FITTED FOR FLUX HAWAII STRAPBACK, BASIN PREMIUM TEE, & HIGH POINT BUTTON SHIRT

Thursday, September 15th, 2016 by

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

FITTED FOR FLUX
Photo: John Hook for FLUX Hawaii

Aloha kākou!

As some of you may be aware, we recently had the honor of collaborating with FLUX Hawaii on a premium New Era strapback made exclusively for their General Store pop-up venture, which had a short stay in LA last week and is now currently residing in NYC until September 17. While most of the hats are being sold at the General Store, we managed to secure a limited amount for our local and online customers, releasing this Saturday.

The FITTED for FLUX Hawaii Strapback utilizes New Era’s Golfer silhouette and features a wool base with premium leather front patch and back strap, along with brass eyelets and buckle and black embroidery throughout. The undervisor and sweatband feature a classic and vibrant aloha print as a nice contrast to the upper.

Along with the FITTED for FLUX Hawaii Strapback, we will be releasing new colors in both of our premium cut-and-sew tops: the Basin Premium Tee and the High Point Short-Sleeve Button Shirt. The Basin Premium Tee features all the details from the past releases, but this time with a white body and a triangular DPICT Camo gusset on the back. The High Point Short-Sleeve Button Shirt is done in black this time around, with the same custom specs and details as our previous releases.

Please be sure to check out the great FLUX Hawaii article below, in which Lisa Yamada talked story with Ola about growing up, the FITTED brand, and everything in-between.

FITTED for Success

This year, FLUX Hawaii collaborated with FITTED to create an exclusive hat for the General Store. We talked with co-owner Keola Naka‘ahiki Rapozo about the importance of infusing culture into everything he does.

For more than a decade, under their brand FITTED, Keola Naka‘ahiki Rapozo and Rene Matthyssen have used hats and other printed merchandise as vessels for weaving together stories of place-based Hawaiian history with representations of what it’s like growing up in Hawai‘i now. For Rapozo, FITTED, with which FLUX Hawaii collaborated to create an exclusive hat for its General Store, goes beyond just making apparel—it transmits culture. “I always wanted to create a uniform for Hawai‘i, that wherever you see us in the world, you would know us by what we wear,” says Rapozo, who worked in design at Tori Richard for five years before starting FITTED. “I wanted for people to be so proud of where they come from.” Here, Rapozo breaks down the inspiration behind his brand and discusses the current creative scene in Hawai‘i and its future.

On growing up in Kahalu‘u:
There’s a certain moral value that you get at an early age growing up in Hawai‘i. Like if you get caught stealing something at the store and your mom is not around, your auntie going scold you, guarantee. My parents kept me rooted, but I also had friends that were knuckleheads. But I never wanted to be a rebel. I figured out early on we could clean our neighbor’s banana patch, and he would give us $10. Boom, we’d climb over the mountain to Temple Valley Chop Sui and buy a two-choice plate, then go to Goodie Corner and get candy.

On the art of the craft:
My parents had a business where we would go to craft fairs, and they would task my sister and I to collect kamani and kukui nuts in Kahalu‘u Valley, where we lived, to make these arts and craft pieces. We’d make mini ipu heke, puihiwe, makini. Every Saturday morning, I was stuck cleaning kamani nuts.

On FITTED’s design process:
When we start a design, whether it’s a hat, T-shirt, or an overall collection, we go through a four-step protocol. The first two deal with look and construction—is this product handsome, why is it handsome? The third deals with kauna, or the hidden meaning behind the symbols. The fourth is makawalu, or to look at things with eight eyes, to have a sense of everything, that there are infinite ways of uncovering meaning. Our graphic, “Easy Easy,” for example, brings me back to a time and a place, specifically in the ’80s, going to Pay and Save—those who know Kahalu‘u, they know Pay and Save—and everybody talked on CB radio. It brings back this feeling of that time, that real innocence, of being a kid hanging out in these parking lots.

On the biggest difficulty facing designers in Hawai‘i:
The fact that we’re in the middle of the ocean. Exposure, content—meaning, some people in the world might not understand what you’re doing. In fact, I’d say that, right off the bat, they won’t understand it. It’s very hard to get over that hump. You have to really dig deep and find something that transcends. Why is somebody from New York, Atlanta, or Houston going to believe in what a brand in Hawai‘i is doing?

