Thursday, 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 detail

back detail




Thursday, July 17th, 2014 by

Releasing in-store, online, and at select stockists this Saturday, July 19th, 2014.


Aloha kākou!

We proudly present to you the final release of our Summer 2014 “Perception” Delivery 1 collection. With three new patterns (Maiʻa, Vanquish, and Kālā Pepa) as our foundation, we explore the perception of Hawaii from the outside looking in as well as the inside looking out.

We’d like to send out a big MAHALO to everyone that supported our Summer 2014 Delivery 1 Collection, wether it be from our brick and mortar shop, our online shop, or one of our many great stockists. We will see you all soon for our Summer 2014 Delivery 2 Collection!



Wednesday, July 2nd, 2014 by

To all of our dear ohana who participated in our #30daysofFITTED challenge, we want to wish you our most humble and sincere mahalo for your unmatched dedication, support, and aloha. It was amazing for us to witness all of your collections while getting to know each of you a bit more personally. You continue to inspire us with all your love. Aloha!



Thursday, June 26th, 2014 by

Hi again!  I’m just going to start this blog off by saying the weekend was way too short!  Let’s recap…

My good friend, Bree, decided to take a leap and move to Las Vegas and I couldn’t be more happier for her! Personally, I’m a homebody and I couldn’t imagine leaving Hawaii, but to each her own.  When she told me the bittersweet news, I knew I wanted her last day to be special.  Surprise party for Bree was in full effect.  Now, usually the beach is a go-to for a huge get together, but I wanted it to be a little more intimate.  Bingo!  I send a text message to Monique, asking if it’s cool with her that we use her house, she says yes.  Location, check.  Now, how am I going to get Bree there?  Easy, I tell her it’s Mo’s birthday and we’re just going to BBQ.  Haha!  After Bree agrees to going, it’s smooth sailing from there on out.  Thank you baby Buddha for technology and it’s ability for group text.  Lol.  BBQs with us is simple – bring whatever you wanna grill and drink, and leave it up to JJ (Parkz) to cover the dessert course!

It was a beautiful day out and I couldn’t wait to kick it with everyone.  Once we surprised Bree, we could all relax and just enjoy each other’s company.  As I savor a nice cold Coors Light in Mo’s amazing pool, I soaked in the scenery. Everywhere I looked, there were smiles and laughter, love and good vibes.  We came together to celebrate Bree’s journey, and Bree came to “celebrate Mo’s birthday” on her last day home (little did she know this was for her).  My point is, friendships like these, the unselfish ones, bring all kinds of positivity together, and in this tough world, positive vibes and good people make life that much sweeter.  Some people portray paradise to be clear water beaches with white sand, a beaming Hawaiian sun, and bottomless mai tai’s, however, my paradise is being in good company. Cheers to an amazing Sunday…




Hope you guys enjoyed that! Until next time..




Thursday, June 19th, 2014 by

Hey guys,


Iʻm finally on here and am excited to be able to share my thoughts with all of  you! First off, Iʻd like to start with a quick introduction; For those of you whom I havenʻt had the pleasure of meeting yet, my name is Alia and you may find yourself running into me on any given day at the shop. I’ve been with FITTED for almost 2 years now, and the new experiences and friendships I encounter daily have been so priceless to me.  Coming into this company, I was aware of the ohana that surrounded the brand.  I was also very hesitant and afraid of not being accepted by this unbreakably bonded “family.”  Slowly, but surely I’ve become a part of this ever-growing ohana (and I’m not just talking about employees).  Our loyal supporters are the sh*t!  So much aloha run through their veins and it’s so contagious.  They define our saying “Aloha Served Daily” so well.

With the start of our summer collection beginning, I wanted to capture the essence of this past spring season before beers and beaches take over.  With us nearing our ten year anniversary, we wanted to bring back a few of our personal favorite, older designs for our Spring 14 “Legacy” Collection.  Pictured below are some of our customers, both new and old, that camped out every weekend for ten weeks!  For the rest of you that physically can’t be here, we haven’t forgotten about you!  Our appreciation goes beyond words.  I’m so stoked to be here and I hope you guys are ready for summer!





photo 1


Thursday, May 8th, 2014 by

Releasing in-store and online this Saturday, May 10th, 2014.

blog image
[Photo credit: @ryagra]

Aloha kākou!

Our Spring 2014 D2 “Legacy” Collection continues this weekend with the following releases, based off memorable designs from our past.


“White Wash” Aloha Snapback
Released in 2008, the original “White Wash” Kamehameha 59FIFTY became a highly popular fan favorite. The production and material were unique, and the concept behind the hat hit home as a direct reference to the vast body of water that surrounds us and all the beautiful beaches we have here in Hawaiʻi. For our Legacy Collection, we created an Aloha snapback that pays homage to the “White Wash” Kamehameha while keeping its own identity. We’re using the same cotton canvas base, but this time we’ve switched it for an olive stone color with a very muted distressed wash for a subtle nod to the original. The inside stays true to the 2008 version with the “Tools of the Trade” satin lining, this time in honey dew with matching sweatband and undervisor. The side New Era logo is embroidered in honey dew as well, while the Aloha logo, side crown, back crest, and eyelets are stitched in white.
**IN-STORE EXCLUSIVE: For the purists out there that are seeking the look of the original “White Wash,” we will be releasing a very limited amount of bleach-distressed hats, hand-done by our FITTED team. Only 25 of these hats were made, and they will be an in-store exclusive.








