FITSTRIKE RELEASE: MUA SNAPBACK, KEIKI MUA SNAPBACK, ALOHA LOGO TEE, KEIKI ALOHA LOGO TEE, & KEIKI DREAMERS TEE

Monday, October 15th, 2018 by

Releasing exclusively in-store and online this Tuesday, October 16 at 11am HST.

FITSTRIKES

Aloha kākou!

This Tuesday’s FITSTRIKE offerings include items for both the keiki and the grown-ups. The matching adult and keiki Mua snapbacks feature a premium heather grey Shadow Tech base, with a front logo stitched in black-to-white gradient and light teal, white eyelets, black New Era logo, light teal crest, and black snap enclosure. The matching adult and keiki Aloha Logo tees feature teal print on a white tee, while the keiki Dreamers tee features white print on a heather grey tee. Both keiki tees come in toddler, juvenile, and youth sizes (2T-4T, 6J, 7J, XS, S).

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ALOHA SNAPBACK & GREEN FLASH TANK TOP

Thursday, October 11th, 2018 by

Releasing exclusively in-store and online this Saturday, October 13 at 11am HST.

Video: @kashakamu
Model: @daveydizzle49, @kaulanakealoha85, @scotty_t34, & @kai.lima
Music: @slappsymphony

Aloha kākou!

We’re sending out even more ALOHA this Saturday with another premium Aloha 9FIFTY snapback, crafted out of 100% cotton ripstop in black on the crown and visor and dark grey on the undervisor. The front Aloha is stitched in yellow and outlined in white, while the side New Era logo is stitched in white, and the side crown and back shaka are stitched in yellow. It’s finished off with a black snap enclosure and a Hawaiian flag tag with Aloha Served Daily on the back. Releasing alongside the Aloha snapback is a matching tank top featuring a new design titled “Green Flash,” which captures the serene sunset before it falls behind the horizon and the famous split-second green flash appears.

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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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HAWAIʻI NOIR COLLECTION

Friday, December 22nd, 2017 by

Releasing exclusively in-store and online this Saturday, December 23 at 10am HST.

HAWAIʻI NOIR

Aloha kākou!

This Saturday marks the next delivery of our newest collection which we introduced on Black Friday. We pulled 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.

 

ALOHA 9FIFTY SNAPBACK
The long-awaited return of our Aloha design comes correct with an all-over Nectar pattern on the base, subtle black stitching on the front, white side stitching and snap enclosure, and black and white crest on the back.

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TOUGHEST TEE – LIGHT TEAL
The Toughest tee is the commemorative item you bring home from any visit to a new place, like you went to Hell’s Half Acre and came back with this awesome tee. It features the Chinese character-inspired logo for the collection on the front, and showcases the street layout of Hell’s Half acre on the back with full branding and mottos.

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DELICIOUS, PLEASE SEND MORE TEE – BLACK
This design promotes the fictional neighborhood butcher and chop suey house down in Hell’s Half Acre. Anything you need chopped up, they’ll be happy to accommodate. And they mean anything.

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BOOGIE HOUSE TEE – MAROON
Inspired by the entrepreneurship of a real gangster and the original Honolulu Harlot, Jean O’Hara (do a quick Google search), this tee represents the place in Hell’s Half Acre that men would seek out, looking for a good time and a beautiful “lei.”

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WHO THE CROWN FITS TEE – HEATHER GREY
Our standard logo tee was customized for this collection by filling it with our new Nectar pattern.

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INTERNATIONAL LONG-SLEEVE TEE – LIGHT TEAL
Inspired by an old-style movie poster, this new design promotes Hell’s Half Acre with a vengeance. The motto “The Toughest Spot in the Pacific” says it all.

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OBSERVATION COLLECTION

Friday, October 27th, 2017 by

Releasing exclusively in-store and online this Saturday, October 28 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The Ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

ALOHA 59FIFTY
Our latest Aloha design is stitched on 100% polyester poplin, dipped in our new EWS (Element Water Sky) pattern and sporting brass eyelets. The front stitching is white, while both side embroideries are navy blue, and the back crest is stitched in navy and white.

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BASIN PREMIUM TEE – OLIVE
Our premium Basin tee arrives in olive, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

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TECHNIQUES TEE – HEATHER GREY
The Techniques design was inspired by the expert wayfarers of our past, who observed the night sky and figured out how to make the stars work for them, guiding them along their journey across the Pacific.

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FITSTRIKE RELEASE: MUA SNAPBACK, ALOHA LOGO TEE, & WTCF TEE & TANK TOP

Thursday, August 17th, 2017 by

Releasing exclusively in-store and online this Saturday, August 19 at 11am HST.

MUA

Aloha kākou!

