaning it’s directly above us at solar noon). The all-red satin color is due to Hōkūleʻa being a bright reddish color. When the hat is viewed from above with the visor toward you, you’ll see the star stitching toward the bottom, near the H Pride logo. In relation to the star on the Kiopaʻa Mua snapback, this would be the approximate location when mapping out Ka Iwikuamoʻo. Metallic red stitching is seen all around, with a red snap enclosure in the back and our constellation pattern on the inner satin lining.

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DPICT Camo Ahu Laʻi Windbreaker
Just in time for winter, we’re releasing our newest Ahu Laʻi Windbreaker, this time featuring our popular DPICT Camo pattern in black. It was designed to solve the same problems that our ancestors did when they created the original ahu laʻi, a ti leaf cape handcrafted to protect them from the elements. We took that concept and applied it to our specific environment here in Hawaiʻi, using the modern materials and technologies that we have at our disposal. It includes all the great details featured on our last Ahu Laʻi, like the lightweight ripstop nylon shell, back ventilation flap, adjustable drawcords at the waist and hood, and waterproof reverse zippers on the full body, lower pockets, and upper left front stash pocket. It also features elastic and trilock velcro adjustable wrist cuffs, mesh ventilation down the sides and under the arms, and new logo detailing on the front chest, behind the neck, and below the back ventilation flap.

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noRep + FITTED DPICT Camo Boardshort
For the winter swells, we’ve teamed up with noRep again to release another premium boardshort, made from the same thicker, durable, non-stretch fabric used in traditional boardshorts, created for Hawaiʻi’s everyday active lifestyle. Our DPICT Camo pattern is printed all over in olive, with the waistband and right-side velcro pocket in olive as well. The drawstring is a contrasting green color with red aglets and features repeating noRep branding in clear gel to keep your knot secure. The inner waistband features a pop of red and features the “noRep x FITTED” cobranding on the back. Our Lēʻahi patch is stitched to the lower left side on the front, while our Pacific Standard label is stitched to the center of the back waist band. Other details include a lycra fly, noRep branding on the eyelets and pocket flap, and an elastic key loop within the pocket. The fit is true to size, and will be available in sizes 28–40.

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Ka Ipu Ka Honua Tee – Black (In-Store Exclusive)
The front of this black tee features a very simplified look at the Ka Iwikuamoʻo navigational path of stars, with just Kiopaʻa (North Star) in blue, Hōkūleʻa (Hawaiʻi’s zenith star) in red, and Newe (Upright Crux) in red. The left chest features a small FITTED logo, while the back features an abstract, stylized illustration of the geographical mapping done by Hawaiians. The vertical green line is the north-south line, while the horizontal lines are Ke alanui polohiwa a Kāne (Tropic of Cancer), Ke alanui polohiwa a Kanaloa (Tropic of Capricorn), and Ke alanui a ke kuʻukuʻu (Equator). The angled green lines represent the winter and summer solstice lines. The surrounding red dotted line represents the area that Hawaiians considered their “earth,” not seeing anything beyond that. The white line surrounds the Polynesian Islands within the ocean.

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Kalua I Kona Hale Long-Sleeve Tee – White (In-Store Exclusive)
Featuring an illustration of Ka Iwikuamoʻo on the front left chest and down both sleeves. The FITTED logo is seen on the front left chest as well. The back features the name Kaluaikonahalekuakini large with directional arrows around it. Below that is a simplified version of the Hawaiian geographical mapping they did on the sky and earth, along with a small FITTED logo in the top right corner.

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Kalua I Kona Hale Pull-Over Hoodie – Black
Featuring the same print as the long-sleeve tee, printed on a black hoodie. It also features a front kangaroo pocket and adjustable drawstring hood.

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Kill Them With Aloha Tee – Blue or Red
We’re bringing our Kill Them With Aloha design out of the archive for this collection, made specifically to match the Kiopaʻa Mua and Hōkūleʻa H Pride snapbacks with tonal blue print on a blue tee and red print on a red tee, respectively.

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BLACK FRIDAY 2015 “KA PŌ NUI HOʻOLAKO”

Wednesday, November 25th, 2015 by

Releasing in-store only at midnight HST on Black Friday, 11/27. The Aloha and ʻĀina snapbacks will be also be available in limited quantities at select stockists.

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Aloha kākou!

Historically, our Black Fridays have been much more than just a sale—they’ve been full-scale events and we couldn’t be more proud of that. We love to go big, especially at a time where we can mahalo our customers for all their support throughout the years. This time around is no exception—naturally we had to go big for our first Black Friday as a decade-strong small business.

With the overarching theme of our 10-year evolution being more mature, knowledgable, and showing unwavering dedication to our craft, we approached this year’s Black Friday in a similar fashion. This ultimately resulted in one of our most technically focused collections to date: the Black Friday Ka Pō Nui Hoʻolako Collection.

Ka Pō Nui Hoʻolako translates to “The Great Night That Provides” in Hawaiian, which sets the stage for arguably our biggest event of the year, where we provide our customers with all the great deals and high-caliber products you’ve come to expect from us. We built up the entire Ka Pō Nui Hoʻolako Collection around a clean, streamlined look that focuses primarily on technical manufacturing and premium materials.

