SPRING 2016 DELIVERY “HUI”

Sunday, April 17th, 2016 by

Releasing exclusively in-store and online this Tuesday, April 19th at 11am HST.

ERIC

ERIC

ERIC

MAKUA
Illustration: © Mitch Waite Group

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: Eric Newhouse

AKA: House, n00bhaus

Title/Position: “Guy Who Writes the Release Blogs”

Favorite place in Hawaii? The top of any mountain

One thing you can’t live without? Nature

What are you doing when you aren’t working? Probably eating

Favorite FITTED hat? Original Red/Gold Kamehameha and EK Kamehameha

What inspires you? Anything and everything

MAKUA KAMEHAMEHA 59FIFTY
By Eric Newhouse

My first hat was based on the early stages in life, or the process of learning and growing. With both of my hats being directly connected as a two-part story, the second hat will focus on the natural evolution from the first—the culmination of growth and maturity into an adult, or Makua.

Bar mitzvahs, quinciñeras, turning 18, graduating high school, turning 21, graduating college, having children—all of these and more mark a significant change in our lives, a turning point and sign that we’ve grown and reached another level in this game of life. One of the biggest being the shift into adulthood, turning 18, which makes you an official adult in the eyes of the government. Those first 18 years of your life become the building blocks for the rest of your life. I created this Makua hat to represent that turning point—the monumental shift in time that signifies growth and maturity.

For FITTED—a brand I’ve admired since their beginning—it was their 10 year anniversary, celebrating their decade of growth through innovation and creativity, and cementing their place in Hawaiʻi’s burgeoning fashion industry. Realizing it was a momentous occasion, they realized they had to do something special, so they took on a huge rebranding effort with a new logo and color at the forefront. This was done to signify their graduation from one level to the next, showing they’ve matured and are ready to face their next 10 years with a renewed sense of knowledge and focus.

For my favorite native Hawaiian bird, the ʻiʻiwi, their maturity is signaled by the molting of their juvenile golden feathers into radiant scarlet red plumage. Their adult feathers were so beautiful, Hawaiian aliʻi used them for their ʻahuʻula (feather cloaks) and mahiole (feather helmets). The ʻiʻiwi’s gorgeous plumage inspired the color-blocking for the Makua Kamehameha. Scarlet red graces the crown to represent the red feathers on the ʻiʻiwi, while the black visor, top button, and back FITTED crest are all nods to the ʻiʻiwi’s black wing and tail feathers. The orange Kamehameha logo, undervisor, and top visor stitching are inspired by the ʻiʻiwi’s orange bill. The Makua 59FIFTY also features black eyelets to represent the ʻiʻiwi’s strong maka (eyes), while the white New Era logo mimics the small patch of white feathers on both of the ʻiʻiwi’s wings.

There’s also another small layer of growth symbolism hidden across both of my hats: the choice of 9FIFTY snapback for the first hat and 59FIFTY fitted for the second. Growing up, I’ve always had an affinity for hats. Heck, I still remember the TMNT mesh trucker I used to wear all the time as a kid. My youth strictly consisted of snapbacks, from mesh truckers to Starters, until Flexfit came out during high school and introduced somewhat-fitted hats with their elastic bands. Those were cool until they started stretching out and didn’t fit right anymore. As I started college, I evolved to wearing New Era 59FIFTYs—the epitome of quality and fit in the hatter industry. So as a pack, this represents my growth in the hat game, from snapbacks in my childhood to 59FIFTYs in my adulthood. Now I know snapbacks are huge again, but to me the 59FIFTY will always be the flagship silhouette for New Era and also the core of what FITTED Hawaii started with (basically sealing my fate as a FITTED addict from the beginning, haha).

P.S. These lifestyle shots were taken at Kaniakapupu Ruins, formerly King Kamehameha III’s summer palace. This is a must-visit location for everyone, and with just a 5 minute walk from the road, there’s almost no reason not to go at least once in your life. The surreal feeling of being there, right where the Hawaiian aliʻi stepped through those doorways and lived, is just amazing. Old architecture is incredible to view anywhere in the world, but having it in our own back yard here in Hawaiʻi, and to be able to learn about it, makes it that much more special.

 

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Our new The Flock design will also be releasing this Saturday, printed on a black tee. It features the name Fitted across the chest, made up of yellow hulu (feathers) to represent the hulu used for ʻahu ʻula (feather capes) and mahiʻole (feather helmets) adorned by aliʻi. The backside of the tee features our crown printed in white.

