SUMMER 2016 AHOLOA COLLECTION

Thursday, September 8th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, September 10 at 11am HST.

AHOLOA

AHOLOA
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

With the kau wela (summer) season now winding down, we are proud to present the final release of 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.

 

King of Tantalus Snapback
This bold New Era snapback features a new King of Tantalus design on the front, which consists of an O’ahu silhouette in black with a white inner outline, along with the letters FTD in the middle and a red Tantalus course outline. A King of Tantalus Grand National race patch is stitched to the wearer’s right side, which contains a yellow/red diagonal background, “200” and “116” in the top corners representing the two signature colors we use, two Finish Line flags, a mongoose illustration as the racing mascot, the Tantalus course outline in the middle, and “FITTED” at the bottom. The front and side panels of the hat are red, with the back two panels making a statement in an all-over Finish Line pattern. The visor and top button are black, while the eyelets and back snap enclosure are white. It also features a red and white back crest, yellow New Era logo and inner sweatband, and an ASD Flag label next to the snap enclosure.

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Keiki Kamehameha Snapback
An all-around clean Kamehameha snapback for the keiki, featuring a black crown and visor along with a red undervisor and a white snap enclosure. Other details include a white front logo, green New Era logo, red top button, and green and white back crest.

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EasyEasy Tee – Black or Heather Grey
This new tee features the EasyEasy design that debuted on A-Frame hats a few weeks ago. It’s the summer vibe encapsulated in one phrase, “easy easy,” which represents the relaxed mood of summer—no stress, no worries, just cruise. The tee also features a small FITTED crest after EasyEasy, as well as our ASD monogram on the upper back above a small Finish Line patterned block.

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200 Aholoa Pin Set
A set of four new pins crafted just for the Aholoa Summer collection. The set includes a Fasi box logo, a FITTED crest, a circular crown emblem, and a FITTED Racing badge. Each pin measures between 3/4–1″ in diameter.

PINS

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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SUMMER 2016 AHOLOA COLLECTION

Thursday, August 25th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, August 27 at 11am HST.

AHOLOA

AHOLOA
Photo: @jasonjko
Model: @salvacio90

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.

 

DPICT Camo Dark to Dawn Unstructured Strapback
This new private-label strapback is perfect for any environment with its unstructured 100% polyester build. The entire hat showcases our DPICT Camo pattern, including the back strap, while the front Dark to Dawn FITTED logo, side crown, and ASD motto on the back are all stitched in white. The back also features a hide-away pocket to tuck in the excess strap for a seamless look.

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Overland Long-Sleeve Tee – Black or White
A brand new design this season, inspired by off-road racing in the early 90’s, with an old school color scheme and a variety of logos that mimic traditional sponsorship badges. On both sleeves we have FITTED and the same angled design behind it with trilocks at the top, along with a crown on the upper back.

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Aholoa Sticker Set
A pack of stickers relating to our Summer 2016 Aholoa releases, all printed in related colors.

STICKERS

SUMMER 2016 AHOLOA COLLECTION

Thursday, August 11th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, August 13 at 11am HST.

AHOLOA

AHOLOA
Photo: @jasonjko
Model: @salvacio90

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.

 

DPICT Camo Kamehameha Snapback
A bold red Kamehameha snapback featuring a DPICT Camo visor and black undervisor, all in quick-drying polyester pique fabric. Front, back and side embroideries are all stitched in white, while the eyelets and top button are done in black. It also features a white snap enclosure and ASD Flag tag in the back, and our Finish Line pattern makes a subtle appearance on the inner liner.

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High Point Short-Sleeve Button Shirt – DPICT Camo
Our next High Point Button Shirt, cloaked entirely in DPICT Camo, is crafted to high specifications with unique signature details. This 100% cotton silhouette features a traditional buttoned collar and button-down front with contrasting red button holes and rubber-coated buttons that are soft to the touch. The bottom of the shirt features a scooped hem, along with two signature red triangular gussets sewn into the side seams. Another red triangle is seen on the inner back collar, with a branded spec label fused to the center. A large tonal triangular gusset is sewn into the back, higher than on the Basin Tee, to match up with the yoke stitching on traditional button shirts. To the left of the large gusset is a triangular morale label, which holds a yellow all-purpose detachable toggle cord. The High Point Button Shirt also features a left chest pocket with a sizing label sewn on the inside directly behind the pocket, and a FITTED spec label on the front near the wearer’s bottom left.

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Night Crawler Tee – Black or Heather Grey
This new race-inspired design takes its cues from the original 1975 Volkswagen Golf, which was marketed in the United States as the Volkswagen Rabbit. Giving it a local twist, we used our resident quick rodent, the mongoose, for the featured illustration on the back. It also features a Finish Line pattern banner underneath as well as ASD, FITTED Hawaii, and our crown to complete the look. The front features a simplified version of the back along with a FITTED crest on the left chest.

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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 28th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, July 30.

AHOLOA

AHOLOA

AHOLOA

AHOLOA

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.

