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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DPICT Camo 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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SPRING 2016 DELIVERY “HUI” – HNRS

Saturday, May 28th, 2016 by

The Hnrs “United We Stand” H Pride Snapback will release exclusively at Hnrs in Las Vegas on Monday, May 30. This is the first of three hats for the “United We Stand” Collection.

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Photos: Rudy Thompson

Aloha kākou!

During our Spring 2016 Hui Collection, we’ve discovered and learned more about each of our team members through stories and hats they’ve created. Now we’d like to shine a light on several of our stockists that we also consider ʻOhana, by allowing them to create a mini collection and release it exclusively at their own shop, by their own terms. Please note that all hats in the Hui Collection were produced in limited quantities.

Our final collaborative effort for our Spring Hui collection comes from our ʻohana at Hnrs in Las Vegas. We’ve known the guys behind Hnrs for years, so it’s a privilege to work with them on this Hui Collection. They’ve created a mini collection entitled “United We Stand,” which is an ode to the country we live in, by utilizing three different designs. The H Pride above is the first of three hats for the Hnrs “United We Stand” Collection. Check out their own story below, and please visit their Instagram account @hnrslv or website hnrslv.com for further details on this release.

 

Company: Hnrs Apparel

Year Established: 2014

Location: 8174 Las Vegas Blvd. S Suite 100

Phone Number: (702) 823-4417

Website: hnrslv.com

Social Media: @hnrslv (IG)

Favorite FITTED hat? Anything Kulāiwi

 

UNITED WE STAND PACK
By Todd Shimabuku (Hnrs)

As this opportunity came up, I was thinking on just building a solid looking cap that takes aim toward the nation and the country we live in…which is the United States of America. The 3 styles and colorways of caps have a deep connection as Hnrs is rooted in the USA, but still gives tribute to the local lifestyles we left behind in Hawaii. The colors of America with its tonal range of embroidery will make this set of caps a collectors favorite. The caps’ underbill was just my way of connecting this whole project towards what I experienced with becoming great friends with the owners of Fitted Hawaii which was the bond of Skateboarding and the East Coast style of Music, i.e. Black Moon, Mobb Deep, Smif & Wesson, and of course…the Wu Era!

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SPRING 2016 DELIVERY “HUI” – RICH RUSH

Wednesday, May 18th, 2016 by

Rich Rush’s H Pride Snapback will release exclusively at Rich Rush in Japan this Friday, May 20.

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Aloha kākou!

During our Spring 2016 Hui Collection, we’ve discovered and learned more about each of our team members through stories and hats they’ve created. Now we’d like to shine a light on several of our stockists that we also consider ʻOhana, by allowing them to create a mini collection and release it exclusively at their own shop, by their own terms. Please note that all hats in the Hui Collection were produced in limited quantities.

Our second Hui collaboration was brought to life by our friends at Rich Rush, a specialized hat boutique residing in Japan. They designed a clean black H Pride snapback with a woodland camo visor and metallic gunmetal front logo, releasing exclusively at their flagship shop in Nagoya.

 

Company: Rich Rush – Japan

Location: 3-9-12-1F, Osu, Naka-Ku Nagoya-Shi, Aichii, Japan 460-0011

Phone Number: 052-243-5188

Website: rich-rush.com

Social Media: @richrush_758 (IG)

Favorite FITTED hat? Any Slaps Wind logo

 

RICH RUSH

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FITSTRIKE RELEASE: H PRIDE SNAPBACK

Monday, May 16th, 2016 by

Releasing exclusively in-store and online this Tuesday, May 17 at 11am HST.

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Aloha kākou!

This Tuesday we’ll be releasing a new H Pride snapback under our FITSTRIKE program. This H Pride features a completely tonal look, with dark navy blue covering the entire hat. As with all FITSTRIKES, this H Pride was produced in very limited quantities.

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SPRING 2016 DELIVERY “HUI”

Sunday, April 3rd, 2016 by

Releasing exclusively in-store and online this Tuesday, April 5th at 11am HST.

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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: Kaimiloa Yoshida

AKA: Imi, Imi Yo, Eemz

Title/Position: Title? #SOTY. Position? Shop-Rat-Turned-Shop-Girl.

Favorite place in Hawaii? Punaluʻu, Kaʻu, Hawaiʻi

One thing you can’t live without? Laughter

What are you doing when you aren’t working? Homework. Reading. Sleeping. Running the line.

