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.




Tuesday, November 20th, 2012 by

Pops off at 9PM, Thursday evening. Doors open at midnight.

Click flier for larger image

Since the inception of FITTED, every Black Friday has been one of the pinnacles for us year after year. Our idea to open right next to the biggest open-air mall in America was our way of drawing a line in the sand between independent / small business and big business. Our Black Friday festivities have always embraced the theme EleʻEle (black, as in the dark), hence why we open our doors at midnight. This year, to further the thought of David vs. Goliath, we’ve ran with the theme “Ambush In the Night,” our way of showing our fortitude to be able to survive amongst bigger retailers.

This year’s Black Friday, we’re offering two new tees: Our new EleʻEle tee with two spears, the word EleʻEle and the moon on both the back and front. The next tee is our Black Friday themed Ambush In the Night t-shirt. Along with that, we have 5 brand new snapbacks and 1 strapback: ʻAina (with rain camo bill), Aloha (with island camo brim), Brigante (with Thief’s Theme camo print), Mua (with tri-lock digi camo print), EleʻEle snapbacks each with a different camouflaged brim, and a new “H” feather strapback (with eel textured brim and strap). On top of all this, weʻll also be offering an EleʻEle pin back and Kūkaʻilimoku 8GB USB, ready for war. Finally, we’ll be raffling off a free tandem skydive with our friends at Skydive Hawaiʻi, with a purchase of $100 or more.


Tuesday, November 22nd, 2011 by

Nov. 24th, Thanksgiving night. Doors at midnight.


Tuesday, November 22nd, 2011 by

Same deal as last year: Live entertainment, food and beverages, plus tons of great deals. Please note that our parking lot be closed down to provide room for the entertainment tent and everyone else. We’ll be open from midnight until everything is gone! Trust us, it’ll be great and you won’t wanna miss out on it!


Wednesday, December 8th, 2010 by


Tuesday, November 23rd, 2010 by

Releasing Thursday midnight

Click photo above for larger size of background image.

Aloha kakou!

Along with our Black Friday Sale, we have a special release lined up for the masses. It’s also an ode to our sometimes forgotten servicemen who are sacrificing their lives across the pond (shout out to KNOWxONE!) with strong military references prominently featured in these pieces. A lot of the pack’s influence comes from the United States Army 24th Infantry Division which formed during WWII and stationed out of Hawai’i. Known previously as the Hawaiian Division. Their insignia was a red, gold and green patch with Hawaiian on the top and a taro leaf in the middle. If you remember about a year back, we ran a similar pack with a similarly interesting story to boot, and if you find that interesting, you should definitely read up on some of these other links; we all know how strong a military presence we have here in the islands. Also, here is a link to a larger sized image of the background we’ve used for the product photos.

The release: An all black zip-up hoody called Striker with tonal graphics on the front and back as well as on the hood itself. The second cap from the top is an all black cap called Subcon, the cap that follows is also all black, dubbed Kumulipo (roughly translated to original or the genesis), the white tee below the two caps is called Out of Many We Are One, and lastly is a gray longsleeve tee with Kill ‘Em With Aloha and yellow taro patches on the left side. To close it off, we also have a special, limited edition Black Friday sticker pack. We hope to see you all this Thursday / Friday, come through and grab some Thanksgiving pupus, drinks and politic with your FITTED ohana.



Wednesday, November 25th, 2009 by

Releasing online Black Friday (12 AM Friday morning)

Our online store will be releasing the following pack Friday morning at 12 AM, along with the in-store release. This pack features a Cooperstown Brooklyn Dodgers New Era in red with white stitching. Up next is a white pocket t-shirt called “Third Dimension” which features a black triangle filled with trilocks; on each side are two black thunderbolts with Fitted resting beneath. To cover all that up is an all black hoody with a Hawaiian black flag (tonal) on the backside and a tonal A (in reflective black ink) which stands for Anarchy; which pretty much sums up Black Friday, doesn’t it?





Wednesday, November 25th, 2009 by

Releasing in-store Black Friday (12 AM Friday morning)

The in-store release, dubbed Front Lines features an all black Mua New Era, an all black hoody which sees white trilocks running down both sides of the sleeves, while the back features prominent Hawaiian weapons printed in white. Lastly we have a white Survival of the Fitted tee. Included alongside this release, we’re selling limited amounts in official Fitted x Bic pens and lighters. The pens feature Aloha Served Daily and Fitted inscriptions while the lighters features black trilocks on both sides. Both pen and lighters come in one color: yellow.










Wednesday, November 25th, 2009 by