This Saturday, we’ll be releasing a new Mua snapback, Aloha Logo tee, and Who The Crown Fits tee and tank top under our FITSTRIKE program. The Mua features a maroon base with charcoal undervisor and white snap enclosure, while the front Mua logo is stitched in shades of grey, white, and light blue, the side New Era logo is stitched in white, and the back crest is stitched in grey and light blue. The Aloha Logo tee features charcoal print on a celadon-colored tee, while the Who The Crown Fits tee features light blue print on a heather charcoal tee, and the Who The Crown Fits tank top features light blue print on a charcoal tank top.

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FITSTRIKE RELEASE: H PRIDE SNAPBACK & ALOHA LOGO TEE

Friday, June 16th, 2017 by

Releasing exclusively in-store and online this Saturday, June 17 at 11am HST.

H PRIDE

Aloha kākou!

This Saturday, we’ll be releasing a new H Pride snapback and Aloha Logo tee under our FITSTRIKE program. The H Pride features a new and unique terry cloth fabric covering the visor and top button, along with a navy blue crown, tonal New Era logo, white front and back embroidery, and a white snap enclosure. The matching Aloha Logo tee features white print on a navy base.

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SUMMER 2016 AHOLOA COLLECTION

Thursday, September 1st, 2016 by

Releasing in-store, online, and at select stockists this Saturday, September 3 at 11am HST.

AHOLOA

AHOLOA
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

With the kau wela (summer) season in full swing, we are proud to present the next release from our Summer 2016 Aholoa Collection, dropping this Saturday.

Aholoa translates to “long breath” in Hawaiian, and to us, we think about the summer sun and our hopes that the sun holds its breath so that we can keep enjoying its ever-giving life before having to sink into the ocean. The Aholoa collection is a tribute to the summer sun and the memories made during this beautiful season, through the use of new stories, designs, and materials. A running theme this season is celebrating the old school street car culture we witnessed as keiki during the summers. Old school Datsuns, VWs, and lifted Toyotas, cruising all around the island or just cruising in a secret random parking lot, creating a party every time.

We’ve introduced two new patterns specifically for the Aholoa collection as well. Finish Line is a car-inspired pattern that resembles a checkered flag, but with niuhi tri-lock shapes making up the black squares. DPICT (Disruptive Pattern Island Camouflage Triangle) Camo combines our two proprietary camouflage patterns—Island Camo and Tri-Camo—into a seamless woodland-inspired camouflage, with highly stylized island shapes in the foreground and subtle Tri-Camo in the background.

This season, we’re also showcasing our first full collection of cut and sew silhouettes, built to live as timeless sportswear pieces, using high-quality material selections with intricate subtle details and constructed to the highest standards. These silhouettes will form the foundation of our entire cut and sew program, ushering in a new level of design technique as we continue to strive for the best quality product for our customers.

 

Victory Lap Aloha Snapback
The Finish Line pattern makes a bold showing on the visor of this Victory Lap Aloha snapback, which also features a black crown and red undervisor. The front logo is stitched in white to match the white snap enclosure, while the side New Era logo is stitched in yellow. It also features a race-inspired side patch and for the first time ever, a white crest with tri-colored background on the back.

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Plateau Technical Short – Heather Grey
The next release of our Plateau Technical Short comes in heather grey with a solid black waistband. The fabric is a premium cotton/polyester (65/35) blend, manufactured specifically for its durable, quick-drying, and sweat-wicking capabilities. The first detail you’ll notice is the row of printed woven X logos we debuted for our 10 Year anniversary across the top of the short, with our FITTED logo below the front left pocket. On the opposite side, our ʻio morale patch is stitched right below the front right pocket, with a sizing spec label stitched on the inside of the same pocket. The Plateau Technical Short also includes a double-stitched drawstring with heat-shrunk rubber aglets on the knotted ends, along with metal grommets. A custom-designed crotch gusset was added for extra durability, shaped to be two tri-locks together as a diamond. Other details include a large tri-lock back gusset, two mesh back pockets sealed by water-resistant reverse invisible zippers, a Mil Spec label above the back right pocket, and a keyring loop sewn into the waist on the wearer’s right side seam.

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Night Bird Tee – Black or White
The Night Bird tee features a stylized ʻio (Hawaiian hawk) crest emblem on the back and our FITTED crest on the front left chest. The right sleeve features another emblem that is inspired by the center shield on the Hawaiʻi State Coat of Arms.

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SPRING 2016 DELIVERY “HUI”

Sunday, April 24th, 2016 by

Releasing exclusively in-store and online this Tuesday, April 26th at 11am HST.

ISAIAH

ISAIAH

Aloha kākou!

For our Spring 2016 collection, rather than look elsewhere for inspiration, we chose to turn our attention to those closest to us—our FITTED ‘ohana. This season, we’re getting up close and personal with our “hui” (Hawaiian for club or company), as we allowed each of our team members to dream up two hats, each utilizing their choice of silhouette (59FIFTY fitted or 9FIFTY snapback), front logo, color-blocking, and materials—resulting in unique pieces that hold special value to the team members that created them. A few of our stockists on the Mainland will release their own store exclusives in the near future as well. Please note that all hats in this collection were produced in limited quantities.

