HALA ʻULA & HALA PIA ALOHA SNAPBACKS

Thursday, September 18th, 2014 by

Releasing Saturday, September 20th. See below for detailed release information.

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Aloha kākou!

It’s been a few years since we’ve used woven material on our hats, and after dropping several hints online we’re pleased to announce its return this Saturday. Hala, which woven lauhala (lau means leaf in Hawaiian) is derived from, comes in several varieties based on fruit color. They were valuable to the ancient Hawaiians for their wide range of uses, aside from the woven lauhala that’s commonly used. Two of the hala varieties—hala ʻula and hala pia—provided the basis of this Saturday’s release.

The hala ʻula variety bears reddish fruit and was very prized among the different hala types. The people of Kohala, Big Island also have a special moʻolelo on the term hala ʻula as it pertains to King Kamehameha. Their secondary translation for hala ʻula is “a grievous fault that might spill our blood” from the alternate meaning of hala (what we say when someone does something bad) and the word ʻula (red). The Kohala people entered a conspiracy to save Kamehameha from harm, and if Alapainui (king of Big Island at the time) ever found out, he would’ve surely killed them. So the term hala ʻula became a reminder to the Kohala people of the risks they took to help Kamehameha. The reddish color of the hala ʻula fruit is what inspired the red denim visor on our new Hala ʻUla Aloha, with a nod to the Kohala moʻolelo and the risk of bloodshed they almost encountered. The entire crown is woven black, with tonal embroidery all around and a black snap enclosure around back. The inside liner and undervisor are printed with a collage of hala plants on satin.

In contrast, the hala pia variety bears a fruit that is off-white or pale yellow in color, and was also incredibly important in Hawaiian culture, but in a special way. In addition to all the common uses that hala pia shares with the rest of the hala varieties (hala ʻīkoi, hala lihilihi ʻula, and hala melemele), the hala pia plant has been singled out as having unique medicinal qualities including the ability to ward off evil spirits. Inspired by the hala pia, we created the Hala Pia Aloha snapback. The entire crown is woven in an off-white/pale yellow color, based off the color of the plant’s fruit. White embroidery is seen all around, along with a white snap enclosure. A dark blue denim visor provides a nice contrast to the rest of the hat. On the underside of the hat, we laid out the same collage of hala plants on the satin inside liner and undervisor, as an homage to where woven lauhala started.

Along with the two Aloha snapbacks, we are also releasing two matching tees. The Hala ʻUla Aloha tee features a small white Aloha logo printed backwards on the right chest and a large red woven tri-lock print on the lower half of the shirt. It also features a white crown on the upper back. The Hala Pia Aloha tee features a dark blue Aloha logo printed on the left chest with an off-white/yellowish woven tri-lock print on the lower half. A dark blue crown is seen on the upper back. When both shirts are put side by side, the woven prints connect and a large woven tri-lock appears.

 

The Hala ʻUla and Hala Pia Aloha snapbacks and tees will have a unique release this Saturday, so please take heed to the information below:

The black Hala ʻUla Aloha snapback and matching black tee will be available exclusively at our brick and mortar location, 1438 Kona St., this Saturday at 11 a.m. (HST). Phone orders will accepted after the line has been taken care of. The hat and tee will not be available online.

The off-white/pale yellow Hala Pia Aloha snapback will be available at our online shop at 11 a.m. (HST) and at these select stockists: Cukui, District Footwear, HNRS LV, Instant Klasick, NMLS, and Pros N Cons LA (please contact the individual stores for their release time). The white Hala Pia Aloha tee will be only be available at our online shop (same time), HNRS LV, and Pros N Cons LA. Neither will be available at our physical store.

 

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SUMMER 2014 “PERCEPTION” DELIVERY 2 (FINAL RELEASE)

Thursday, September 11th, 2014 by

Releasing in-store, online, and at select stockists this Saturday, September 13th, 2014.

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Aloha kākou!

We proudly present to you the final 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.

As our entire Summer 2014 “Perception” Collection comes to a close, we’d like to say “Mahalo!” to everyone for their ongoing support and aloha. You help us strive to make the best product we can, and it inspires us to push the boundaries on everything we do moving forward. We can’t wait to show you what’s next…

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SUMMER 2014 “PERCEPTION” DELIVERY 2 (FOURTH RELEASE)

Thursday, August 28th, 2014 by

Releasing in-store, online, and at select stockists this Saturday, August 30th, 2014.

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Aloha kākou!

We present to you the fourth 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.

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WAI‘ALE‘ALE AHU LAʻI WINDBREAKER & ALOHA TEE

Tuesday, August 26th, 2014 by

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

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WAI‘ALE‘ALE ALOHA HOODIE & TEE

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.

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SUMMER 2014 “PERCEPTION” DELIVERY 1 (FINAL RELEASE)

Thursday, July 17th, 2014 by

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

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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!

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#30daysofFITTED INSTAGRAM CONTEST WINNER

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!

MAHALO HUNTERS from FITTED on Vimeo.

CHEERS TO GOOD VIBES

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…

 

CHEERS TO GOOD VIBES from FITTED on Vimeo.

 

Hope you guys enjoyed that! Until next time..

XOXO,

Alia

ALLOW ME TO INTRODUCE MYSELF

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!

 

XOXO,

Alia

 

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SPRING 2014 D2 “LEGACY” (SEVENTH RELEASE)

Thursday, May 8th, 2014 by

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

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[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.

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