Monday, February 10th, 2014 by

Releasing in-store and online this Tuesday, February 11th, 2014.


Aloha kākou!

Just in time for Valentine’s Day, we’re releasing a special His & Hers Valentine’s pack. Our new “Aloha to Everyone” men’s tee comes in black while the women’s sleeveless tee comes in assorted colors. Both tees feature our crown on the upper back. Releasing in very limited quantities.

(Photos by Andrew Tran)

men's tee

women's tee


Tuesday, December 24th, 2013 by

Drunk off egg nog? Watching football? Just ate and have nothing to do? We haven’t forgotten about our out of town Ohana. This one is for you! Use promo code “SERVINGALOHA” upon checkout and receive free shipping on your domestic order from our online store!

Mele Kalikimaka & Hau’oli Makahiki Hou from our Ohana to yours!


Thursday, December 5th, 2013 by

Releasing in-store and online this Saturday, December 7th, 2013.

We Don't Fly Half Fast

Aloha Kākou!

Black Friday and Cyber Monday may be over, but we are going to keep flying full speed. Living up to our creed “We Donʻt Fly Half Fast,” we present part 2 of our Holiday D1 collection. The second wave of this collection consists of 9 tees, 1 raglan tee, and 1 women’s v-neck tee.


“Half Fast Logo” Tee – Black (100% Cotton)
Our ʻio is front and center on this tee, with our name filled with island camo arching across the mighty hawk, all outlined in reflective 3M.


close up



“Fly or Fall” Raglan Tee – Red/Gray (60% Cotton, 40% Polyester)
We brought back the same raglan tee from our D1 PT1 drop featuring our morale patch over the heart, this time in bold red and gray.


close up


Click to see more.



Tuesday, November 26th, 2013 by

Releasing in-store on Black Friday, November 29, 2013. We will open at midnight and we will close when everything is sold.

po pauole

Black Friday has always been an important day for us. We strive to create an event that you—our ‘ohana—will enjoy coming to and leaving from. For us itʻs not just a sale, but a great experience.

Last year we embraced the dark with our ‘Ele‘ele Ambush in the Night collection. This year we wanted to explore the dark a little deeper, through the teachings of our Hawaiian ancestors. While cultures around the world have their own beliefs on the creation of life, ancient Hawaiians used the Kumulipo (creation) chant to tell their story. They believed that the creation of life happened in 16 wā, or eras—the first 8 wā in darkness, and the second 8 wā in light.

The belief that essence preceded existence is the basis of our Black Friday collection, aptly titled “Pō Pau‘ole,” which roughly translates to “never-ending darkness.” It is our respectful nod to the Kumulipo chant and our way of sharing the story of creation with you.

Using five snapbacks as our canvas, we’ve commissioned our good friend Shawn Kaho‘olemanaʻs incredible natural photos to help paint the picture of Pō Pauʻole and creation in an amazing visual narrative.

Shawn is one of our oldest friends here at FITTED. We really respect and love what he is doing now, and to be able to work with him and showcase his amazing work is truly an honor.


We asked him to tell us a little more about himself, and here are his words:

“O aloha mai kakou. O Shawn Kahoʻolemana Naone koʻu inoa a he Hawaiʻi. Noho au i Palehua aka no Aliapaʻakai mai au. My name is Shawn Kahoʻolemana Naone and I am Hawaiian. I live in Makakilo but was raised in Salt Lake. I am a student with two concurrent majors, one in Native Hawaiian Studies and one in Social Work.  I went through many years of life with minimal curiosity on what it meant to be kanaka ʻoiwi (Native Hawaiian), in fact I never realized that I had a kuleana (responsibility) to learn and share what my kupuna had practiced and lived so many hundreds of years ago. I lived with this huikau (confusion) for many years until I discovered the value of my culture, the Hawaiian culture. This huikau I feel is one of the main reasons Native Hawaiians are the leaders in the demographic of the incarcerated, the homeless, the substance abusers, and the diasporic.

“I started to document my journey of what I learned in and out of the classroom, and at the same time I got to share my culture to those who were in the same boat as I. My philosophy on photography is a complex one but then again, aren’t all Hawaiians living in this ever changing modern day and age. The word for picture is kiʻi, but it also means image, picture, statue, tiki, likeness (as in art imitating life or more importantly vice versa), and also it means to fetch, to acquire, and obtain. So it is my paradox as well my opportunity to be pono in my art by taking a picture without actually talking but observing and giving a response to what I see. I try to makawalu others by showing the multiple angles of a certain object, and how it’s juxtaposition affects everything around it and that we are all connected. There are many ways of seeing one thing.”

Below are the five pieces of the Pōpauʻole narrative, using descriptions based on Shawnʻs own writings. Each hat will be on sale for $39.99.