Releasing in-store and online this Saturday, February 15th.
“Mōhala i ka wai ka maka o ka pua” (Unfolded by the water are the faces of flowers).
Starting off with this powerful quote, we build upon its principle meaning: Water is needed to sustain life. It plays a crucial part in the growth and prosperity of all living things. In Hawai‘i, we’re surrounded by it, we use it for nourishment and entertainment, and we ultimately embrace it.
Hawai‘i is also home to one of the wettest spots in the world. Mt. Waiʻaleʻale, also known as the Heart of Kaua‘i, averages about 450 inches of rainfall annually. Its precipitation supplies numerous waterfalls, sending down rushing streams on all sides to feed the only navigable rivers in the state. Mt. Waiʻaleʻale is by far one of Hawai‘i’s most vibrant tropical rainforests, and as such provides the foundation for our Spring 2014 Delivery One capsule: “Water is Life.”
Stay tuned for product shots of all the pieces in the collection.
Drunk off egg nog? Watching football? Just ate and have nothing to do? We haven’t forgotten about our out of town Ohana. This one is for you! Use promo code “SERVINGALOHA” upon checkout and receive free shipping on your domestic order from our online store!
Mele Kalikimaka & Hau’oli Makahiki Hou from our Ohana to yours!
Aloha! We hope your holiday shopping is going well with no headaches! We wanted to give our customers one last chance to get those much needed gifts, so we decided to keep serving Aloha the only way we know how! We are offering 25% off everything in store for only six hours on Christmas Eve! Mele Kalikimaka & Hauʻoli Makahiki Hou from our ohana to yours!
Releasing in-store on Black Friday, November 29, 2013. We will open at midnight and we will close when everything is sold.
Black Friday has always been an important day for us. We strive to create an event that you—our ‘ohana—will enjoy coming to and leaving from. For us itʻs not just a sale, but a great experience.
Last year we embraced the dark with our ‘Ele‘ele Ambush in the Night collection. This year we wanted to explore the dark a little deeper, through the teachings of our Hawaiian ancestors. While cultures around the world have their own beliefs on the creation of life, ancient Hawaiians used the Kumulipo (creation) chant to tell their story. They believed that the creation of life happened in 16 wā, or eras—the first 8 wā in darkness, and the second 8 wā in light.
The belief that essence preceded existence is the basis of our Black Friday collection, aptly titled “Pō Pau‘ole,” which roughly translates to “never-ending darkness.” It is our respectful nod to the Kumulipo chant and our way of sharing the story of creation with you.
Using five snapbacks as our canvas, we’ve commissioned our good friend Shawn Kaho‘olemanaʻs incredible natural photos to help paint the picture of Pō Pauʻole and creation in an amazing visual narrative.
Shawn is one of our oldest friends here at FITTED. We really respect and love what he is doing now, and to be able to work with him and showcase his amazing work is truly an honor.
We asked him to tell us a little more about himself, and here are his words:
“O aloha mai kakou. O Shawn Kahoʻolemana Naone koʻu inoa a he Hawaiʻi. Noho au i Palehua aka no Aliapaʻakai mai au. My name is Shawn Kahoʻolemana Naone and I am Hawaiian. I live in Makakilo but was raised in Salt Lake. I am a student with two concurrent majors, one in Native Hawaiian Studies and one in Social Work. I went through many years of life with minimal curiosity on what it meant to be kanaka ʻoiwi (Native Hawaiian), in fact I never realized that I had a kuleana (responsibility) to learn and share what my kupuna had practiced and lived so many hundreds of years ago. I lived with this huikau (confusion) for many years until I discovered the value of my culture, the Hawaiian culture. This huikau I feel is one of the main reasons Native Hawaiians are the leaders in the demographic of the incarcerated, the homeless, the substance abusers, and the diasporic.
“I started to document my journey of what I learned in and out of the classroom, and at the same time I got to share my culture to those who were in the same boat as I. My philosophy on photography is a complex one but then again, aren’t all Hawaiians living in this ever changing modern day and age. The word for picture is kiʻi, but it also means image, picture, statue, tiki, likeness (as in art imitating life or more importantly vice versa), and also it means to fetch, to acquire, and obtain. So it is my paradox as well my opportunity to be pono in my art by taking a picture without actually talking but observing and giving a response to what I see. I try to makawalu others by showing the multiple angles of a certain object, and how it’s juxtaposition affects everything around it and that we are all connected. There are many ways of seeing one thing.”
Below are the five pieces of the Pōpauʻole narrative, using descriptions based on Shawnʻs own writings. Each hat will be on sale for $39.99.
Releasing in-store and online this Saturday, November 23, 2013.
Hawaiians were always taught to look at things from all perspectives. While the ‘io (hawk) is in flight, it maintains a watchful eye over all that occurs. A hunter with impeccable vision and prestige, he shall forever be an aliʻi of the sky. This is precisely why the ‘io adorns the morale patch of our military inspired airborne collection. Our squadron creed “We Don’t Fly Half Fast” embodies our commitment to excellence in all that we do with zero hesitation. We don’t fly half fast, we fly FULL SPEED.
The 1st wave of our D1 collection consists of 7 t-shirts for men, and 1 for the ladies. All garments feature our special mil-spec label.
“Fly or Fall” Raglan Tee – Black/White (60% Cotton, 40% Polyester)
Featuring our new ‘io morale patch graphic over the heart, with our “AIRBORNE ASD-116″ squadron moniker above.
Click for more images
Releasing Tuesday, November 19th, 2013.
For this Tuesday’s release, we are dropping an on-field authentic 59FIFTY fitted Boston Red Sox hat. This hat is designed to exact specifications that your favorite Boston players wear on the field. It has a navy crown with a red button, and embroidered with the famous “Hanging Socks” logo. Pick up yours tomorrow!
Available In-store Now.
This drop is for all you Boston Red Sox fans out there! We are releasing a classic Boston Red Sox hat from New Era’s Cooperstown Collection. This hat has a classic six panel design with the team colors all around and a nicely embroidered logo. Perfect way to support Hawaii’s very own Shane Victorino on his second World Series Championship and Gold Glove Award!