Favorite FITTED hat? Teal Thai Batik Tori Richards X FITTED Hawaii Snapback

What inspires you? The creative energy of others

ĀPAʻA PRIDE SNAPBACK
By Kaimiloa Yoshida

This hat is for my Uncle “B,” Uncle Don, Uncle Roland, and cousin Jesse, my Uncle Tony, Uncle Pat and my most favorite person in the world, my Mama. I miss you and love you.

One hānau. In literal translation it means birthing sands, or one’s birthplace. Metaphorically speaking, it’s the piko or connection to this world. One’s birthplace isn’t necessarily where someone is born physically but more where they come from, from a cultural aspect or from a community where they feel at home. Many people who’ve met me think that I’m from Puna. I could argue that although I may have lived there all my life, I don’t have roots there. No family other than my immediate. No true connection aside from the acre lot I live on. My sense of community comes from Kaʻu where my dad grew up and my sense of my culture came from Kauaʻi where my mom grew up.

My dad and his siblings grew up very country. Anything from hunting to surfing, my dad did and enjoyed. Pahala, a small, once close-knit town in Kaʻu was the community that I called home. Growing up in Pahala I became a country girl who sleeps better without streetlights and always had a pet goat growing up. The earliest memory that I can recall was me around the age of 3 or 4 being with my dad in Kaʻu at a chicken fight. And yes, my mom allowed it! Everyone knew everyone in Pahala. Going to the post office or to Mizuno store, I’d always run into someone who’d ask, “Ho, you Jay’s daughter?!” or how my “faddah,” “maddah,” “grandfaddah,” “grandmaddah,” “braddah,” or “sistah” was doing. Just having the Yoshida last name, people knew who my dad was, who my uncles were and I would always get asked if I was related to some other Yoshida that I probably wasn’t related to but I would ask my dad about them anyway. And no, I have no relation to the Yoshida Sauce guy.

My sense of culture comes from Makaweli and Hanapēpē on Kauaʻi. My papa’s side comes from a line of kalo farmers and salt harvesters. My mama’s side emigrated from the Philippines to work in the sugar plantation. Growing up my mom instilled a strong sense of culture in me. She guided me to appreciate being Hawaiian whether it is embracing the language or understanding the significance to my name. She made sure I knew that even though I’m Hawaiian by blood, I’m also Hawaiian in mind and spirit. My mom also made sure I appreciated my other ethnicities. Being married to a Japanese it was essential that you were early to mochi-pounding days and you never stuck your hashi in your rice. She never let us forget to put black beans in our ozoni during New Years. Growing up with Filipino grandparents she has a palette for just about anything. Literally. From tripe to fish head soup to chicken feet she will just about try anything and everything! Side story: my mom is a teacher and at the beginning of every year she would tell her students that she would give extra credit to anyone who brought her something she’d never eaten before (which you had to figure out on your own), or anyone who brought pig, cow, or goat parts (yes, parts!). My palette isn’t as crazy as hers but she made sure Filipino food was in my top 3 favorite ethnic foods and I shouldn’t be ashamed to say that pig intestines—deep fried of course—is one of my favorite foods ever.

Āpaʻa is a term used to describe the wao ʻilima or a section of an ahupuaʻa a little inland from the shore. It can also be used to describe the land one has lived on for a very long time. This H Pride is for my roots, my piko. The woodland camo crown represents my country-raised foundation, giving respect to my family who shaped me into the person I am today. I’m proud of my foundation, and where I come from. The front logo and top button are purple for a simple reason: it’s my favorite color. You can ask anyone who knows me well; purple is the best color ever. The all-black visor, snap enclosure, side New Era logo, back FITTED crest, and eyelets help add subtle character while accentuating the purple and woodland camo.

 

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Accompanying Imi’s Āpaʻa H Pride snapback on Saturday is our new Endless design printed in green on a heather grey tee. It features an aliʻi illustration on the back, surrounded by our Nihi logo, the words FITTED HAWAII, and a saying in both English and Hawaiian: “Endless is the good that I have given you to enjoy.” The design is also featured as a small left chest print on the front.

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SPRING 2016 DELIVERY “HUI”

Thursday, February 18th, 2016 by

Releasing exclusively in-store and online this Saturday, February 20th at 11am HST.
The Endless long-sleeve tee will be an in-store exclusive.