On the appropriation of Hawai‘i as a brand:
This place has given me everything that I have, and I want to just represent her in the best way. I don’t feel people have her best interest in mind. Sometimes people just want to come and take a vacation, and Hawai‘i is not really about taking anything. Look at poke, it’s becoming appropriated all over the world. Poke, like aloha, is becoming just a word. Words like aloha mean so much to so many people. I want people to feel that word again. Ah-lo-ha. The breath. … At the same time, I’m conflicted because we made an “aloha” hat, and it was one of our best-selling graphics. How do you balance that? How do you continue to promote these beautiful mo‘olelo, or stories, without having to give up this intellectual property? It’s all about how you set your intent and being righteous with it.

On wealth:
I’m guilty of chasing dollars, chasing sales, ideas … but in Hawaiian culture, to be wealthy is called wai wai—the closer you are to wai (water), the wealthier you are. We have two of the most saturated places in the world, an infinite amount of pure water on Kaua‘i and Maui. Right now, California has zero water. Think about that. That represents so much wealth, that you can grow your own food, sustain yourself, control your own destiny with your own wai. We have all the answers, just the questions are wrong.

On the secret to success:
The secret is that there is no secret. People fall short because they don’t think that it’s possible, or don’t want to work hard enough. I’m up at 6 a.m. doing emails. I’m up until 1 at night doing designs. I will do whatever it takes to get to the next level, and that has been one of my biggest ‘ano, or characteristic traits, that I’ve been able to see through all the other shit. Through my entire career, I just willed myself, took whatever little time that I had, mixed that with passion and focus, and that’s what created this.

 

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SUMMER 2016 AHOLOA COLLECTION

Thursday, August 4th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, August 6 at 11am HST.


Video: @kashakamu
Model: @verifiedtayali

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.

 

Catch Dust Snapback
A new design for this season, featuring a FITTED Racing patch on the front, inspired by team sponsor patches on racing uniforms. The all black snapback also features blue side logos and a red/white back crest, along with a white snap enclosure and ASD Flag tag. Our new Finish Line pattern lines the inside along with a blue sweatband.

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Basin Premium Tee – Heather Grey
The Basin tee represents our staple premium tee, built with superior sweat-absorbent, quick-drying material that’s soft to the touch. The most unique detail of this tee is the large triangle gusset on the back. A triangular morale label is sewn into the yoke to the left of the gusset top point, and it includes a yellow all-purpose detachable toggle cord. A small FITTED logo printed in the center. Small red triangle gussets are sewn into the bottom side seam, creating a unique signature look. Another triangular piece of red fabric is sewn into the inner back collar, with a branded spec label seamlessly molded into it. A sizing/care label is sewn on the inside, near the wearer’s lower side. The Basin tee also features a straight front hem with a slightly scooped back hem.

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Good Night Long-Sleeve Tee – Black or Heather Grey
This long-sleeve tee features our brand name on the front and back in a retro racing style reminiscent of the old Hawaiian Punch race team. A patterned floral bar is printed across the bottom with the same retro feel, along with our ASD motto running down both sleeves in script. This design is called Good Night due to the cooler tones in the print, which contrasts the warm tones in the Good Morning design from earlier this season.

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SUMMER 2016 AHOLOA COLLECTION

Thursday, July 7th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, July 9 at 11am HST.

AHOLOA

AHOLOA

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Aloha kākou!

With the kau wela (summer) season in full swing, we are proud to present the fourth 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.

 

Fasi Snapback & Keiki Fasi Snapback
We’re releasing a matching pair of Fasi snapbacks—one for the keiki and one for the adults. Both Fasi hats share colorblocking that ties back to our summer theme, with a red crown and contrasting yellow gold visor and top button. They feature black and white embroidery on the front and back, with tonal embroidery on the wearer’s left side. It also contains a white snap enclosure.

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Basin Premium Tee – DPICT Camo
The Basin tee represents our staple premium tee, built with superior sweat-absorbent, quick-drying material that’s soft to the touch. The most unique detail of this tee is the large triangle gusset on the back. A triangular morale label is sewn into the yoke to the left of the gusset top point, and it includes a yellow all-purpose detachable toggle cord. A small FITTED logo printed in the center. Small red triangle gussets are sewn into the bottom side seam, creating a unique signature look. Another triangular piece of red fabric is sewn into the inner back collar, with a branded spec label seamlessly molded into it. A sizing/care label is sewn on the inside, near the wearer’s lower side. The Basin tee also features a straight front hem with a slightly scooped back hem.

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Dark to Dawn Tee – Black or White
This new tee features Fitted written out in script reminiscent of fonts used on classic cars. The script is filled with the same retro floral pattern that was seen in our Good Morning design. The black tee uses cooler colors on the front with a blue crown on the back, while the white tee uses warmer colors on the front with a yellow crown on the back.

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SUMMER 2016 AHOLOA COLLECTION

Friday, June 17th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, June 18 at 11am HST.

