FITTED FOR SHMATTY éS SNAPBACK

Friday, June 18th, 2021 by

Releasing exclusively in-store and online this Saturday, June 19 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

SHMATTY

Video: @spanishmiketv
Photo: @makoozaki

Aloha kākou!

Following the successful release of his very own, custom-designed Accel Slim shoe with storied skateboarding company éS, pro skater and local boy Shmatty Chaffin is doubling down on the “Shmatty Pack” with a custom FITTED for Shmatty éS New Era 9FIFTY snapback. Releasing tomorrow at 11am HST, the éS snapback features the same custom artwork featured on the insole of the Accel Slim printed all over the 100% nylon honeycomb ripstop base. The iconic éS script logo is stitched on the front in red, matching the red micro ripstop undervisor and inner sweatband, which is also adorned with Shmatty’s signature in white. The eyelets, side crown, side New Era logo, and back Cheehuu logo are all stitched in white, and the snapback also features a Hae Hawaiʻi/ASD tag near the white snap closure. The FITTED for Shmatty éS snapback was produced in limited quantities and is releasing both in-store and online.

FRONT BACK RIGHT BOTTOM DETAIL

FITSTRIKE RELEASE: BRIGANTE SNAPBACK & BRIGANTE TEE

Monday, June 14th, 2021 by

Releasing exclusively in-store and online this Tuesday, June 15 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

We have a neon Brigante pack coming at you this Tuesday under our FITSTRIKE program. The Brigante snapback features woodland camouflage trucker mesh alongside black front panels, visor, top button, and snap closure. The eyelets are white, while the front logo is stitched in neon green and the side and back logos are stitched in black and neon green. The matching Brigante tee features colors from the Brigante snapback printed on a black tee.

FRONT BACK LEFT RIGHT FRONT BACK

FITSTRIKE RELEASE: MUA 59FIFTY, MUA STRAPBACK, & DAY TRIPPER TEE

Friday, June 11th, 2021 by

Releasing exclusively in-store and online this Saturday, June 12 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

Saturday’s FITSTRIKE release consists of two matching Muas and a Day Tripper tee. Both the Mua 59FIFTY and Mua strapback feature aqua crowns with black visors and top buttons, along with white eyelets, black and white front stitching, white side stitching, and black and white back stitching. The Day Tripper design shows up on a black tee with a nice white-to-aqua gradient on the back and aqua crest on the front.

FRONT BACK LEFT RIGHT FRONT BACK LEFT RIGHT FRONT BACK

FITSTRIKE RELEASE: VANGUARD SNAPBACK & ISLANDERS TEE

Monday, June 7th, 2021 by

Releasing exclusively in-store and online this Tuesday, June 8 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

This Tuesday, we have a new Vanguard snapback and Islanders tee releasing under our FITSTRIKE program. The Vanguard snapback features a khaki base with red undervisor, orange top button, white eyelets, and white snap closure. The front logo is stitched in white and a light orange to red gradient, while the side logo is stitched in light orange and the back logo is stitched in red and white. The matching Islanders tee features colors tying back to the Vanguard printed on a white tee.

FRONT BACK LEFT RIGHT BOTTOM FRONT BACK

ʻĀINA SNAPBACK & ALA MOANA MAIDEN TEE

Friday, June 4th, 2021 by

Releasing exclusively in-store and online this Saturday, June 5 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

AINA

Aloha kākou!

We’ve got a new ʻĀina coming out this Saturday along with a brand new tee design called Ala Moana Maiden. The premium ʻĀina snapback is made from cotton ripstop dipped in woodland camouflage, contrasted with black accents all around, by way of the nylon ripstop undervisor and top button, front, side and back embroidery, eyelets, snap closure, back label tag, and of course, unique to the ʻĀina, the front visor rope and visor embroidery. The Ala Moana Maiden design features a vintage mermaid illustration along with our name and city on the back, with just the name and city on the front, printed in white on a black tee.

FRONT BACK LEFT RIGHT BOTTOM FRONT BACK

FITSTRIKE RELEASE: NIHI SNAPBACK & NO VACANCY TEE

Monday, May 31st, 2021 by

Releasing exclusively in-store and online this Tuesday, June 1 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

Tuesday’s drop consists of a Nihi snapback and brand new tee called No Vacancy, releasing under our FITSTRIKE program. The Nihi snapback features a navy base with graphite undervisor, graphite eyelets, red top button, white snap closure, and white stitching all around. The new No Vacancy design brings out a retro motel vibe with black and gold print on a white tee.

FRONT BACK LEFT RIGHT BOTTOM FRONT BACK

FITSTRIKE RELEASE: VANGUARD SNAPBACK & I WANT MY ASD TEE

Monday, May 24th, 2021 by

Releasing exclusively in-store and online this Tuesday, May 25 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

We have a new Vanguard snapback and I Want My ASD tee releasing this Tuesday under our FITSTRIKE program. The Vanguard snapback features a black base, woodland camouflage visor, red button, and red snap closure. The front logo is stitched in white, red and shades of khaki, while the eyelets are khaki, the side logo is white, and the back crest is white and khaki. The matching I Want My ASD tee features colors tying back to the Vanguard, printed on a black tee.

FRONT BACK LEFT RIGHT FRONT BACK

FITSTRIKE RELEASE: MUA 59FIFTY, MUA SNAPBACK, & MUA TEE

Thursday, May 20th, 2021 by

Releasing exclusively in-store and online this Saturday, May 22 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

Get ready for an all-Mua pack releasing this Saturday, consisting of a Mua 59FIFTY, a Mua snapback, and a Mua tee, with all three following the same vibrant color-blocking scheme for the Mua logo over a silver base. For the 59FIFTY and snapback, they also feature a charcoal visor, charcoal top button, white eyelets, white side logo, and light orange and pink back logo. The snapback adds a white snap closure to the back. The Mua tee also features a small charcoal crest on the front left chest area.