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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: Ryan Auyoung

AKA: Ryagra

Title/Position: @fitted | Hat Selfies | Handsomest Dude on the Register

Favorite place in Hawaii? 96822 | 96763

One thing you can’t live without? Air/Water | Family/Friends (a close second)

What are you doing when you aren’t working? Breaking Belts & Pant Buttons | Living Out of Suitcases | Land Roving | Yelling Politely at 1438 Kona Street

Favorite FITTED hat? Pantanama Snapback | Hunters Mahalo Snapback

What inspires you? Originality | Creativity | Positivity | Aloha Served

PAUAHI PRIDE SNAPBACK
By Ryan Auyoung

Dedicated to our friend, classmate and brother Aaron Uchimura (1978-2006) Rest in Paradise…

If you’re not a fan of Punahou, kindly skip to the last line.

I grew up attending the same school from kindergarten to graduation. 13 years. Although that might seem sheltered to a lot of people, it allowed me to build lifelong relationships. Many of the friends that I have now were the same friends that I had in kindergarten. Our gang consists of roughly 23 guys and 12 girls. They all have different personalities, and bring something to the table, making me the person I am today. As we all entered high school, we happened to congregate at a building called Pauahi Hall and this would be our home for the next four years. It was not too long after, our group of friends was dubbed “Pauahi (Boys/Girls)” by upperclassmen, lowerclassmen and our classmates. I was not the best student—having fun was my priority. I remember my 5th grade teacher telling my parents “you’re wasting your money sending Ryan here” and I’m sure other teachers throughout the years felt the same way. I was pissed, even though deep inside, I knew he was right. Partying, girls, hanging out with my friends and sports took priority over grades. I was ok with just doing the minimum which didn’t make my parents very happy. My friends were fun, I couldn’t help it! I don’t drink (still to this day) but for some reason I got into a lot of trouble being a typical punk-ass kid. I was not the model citizen you see before you today, haha. Since I was always the sober friend (and designated driver), I always carried a camera with me to document the night. My friends started calling me “histoRY-N” (historian) since I was the only one who could recall what happened the night before, and had the pictures to prove it. Needless to say, most of my friends can’t run for public office, unless they pay me handsomely.

We somehow all graduated and went our separate ways to college. Although we’re all grown up—most of us married with keiki, some of us fatter or skinnier—we find the time to get together to reminisce about the “good old days.” We may not see each other as often but when we reconnect, we pick up where we left off without skipping a beat. We’ve traveled around the world together, played sports, broke bread, got into trouble, partied, laughed, cried and matured together. This hat signifies those influential relationships I’ve made in high school. For others it might be your neighbor, grade school friends, college friends, coworkers or fellow hat collectors. These are the people who turn from friends to family, who you can rely on at any time for help, advice, drinks and laughs. Sometime in your life, you’ve made that connection with someone and this is what my hat represents to me.

Pauahi Hall is noted for its blue and yellow dome at the top which I used as the main color way for this hat. It consists of a royal blue crown surrounding a white H Pride and yellow eyelets. It also has a white button, white New Era logo, yellow crest, royal blue top brim with yellow stitching and a solid yellow underbill. Whenever I see these specific colors, it takes me back to some of the best times of my life. It reminds me of all of the people I’ve met throughout my thirteen years there and my struggle to get that degree. When people ask me where I graduated from and I hesitantly give my answer, you can usually see the stereotypes going through that person’s mind. I think every Punahou student/alumnus has experienced it, which is usually followed with a sigh or a smart comment. I get it, and truthfully I would probably feel the same way had I not gone there myself. I might not dress or act like a typical Punahou graduate but it is what made me who I am today. Low key proud but never show it, which is why I chose a PRIDE.

Mahalo to my parents who worked so hard to provide the best life possible for me, my brother and my sister. It took me a couple of years after we graduated to really appreciate all that I had. I realized how irresponsible and ungrateful I was and how I almost messed up a great opportunity (multiple times). Shout out to the Pauahi ʻOhana for all the great times over the past decades and to all the amazing people I’ve met along the way.

Just tell yourself that this is a great hat to represent the Golden State Warriors, Indiana Pacers, Milwaukee Brewers, San Diego Chargers, Kaiser Cougars or Waipahu Marauders and feel free to name it whatever you like hahaha.