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Photo: @jasonjko
Model: @salvacio90

Aloha kākou!

Summer is almost here—the brighter sun, warm nights, and longer days. Known as “kau wela” in Hawaiian, summer is a time we all remember fondly growing up. The season when we’re off from school and the fun never ends. The season that provides the perfect weather for any outdoor activity. Growing up, we never wanted summer to end, and we played off this feeling for our new Summer 2016 Aholoa Collection. 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.

In the past we’ve celebrated the beach life of our youth, so this summer we wanted to take it to the roads and the street car culture we admired growing up. Old school Datsuns, VWs, and lifted Toyotas, all ready to bomb it down Tantilus, shoot a run to Ka‘ena, or just cruise in a random secret parking lot with 50 other people — either way it’s always a party. This era brings back great summer memories, and we wanted to capture that moment in time for our Aholoa Collection.

SU16 PATTERNS

For this summer season, we’re introducing two brand new patterns, with one being inspired by the old school car culture, and one being an amalgamation of two of our original patterns.

The new Finish Line pattern is our version of a checkered flag, with niho niuhi (shark teeth simplified as tri-lock shapes) making up the contrasting black squares. The triangle has been a staple for our company since its inception due to its importance in Hawaiian culture, and we enjoy incorporating it into various designs.

Our second all-new pattern is called DPICT, short for Disruptive Pattern Island Camouflage Triangle. It’s a smooth melding of our two proprietary camouflage patterns: Island Camo and Tri-Camo. The Island Camo pattern featured all eight Hawaiian islands in various sizes and colors evenly spaced, in a style loosely based on duck camouflage. The Tri-Camo was our take on the standard digi-camo pattern, but using our tri-lock niho niuhi shapes instead. This new DPICT pattern is our version of woodland camouflage utilizing both of our patterns, with highly abstracted and stylized island shapes in the foreground, and subtle Tri-Camo underneath to give it dimension.

CUT & SEW

This collection also marks a very special milestone for us. Although we’ve slowly released new cut and sew silhouettes in the past, this season we are opening the doors on our first full collection of timeless cut and sew silhouettes, which we have spent countless hours researching and developing to our exact specifications. 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.

We’re incredibly blessed to be able to show our passion through our craft, from the storytelling to design and production, and being able to transfer that onto new medium where we’re now able to tell stories through the product construction itself rather than what’s printed on it opens the doors to a whole new set of possibilities. All of our cut and sew silhouettes were crafted to ensure versatility in all climates and environments, and to help showcase this we took inspiration from the mountain terrain when naming each silhouette. They were built to live as timeless sportswear pieces, using high-quality material selections with intricate subtle details and constructed to the highest standards.

Take a ride with us as we breathe in the beautiful summer air and introduce the first release of our 2016 Summer Aholoa Collection.

 

DPICT Camo H Pride Snapback
Featuring our new DPICT Camo covering the entire crown with a black visor and red undervisor, all utilizing Poly Pique fabric, a brand new material for our hats containing great quick drying capabilities. The H Pride and New Era logos are stitched in white, while the eyelets are stitched in red and the back crest is stitched in black and white. The white snap enclosure features our new Hawaiian flag label with Aloha Served Daily on the reverse side. Unique to this season, the wearer’s right side features a classic car-inspired ʻio (Hawaiian hawk) emblem with our ASD motto below it. Our new Finish Line pattern makes its debut on the inner lining.

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Keiki H Pride Snapback
A new snapback for the Keikis featuring a split colored crown, with black on the front two panels and visor, and red on the back four panels. It also features a white front logo, black New Era logo and eyelets, black and white back crest, and a black button on top. The undervisor is classic green while the back snap enclosure is white.

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Basin Premium Tee – Black
The first of this season’s cut and sew offerings, the Basin tee represents our staple premium tee, built with superior sweat-absorbent, quick-drying material that’s soft to the touch. The most unique detail of this tee is the large triangle gusset on the back, featuring our new DPICT camo pattern. A triangular morale label is sewn into the yoke to the left of the gusset top point, and it includes a yellow all-purpose detachable toggle cord. A small FITTED logo printed in the center. Small red triangle gussets are sewn into the bottom side seam, creating a unique signature look. Another triangular piece of red fabric is sewn into the inner back collar, with a branded spec label seamlessly molded into it. A sizing/care label is sewn on the inside, near the wearer’s lower side. The Basin tee also features a straight front hem with a slightly scooped back hem.

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Qualifier Tee – Black or White
This classic car-inspired tee features a stylized ʻio (Hawaiian hawk) large on the back above our ASD motto and our new Finish Line checker pattern underneath. The ASD motto is also seen small on the wearer’s left chest.

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