FRONT BACK LEFT RIGHT FRONT BACK LEFT RIGHT FRONT BACK

FITSTRIKE RELEASE: BRIGANTE SNAPBACK & HILLS HAVE EYES TEE

Monday, May 17th, 2021 by

Releasing exclusively in-store and online this Tuesday, May 18 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

FITSTRIKE

Aloha kākou!

Tuesday’s FITSTRIKE release consists of a new Brigante snapback and a brand new tee design called “Hills Have Eyes.” The Brigante snapback features white panels, woodland camouflage mesh side panels, black visor, black top button, and black snap closure. The front logo is stitched in red while the side and back logos are stitched in red and black. The new Hills Have Eyes tee features a picturesque line-art graphic on the front with a small crown on the back, printed in white on a royal blue tee.

FRONT BACK LEFT RIGHT FRONT BACK

KUEHU LEPO CAPSULE

Friday, May 14th, 2021 by

Releasing exclusively in-store and online this Saturday, May 15 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.

KUEHU LEPO

KUEHU LEPO

Media: @vforvincent

Aloha kākou!

We have a special capsule releasing this Saturday, celebrating the rich history of hae (strip of cloth or a flag), as it evolved from kīhae (torn leaves woven, inspired by la’i, a form of Lono) to Red Duster 1 and 2 (British Red Ensign flags created in the early 1700ʻs) to the hae Hawaiʻi (Hawaiian flag) we know today.

We call this capsule Kuehu Lepo, which is the name of a wind of Nā-ā-lehu, Kaʻū, and Oʻahu, literally meaning “dust scatterer.” This was also the name given to the British Red Duster flag presented during the time of Kalaniopu’u (pre-Ireland joining the union) and the second Red Duster flag presented to Kamehameha by Captain George Vancouver. This flag was later used by Kamehameha’s cargo ship while trading sandalwood in Canton, China.

With this capsule, we also honor the life of high chief Kalanimōkū.

Kalanimōkū was born at Ka‘uiki, Hāna, Maui, around 1768, to father Kekuamanohā and mother Kamakahukilani. Through his father, he was a grandson of Kekaulike, the Mo’i or King of Maui. He was also a cousin of Kaʻahumanu, Kamehameha’s wife.

Kalanimōkū’s nicknames include Billy Pitt and The Iron Cable, due to his natural abilities in both governmental and business affairs. He adopted the name William Pitt, a nod to William Pitt the Younger, the Prime Minister of Great Britain. His duties as it stood was treasurer serving under Kamehameha I. He held lands of Mohukona in Kohala and was also tasked with the duty of dividing the lands to the chiefs and commoners after Kamehamehaʻs conquest of the islands. He was considered the highest official in the kingdom. A position he would hold through Liholiho and Kauikeaoli until his death on February 7, 1827.

kihae
[KIHAE] Torn laʻi. Laʻi, Peace, Lono.

red duster 1
[RED DUSTER 1] HMS Resolution was a sloop of the Royal Navy, a converted merchant collier purchased by the Navy and adapted, in which Captain James Cook made his second and third voyages of exploration in the Pacic. She impressed him enough that he called her “the ship of my choice”, and “the test for service of any I have seen.”

red duster 2
[RED DUSTER 2] Illustration of the Baptism of Kalanimōkū, the “Prime Minister of the Sandwich Islands” on August 12, 1819 aboard the French ship L’Uranie which was on a scientific voyage under Louis de Freycinet (1779–1842). Original sketch by Jacques Arago was probably enhanced as an engraving for the book.

The Kuehu Lepo capsule is centered around a New Era 9FIFTY snapback bearing the same name. Constructed out of a strong, premium polyester, the Kuehu Lepo snapback is presented as a collection of fragments of hae throughout our history, and bound as a pattern, showcasing the details that make hae Hawai’i.

Along with the Kuehu Lepo snapback, we are also releasing a new tee design titled Iron Cable, in honor of Kalanimōkū. An old illustration of Kalanimōkū adorns the back of the black and light pink long-sleeve tees and the front of the black short-sleeve tee, with our Chiseled logo resting underneath. The morale logo is printed on the front left chest of the long-sleeve tees, while a tri-colored pattern strip is printed on both sleeves. The same pattern strip is printed on the back of the short-sleeve tee, with a white crown above.

Finally, we have a premium Plateau Technical Short releasing in a bone colorway. It features a blend of 98% polyester and 2% spandex, adhering to high craftsmanship standards under our TropTech Division. The front left side features our FITTED logo, and on the opposite side our Morale side seam tag is stitched right below the front right pocket, with a sizing spec label stitched on the inside of the same pocket, along with a TropTech label above the back right pocket. Technical details include a double-stitched elastic waistband, lengthened drawstring with heat-shrunk rubber aglets over knotted ends, custom Trilock drop-crotch gusset, two mesh back pockets sealed by water-resistant reverse invisible zippers, and a keyring loop sewn into the waist on the wearer’s right side seam.

Special mahalo to Kumu Kaipoʻi and the Kalanimoku Society for the ike, and Vincent Ricafort for film and editing.

FRONT BACK LEFT RIGHT BOTTOM FRONT BACK FRONT BACK FRONT BACK FRONT BACK