Each piece has a special story behind it, and what better way to hear those stories than from the creators themselves? Every release will be authored by the team member responsible for that design, for an even more personal touch. This Spring season, we hope to share a little more about our hui with you.

 

Name: Sebastian J. Valdes

AKA: Bobby Filipino

Title/Position: Wholesale Manager

Favorite place in Hawaii? Wherever the BBQ and FITTED EZ ups are

One thing you can’t live without? My family

What are you doing when you aren’t working? Playing with my son

Favorite FITTED hat? Pantanama Snapback and Kala Set

What inspires you? My son, my family, my team

ISAIAH KEIKI KAMEHAMEHA SNAPBACK
By Sebastian Valdes

My 2nd for this collection is a keiki snapback, and I can’t take any of the credit because this design simply isn’t mine. It belongs to our young homie, Isaiah, and he actually designed it back in September 2012. This story is about how he made an everlasting impression in my life the day we first met.

Isaiah was a patient at Kapiolani Women & Children’s Hospital. We had the opportunity to go to the hospital one night and speak to some of the kids about what it is that we did at FITTED. We handed out some blank hat templates for the kids to color and we pretty much just talked the whole time, getting to know each other and answered any questions they had. And there was Isaiah, 9 years old, rubbing his chin in contemplation over what color crayon he should use for his design. I asked him, “What’s your favorite color?” And without hesitation, he replies, “Hot pink!” All of us at the table were surprised at how quick he answered and that hot pink was his favorite color. We all laughed and he was like, “Really, it is!” I tried talking him into splitting credit with me if we ever made the hat he designed, 80-20 was the offer, me taking 80 and him 20 naturally, and he basically looked at me and the rest of the team like, “This guy must be crazy!” Haha. I’m telling you, this kid so was full of life, you could have never guessed that he was sick.

Fast forward a week or two later to his 10th birthday. I didn’t get the chance to visit him, but I did get the chance to FaceTime with him because Kaiser and Tiffany went to visit him and dropped off his birthday present—a hot pink sketch pad, so he could design more hats for us. I asked him if he was sure he didn’t want to take me up on my 80-20 offer and of course, he laughed at me and politely declined.

This was the last time I spoke to him, because shortly after his birthday he passed away. Now, I may not have known him a long time but in the short time that I did know him and talk to him, he’s made such an impression that even to this day I think about him. I even have his drawing of the hat he colored.

This keiki Kamehameha snapback is full of bright, bold colors, just like Isaiah’s life. He designed the crown to be lime green with purple contrast stitching and red logos all around. It features a white snap enclosure, black visor with lime green contrast stitching, and purple eyelets and undervisor.

The hat is respectively named Isaiah, in honor of him and his life. We’ll always remember his smile, because his eyes would disappear when he did; his humor, because he had us cracking up that first day we met him; and his mind, because he wanted to design things truly, and now he has.

No 80-20 credit split on this one, kid. It’s all you…100%.

 

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We’ll be releasing three new keiki tees on Tuesday as well. All three feature our Aloha logo on the front and our crown on the upper back, in lime green on black, white on heather grey, and black on red. They all come in three sizes: Youth Extra-Small, Youth Small, and Youth Medium.

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HOLIDAY 2015 DELIVERY “WAIWAI”

Thursday, January 21st, 2016 by

Releasing in-store and online this Saturday, January 23rd at 11am HST.

blog image
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

This Saturday we continue with our Holiday 2015 Waiwai Collection, which embraces a time in Hawaiʻi’s history where waiwai (wealth) was based more on life, health, and thriving culture. The word “waiwai” is a duplication of the word “wai” which is the Hawaiian word for water. In the minds of our Hawaiian ancestors, when you had abundance of fresh water via a river or a spring, it meant you were very wealthy because you had access to a source of life. Because of this we honor Kākuhihewa, the 15th aliʻi ʻaimoku (ruling chief) of Oʻahu, who was revered throughout the islands and brought a time of peace, prosperity, and waiwai to the Hawaiian people.

The traditional makahiki season was also a peaceful time filled with sports and cheerful celebration in honor of Lono, the god associated with fertility, agriculture, rainfall, and peace. This helped influence the sports theme for the collection, with the aesthetic look inspired by vintage baseball and football uniforms through the use of classic colors and premium materials.

 

Aloha 59FIFTY
Grey and dark green come together nicely on this Aloha 59FIFTY, featuring grey melton wool on the crown and dark green melton wool on the visor. The front Aloha logo is stitched as a layered felt appliqué, while the eyelets, top button, side logos, and back logo are finished off in dark green.

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Kākuhihewa Metal Pin Set
We have a set of two new pins releasing to commemorate our Waiwai collection. Both pins feature aliʻi illustrations representing Kākuhihewa and his great reign over Oʻahu, making them great accent pieces to anything and everything from the collection.

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