 

KA PŌ NUI HOʻOLAKO NEW ERA SNAPBACKS

For the first part of the collection, we will be releasing five New Era snapbacks, each one crafted from a different premium material and showcasing a different logo on the front. Four of the five are all-black, bringing the focus directly to the type of material used: a perforated leather Aloha, a hexagonal ripstop nylon Kamehameha, a corduroy ʻĀina, and a neoprene Mua. The fifth hat is a Daytripper snapback featuring a black and white aloha print fabric, cut from a large roll so no two are alike. All five snapbacks feature black embroidery on the sides and back, with the Daytripper adding a crest tag near the snap enclosure.

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AHU LAʻI WINDBREAKER & PEAK PULLOVER HOODIE (CUT & SEW WITH LAʻI PRINT)

We will also be releasing two new additions to our cut & sew outerwear catalog, bringing back a past silhouette while introducing a completely new one. With our cut & sew items we get to create something from the ground up, and we take enormous care in making sure the product is just right. We made sure we put in countless hours of research and development on both silhouettes, perfecting the fit and materials to our custom specifications. Every part was visualized down to the last detail, resulting in two of the most technical outerwear pieces we’ve ever created.

The Ahu Laʻi Windbreaker is a silhouette we created a year ago for our Waiʻaleʻale collection, designed to solve the same problems that our ancestors did when they created the original ahu laʻi, a ti leaf cape handcrafted to protect them from the elements. We took that concept and applied it to our specific environment here in Hawaiʻi, using the modern materials and technologies that we have at our disposal. It includes all the great features we introduced last year, like the lightweight ripstop nylon shell, back ventilation flap, adjustable drawcords at the waist and hood, and waterproof reverse zippers on the full body, lower pockets, and upper left front stash pocket. We’ve also made a few slight improvements over last year’s design, adding a drawstring to the wrists for greater adjustability and adding mesh ventilation on the sides from the underarms down. The 10 year patch is seen on the lower left front pocket, along with our new branding on the front chest, lower back and upper back. The print on the upper half of the windbreaker is our new Laʻi (ti leaf) pattern, an abstract representation of ti leaves as an homage to the real ahu laʻi worn by ancient Hawaiians. Laʻi was also used traditionally to wrap hoʻokupu (gifts or offerings) that was provided to Lono for the Makahiki season, which relates back to the central theme of Ka Pō Nui Hoʻolako (The Great Night That Provides).

Our new Peak Pullover Hoodie is a brand new silhouette, created to fill the void of everyday outerwear here in Hawaiʻi, where it can rain one minute and be sunny the next. We researched various types of fabric before we landed on the perfect one—a high quality dry-fit fabric that specializes in moisture management, moving perspiration away from the body and through the fabric where it can evaporate quickly. This allows the wearer to feel cooler and more comfortable in various environments. The Peak also features raglan sleeves and a contoured bottom hem for a better fit at the shoulders and waist, respectively, and also includes tailored cuffs for a very snug fit that helps prevent the usual stretching and warping that occurs with normal hoodies. Other details include a drawstring hood, double-sided front pocket, 10 year patch on the front, ASD trilock tag on the right side, and probably the most notable detail being the large niho (triangle) on the back, which is a signature addition in most of our cut & sew products. The back features a woven X logo printed above latitude/longitude coordinates, which point to a geographic area known as Kou in ancient Hawaiʻi, one of the original names for the city of Honolulu. It was named Kou because it had a thriving grove of kou trees running through it.

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FITTED FOR SCOTT HAWAII KOLOHE CORRECTOR SLIPPER

As one of the highlights of the Ka Pō Nui Hoʻolako Collection, we teamed up with good folks at Scott Hawaii to create a new premium slipper, built off the classic rubber slipper from our childhood but ushered into the 21st century with updated materials and Scott’s 80+ years of footwear experience. Aptly named the “Kolohe Corrector,” this slipper serves multiple purposes in addition to normal usage on one’s feet. It can also be used to kill pesky insects, add aerodynamics to your barefoot race against your friend, or like the name suggests…yeah, we’ll leave it at that. It features a natural rubber non-slip gum outsole with a Rubalon insole and arch support for a comfortable ride. The rubber strap contains two anchors on each side for a more secure hold on your feet. It also features our new Laʻi print on the top, a black and white striped midsole with a pop of yellow on the arch support, and a rubber FITTED patch on the heel.

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KA PŌ NUI HOʻOLAKO TEES

We are also releasing two tees and a long sleeve tee to commemorate the Black Friday event, with all three featuring black on black print. The WTCF 2 Tee features our new logotype across the front, while the Laʻi Crest tee features a large crest on the front filled with the Laʻi pattern. The long sleeve tee showcases the new logotype on the front with our brand’s mantra, years of business, and latitude/longitude coordinates—pointing to the area that was known as Kou, one of the original names for Honolulu. All three tees feature a Laʻi filled crown on the upper back.

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Along with all the featured releases above, we also have our traditional blow-out sale happening with $5 tees, $10 hats, and 50% off our Ala Kaʻi Boardshort. We’re not done either. If you spend $200 or more, you’ll receive a free Umi A Ola Trilock Pillow with your purchase. And as always, we’ll have great food and entertainment for you to indulge in while waiting in line. Like we said earlier, we love to do it big!

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