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SPRING 2016 DELIVERY “HUI”

Thursday, April 14th, 2016 by

Releasing exclusively in-store and online this Saturday, April 16th at 11am HST.

HOUSE

HOUSE

OPIO
Illustration: © Mitch Waite Group

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: Eric Newhouse

AKA: House, n00bhaus

Title/Position: “Guy Who Writes the Release Blogs”

Favorite place in Hawaii? The top of any mountain

One thing you can’t live without? Nature

What are you doing when you aren’t working? Probably eating

Favorite FITTED hat? Original Red/Gold Kamehameha and EK Kamehameha

What inspires you? Anything and everything

ʻŌPIO MUA SNAPBACK
By Eric Newhouse

Many of you may not know me since I’m primarily behind the scenes (actually, maybe “screen” would be a better word, haha). I sit behind the computer every week to write up the blogs for each upcoming release. I try to drop into the shop whenever I can, but unfortunately it isn’t very often. This Spring Hui Collection however, provides an amazing platform for the entire FITTED staff to send aloha to everyone and share a little bit of our personalities with you, strengthening the bond between the brand and its customers. I thought I should take this opportunity to introduce myself as well, before I get down to the real reason you’re all reading this—the hats! So with that said, ALOHA and mahalo for reading all of our stories!

Both of my releases relate to each other through several forms of inspiration, but all revolving around a central theme: GROWTH. The idea of evolving and maturing naturally paved the way for the names of my hats as well: ʻŌpio and Makua, with ʻōpio being the Hawaiian word for “youth” and makua being the Hawaiian word for “adult.” For my first release, I present the ʻŌpio Mua snapback, focusing on the early stages in life and the path to maturity.

I remember hearing about FITTED when they first opened. I was big into New Era fitteds at the time, so I was excited for another spot to pick up hats from. They started out by selling 59FIFTYs for sports teams and other streetwear brands, then in 2006 they released their own Kamehameha and H Pride 59FIFTYs. I knew instantly that it was a turning point in the hat game—finally, we could rep our own state! I was never a big baseball fan with diehard dedication to one team, so my collection consisted of random team hats from cities I’ve never visited, only because I liked the logo. So when they released Hawaiʻi-catered hats, it was a wrap. To me that was HUGE.

Watching their growth as a company has been nothing short of amazing, so I wanted to create my two hats as a fan, for the fans, and as a thank you to the brand for not only providing dope products, but more importantly being our kupuna for Hawaiian moʻolelo and instilling the Aloha Served Daily mentality in all of us. Last year, FITTED reached a milestone with their 10-year anniversary, and they visually celebrated their evolution by shedding the yellow signature color they’ve used for a decade and proudly revealing their new signature red color, representing the next stage of maturity. This transformation laid the foundation for my little two-part collection.

As FITTED matures from yellow to red, so too does my favorite native Hawaiian bird—the beautiful ʻiʻiwi. The similarities in color evolution sparked the inspiration for the color-blocking on both hats. Most people will instantly recognize the brilliant red color of the ʻiʻiwi’s plumage, but much less will recognize the ʻiʻiwi in its keiki stage. That’s because the colors of a young ʻiʻiwi are completely different, only keeping the black wing feathers and curved orange bill as it ages. Gold, grey, and off-white plumage graces the body of a keiki ʻiʻiwi, which molts as it matures with a bold red color. The crown of the ʻŌpio Mua snapback is gold to represent the golden feathers of the keiki ʻiʻiwi, while the metallic copper, metallic charcoal grey, orange, and white stitching on the Mua logo, as well as the white snap enclosure were made to represent the other colors mixed into the plumage. The orange stitching on the Mua and side New Era logo also match the orange of the ʻiʻiwi’s iconic curved bill. The undervisor and back crest are black to coincide with the black feathers along the wings, while the black eyelets represent the ʻiʻiwi’s maka (eyes).

 

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Releasing alongside the ʻŌpio Mua snapback is our new Extra Flavor design printed on a black tee, which was developed from the idea of “breaking bread” with your crew or hui. The front features the words “Aloha Served Daily” within our crest outline along with two coconut trees up top, as a nod to the famous Molokaʻi bread bags from Kanemitsu Bakery, down to their signature color palette. Below that, the words “Extra Flavor” and “All Over, Mo’ Betta” are displayed to continue the concept. A white crown is also printed on the upper back.

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