 

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Accompanying the Pauahi Pride snapback on Saturday is a brand new design featured on a black short-sleeve tee and a black long-sleeve tee, aptly titled Endless. It features an aliʻi illustration on the back, surrounded by our Nihi logo, the words FITTED HAWAII, and a saying in both English and Hawaiian: “Endless is the good that I have given you to enjoy.” The design is also featured as a small left chest print on the front. Please note that the long-sleeve tee will only be available in-store.

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SPRING 2016 DELIVERY “HUI”

Sunday, February 14th, 2016 by

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

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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: Alia Calicdan

AKA: Alia Aiko

Title/Position: Store Manager

Favorite place in Hawaii? 1240 N School St. Honolulu, HI 96817

One thing you can’t live without? My family & my doggies

What are you doing when you aren’t working? Reading, eating, and/or just kickin it with friends.

Favorite FITTED hat? Anything ʻĀina or Kulāiwi

What inspires you? The youth’s imagination & creativity.

DIESEL PRIDE 59FIFTY
By Alia Calicdan

Fate /fāt/
noun
The development of events beyond a person’s control, regarded as determined by a supernatural power.

My family has owned dogs my whole life. Over the last twenty seven years, I’ve been blessed by eight, four-legged souls: Tara, Brandi, Koa, Opus, Riley, Diesel, Harley, and Davie. Although each one holds a place in my heart, there’s one who is extra special to me.

I had euthanized Koa Boy a few months into 2008. As you can imagine, it was a difficult thing to do and owning another dog was the last thing on my mind. However…my friend, Crystal, invited me over to her house. Her dogs just had puppies, so you best believe I accepted her invitation!

So here I am, oohing and awwing over these little things. Their eyes and ears aren’t even open yet, only their little pink tongues sticking out. When I see dogs, my voice automatically goes into this really high pitched noise, especially when I see puppies. Don’t judge me, I can’t control it. Haha. Remember when I said owning another dog was the last thing on my mind? Well that changed. Real quick. There must’ve been around five or six pups, four were already spoken for. Naturally, I start asking questions. Can I see what the parents look like? Are you selling them? So on and so forth. I’m obviously interested, so Crystal takes the last two pups out of the kennel and places them on her bed. I rest my head at the edge so I can get on their level, and I’m just swooned. They’re so freaking cute! After going back and forth about which one I want, one of the pups crawl towards my face. He comes all the way to my nose, stops, and just cuddles up to me. I’m sold. I look at Crystal and she knows that’s the one I’m taking home.

I name him Diesel. Already had the name picked out before I had the pup. Lol. Now here comes the tough part, my parents. My dad is an easy sale, I tell him he’s half Pitbull, half Labrador. The Pitbull and male part had him hooked. But dad won’t be on board if mom isn’t. Easy. Mom is just like me, we both have a soft spot for animals. With that being said, I just brought Diesel home and didn’t think of any kind of consequences. Well, my mom was f*%#ing pissed! Like screaming her head off-pissed. Once she calmed down, I let her hold Diesel and just like that she was on board. Like I said – soft spot. I could keep Diesel under one condition, he would be my dog, my responsibility. DONE and DONE.

It’s crazy to think that was seven years ago. He chose me to be his. I didn’t know it then, but I needed him. The universe put him in my life for a reason. Even though he’s a riot and doesn’t listen sometimes, he’s the greatest thing that’s ever happened to me. I’ve learned what unconditional love feels like and what unquestionable loyalty looks like without any spoken words. Diesel’s also taught me about patience and how it’s an ever growing practice. He makes me a better human being, no doubt. Shouts out to fate, for bringing us together.

Why the H Pride? Ain’t it obvious by now?! Haha. Diesel’s my pride and joy, so it’s only fitting. The color way is easy: black pebbled leather, black embroidery, and black undervisor. When you see Diesel you’ll know why the New Era flag is blue and the FITTED crest is white. I made this hat a 59FIFTY fitted, so you gotta get the perfect size; just like Diesel is a perfect fit for me.

Disclaimer: Results may vary when bringing animals home without prior parental consent.

 

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We’ll also be releasing our new All In tee to coincide with the release of Alia’s Diesel Pride 59FIFTY. This new tee features “Fitted” on the front and “All in the Ohana” written large on the back, as a nod to the local comedy classic of the same name starring the great Andy Bumatai. The lettering on the front and back is filled with our 10-year X pattern, and the back also features a FITTED block logo and our 10-year logo.

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AHI CORDUROY PACK

Thursday, January 28th, 2016 by

Releasing exclusively in-store and online this Saturday, January 30th at 11am HST.
The navy Corduroy H Pride will be an in-store exclusive while the dark green Corduroy H Pride will be an online exclusive.