 

Honolulu Edition Snapback
This bold new snapback features our Finish Line pattern printed all over the crown which is nicely contrasted by the black visor, eyelets, and top button. A Honolulu Edition patch is stitched on the front, first seen on last week’s t-shirt release as an ode to the Wolfsburg Edition Volkswagens. The side logos are stitched in red while the back crest is stitched in black and white. It also features an ASD Flag tag stitched next to the white snap enclosure in the back, as well as a DPICT Camo inner liner and red sweatband.

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High Point Short-Sleeve Button Shirt – Olive
Our next custom cut and sew piece this season is the High Point Short-Sleeve Button Shirt, crafted to our high specifications with unique signature details. This 100% cotton silhouette features a traditional buttoned collar and button-down front with contrasting red button holes and rubber-coated buttons that are soft to the touch. The bottom of the shirt features a scooped hem, along with two signature red triangular gussets sewn into the side seams. Another red triangle is seen on the inner back collar, with a branded spec label fused to the center. A large tonal triangular gusset is sewn into the back, higher than on the Basin Tee, to match up with the yoke stitching on traditional button shirts. To the left of the large gusset is a triangular morale label, which holds a yellow all-purpose detachable toggle cord. The High Point Button Shirt also features a left chest pocket with a sizing label sewn on the inside directly behind the pocket, and a FITTED spec label on the front near the wearer’s bottom left.

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Gold Coast 116 Tee – Yellow or White
We’re taking it back to old school lowriders with this Gold Coast 116 tee. It features a dropped BMW E23 burning rubber with Diamond Head in the background. FITTED is displayed above with Gold Coast 116 underneath, all in retro type styling and finished off with a tipped crown on the top left. That same type block is printed on the front left chest.

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SUMMER 2016 AHOLOA COLLECTION

Thursday, July 21st, 2016 by

Releasing in-store, online, and at select stockists this Saturday, July 23 at 11am HST.

AHOLOA

AHOLOA

AHOLOA
Photo: @jasonjko
Model: @salvacio90

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.

 

DPICT Camo Split Logo Snapback
An incredibly unique offering this season, featuring a split DPICT Camo and black crown, with DPICT Camo visor, all in the new poly pique (quick drying) material. For the first time ever, we’re introducing a twist on the traditional embroidery by utilizing the top of the crown above the red eyelets: a letter is seen on the top of each panel, spelling out FITTED in white. As for our traditional embroidery, we have a green New Era logo on the left, red crown on the right, and a black and white crest on the back. Our new ASD Flag tag is sewn into the back next to the white snap enclosure, while our Finish Line pattern is printed on the inner liner.

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Plateau Technical Short – DPICT Camo
Our second release of the new Plateau Technical Short comes in DPICT Camo 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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Honolulu Edition Tee – Black, Red, or White
A new tee inspired by the retro VW’s from back in the day, particularly the emblem used on the extra special Wolfsburg Editions. On the back it features a spin-off Honolulu Edition emblem with the ‘Iolani Palace showcased in the middle and a box logo underneath. A simplified emblem is printed on the front left chest, while a maile wreath FITTED crest is printed on the right sleeve. Comes in three colors: black, red, or white.

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SUMMER 2016 AHOLOA COLLECTION

Thursday, June 30th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, July 2 at 11am HST.

BLOG

BLOG

BLOG

BLOG
Photo: @jasonjko
Model: @hobrahchee

Aloha kākou!

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

 

Kākuhihewa Snapback
One of our personal favorite logos makes its return on this season’s next snapback. This 9FIFTY features a full, quick-drying Poly Pique crown and visor in black with a red undervisor. The Kākuhihewa logo is outlined in red on the front to match the eyelets and top button. The back crest is stitched in a royal red and yellow, while the side logos and snap enclosure are white. Our new tag is stitched into the back near the snap enclosure, featuring the Hawaiian flag on the front and Aloha Served Daily on the back. This snapback also showcases our new Finish Line pattern on the inner lining.

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Good Morning Long-Sleeve Tee – White or Yellow
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.

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116 Aholoa Pin Set
Four brand new pins crafted especially for the Aholoa Summer collection. The set includes a Kaʻena Point FITTED logo, a stylized ʻio hawk crest with FITTED crown, a Brigante logo, and an upside-down Hawaiian flag with our logo in the top left corner. Each pin measures between 3/4–1” in diameter.

PIN SET

SUMMER 2016 AHOLOA COLLECTION

Friday, June 24th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, June 25 at 11am HST.

BLOG IMAGE

BLOG IMAGE
Photo: @jasonjko
Model: @hobrahchee

Aloha kākou!

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

 

Quicksand Mua Snapback
DPICT Camo floods the entire crown and visor of this snapback, dubbed the Quicksand Mua. It’s made entirely of Poly Pique to help with quick drying. The front Mua is stitched in red, brown, green, white, and black, with red seen on the side logos and black/green on the back crest. The top button and eyelets are black, in stark contrast to the white snap enclosure.

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Plateau Technical Short – Black
The second cut and sew silhouette being introduced this season is the highly detailed Plateau Technical Short. 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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Kaʻena Point Tee – Red or White
This new tee features the name FITTED in an old-school off-road rally style, mixed with a white-to-yellow gradient. The back features a stylized crown emblem with red, orange, and yellow racing stripes in the background.

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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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