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Aloha kākou!

We’re traveling back in time to set the mood for this Saturday’s release. The place is Hawaiʻi, on the shores or out on the open waters. The time is the late 80’s to early 90’s, kicking back in boardshorts, a classic graphic tee and a mesh snapback. The style back then for the average beach boy/fisherman was simple—the breathable hat and standard tee meant you were ready for anything…yet often times almost nothing at all—just a chill day at the beach or on a boat, with a few cold ones and some friends, and most importantly, no technology to tie you back to the busy world. We designed this capsule to remind us all of those proverbial good ol’ days, and to help us remember the laid back Hawaiian lifestyle.

For the snapback we used classic materials to help capture the essence of that time period. Utilizing a rich corduroy on the two front panels as well as the visor, we then brought traditional mesh to the sides and back. We used our H Pride logo because of its timelessness and simplicity, and the leaf embroidery on the top of the visor along with the rope were the perfect ways to help bring the old school vibe to life. A tonal New Era logo and FITTED crown are seen on the sides of the hat, and we brought back our old FITTED crest logo on the back for a special throwback treat. There will be four Corduroy H Pride snapbacks, all completely tonal for a clean look that showcases the materials used. The black and khaki versions will be released both in-store and online, while the navy version will be an in-store exclusive and the dark green version will be an online exclusive.

We will also be releasing two tees and two tank tops to accompany the four Corduroy H Pride snapbacks. They all feature our new Ahi design—an illustrated outline of an ahi (yellowfin tuna) with well-placed handlettering within, catering to the same overall clean and simple look we strived for. The back features our traditional crown in the upper center. All four tops—the grey tee, navy tee, white tank top, and black tank top—will be releasing both in-store and online.

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FITSTRIKE RELEASE: KAMEHAMEHA, H PRIDE, & MUA SNAPBACKS; ESCAPE & KTWA TEES

Monday, December 7th, 2015 by

Releasing exclusively in-store and online this Tuesday, December 8th at 10am HST.

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Aloha kākou!

We have a big FITSTRIKE line-up releasing tomorrow. The Kamehameha snapback features a unique colorblocking on the crown, split right down the middle with woodland camo on the wearer’s left side and black on the right side, top button, and visor. It also features black embroidery and a white snap enclosure. The H Pride snapback features a wheat crown with shades of olive on the visor, top button, eyelets and embroideries. Wheat contrast stitching is seen on the visor while a white snap enclosure finishes the look. The Mua snapback features a black crown with a green visor and top button, along with a white snap enclosure and cream eyelets. The front logo features shades of brown and olive, while the side New Era logo is stitched in cream and the back logo is stitched in olive.

We’re also releasing two new tees that follow the same color scheme as the snapbacks above. The Escape tee features our popular “Escape to Paradise” slogan and trilock photo on the front of an olive tee, with a white crown on the back. The Kill Them With Aloha tee features the KTWA military-inspired design on an olive tee, printed in white and brown.

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UMI A OLA

Tuesday, October 13th, 2015 by

Releasing in-store and online this Tuesday, October 13th at 11am HST.

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Aloha kākou!

We continue celebrating our ten-year anniversary with our Umi A Ola collection, in which we aim to showcase our growth and dedication to our craft through use of premium materials and rich, timeless aesthetics. Also in line with our ten year anniversary, we’ve developed a new core branding package that helps mark this pivotal moment in our brand’s existence. As we usher in the next phase of our journey, we want to mahalo everyone for their continued support. We humbly and truthfully feel that the ten (umi) years before us and the ten years ahead give us life (ola).

 

Umi A Ola H Pride Strapback
This clean H Pride features a soft wool/viscose blend, with deep red on the crown and gray on the top button and visor. A white H Pride logo is seen on the front, along with a white woven X logo in the back near the black leather strap. The New Era logo and new FITTED crest are subtly featured in tonal colors, while the Umi A Ola patch stands out on the right side. The inner satin lining showcases the woven pattern in black and red.

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A10ha Tee – Navy or Heather Gray
Two more A10ha tees featuring the new logo on the front filled with the woven pattern. On the back is the woven X mark, and our new 10 year patch is seen on the bottom front.

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Umi A Ola Pin Sets – Gold or Black
Six of this season’s logos and designs were crafted into small sets of pins, with three in gold and three in black.

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