MUA KHAKI / BLUE NEW ERA SNAPBACK x 49 STARS

Thursday, August 1st, 2013 by

Releasing Saturday, August 3rd.

MUA_KHAKI_METALLIC_BLUE

Aloha kākou!

Saturday’s release is comprised of a brand new, khaki Mua snapback with royal blue stitching on the front, the FITTED crest on the back, tonal eyelets and a white snap. Coinciding with this release is our 49 Stars tee which is dipped in all navy blue with a white star printed on the front chest and the American flag with 49 stars printed in white on the back. So why 49 stars? Well, we can look at it in a few ways: For one, we were the last state to join the United States of America, therefore sometimes we may be overlooked. In another light, you could look at the single star representing Hawaiʻi being completely isolated from the rest of the continental U.S. Which also puts us on a platform on center stage. However you may look at it, we’re in a perpetual struggle to fight for our identity within politics and within a cultural aspect.

49_STARS3

BRAND NEW ACCESSORIES!

Monday, July 29th, 2013 by

Available in-store and online tomorrow.

PENS

Aloha kākou!

Tomorrow we’re releasing some brand new accessories which are a part of our Summer delivery. Some new keychains (Native embossed on brown leather with “FITTED Honolulu, Hawaii” embossed on the back). We’ll also be releasing official FITTED pens in our official colors: black and gold with “FITTED, Aloha Served Daily and www.fittedhawaii.com” printed on the side of the pen. The perfect accoutrement to your FITTED summer kit, or for back to school which is coming up next month.

ALOHA SERVED DAILY x BLK/BLK ‘H’ PRIDE NEW ERA SNAPBACK

Monday, July 22nd, 2013 by

Releasing Tuesday, July 23rd.

H_PRIDE1

Aloha kākou!

New release for tomorrow featuring a new colorway in our Aloha Served Daily in all black (100% cotton) with a white ASD hit on the front and ASD hit in pink on the back. Matching this kit is a black on black ‘H’ Pride New Era snapback including black snap.

Mahalo nui loa.

H_PRIDE3

ASD1

ASD3

SUMMER 13 “RAINBOW COUNTRY,” HATS

Monday, July 15th, 2013 by

Releasing Saturday, July 20th. Please note: only a select handful of Summer ’13 D. 1 hats will be available for purchase online.

1

Aloha kākou!

For our Summer collection, we travel to Rainbow Country. From the mountain to the ocean, this is Hawaiian lifestyle at it’s best. Narrated through a series of graphics that tells the story of a Summer’s Day, taking you from Sunrise to Sunset. Gear up and break out your favorite Bob Marley disc, or better yet, load up Mr. Marley’s Soul Rebel CD and play “Rainbow Country” obnoxiously loud. Fill up the cooler with your beverages of choice and hit the road. If there’s one thing Hawaiʻi knows how to do, it’s how to take advantage of the season in these HI Times. Again, please note: only a select handful of Summer 2013 D. 1 hats will be available for purchase online. On top of the release that many of our ʻohana has been waiting for, we will be taking it back a few years when the entire FITTED team used to gather at the shop and hang out. We’ll be breaking out the grill and having a pāʻina in our parking lot. Come by and hang out, and we’d suggest to come out before opening time (11 AM HST) due to the very limited numbers in the hats. First come, first served, absolutely no holds. We will be taking phone orders after noon, so please be patient and we will try and get to all of you in a timely fashion. We expect it to be pretty busy. See you all Saturday!

2

3

4

5

6

7

8

7

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

SONS OF ALOHA x H PRIDE METALLIC SILVER NEW ERA SNAPBACK

Monday, July 8th, 2013 by

Releasing Tuesday, June 9th.

H_PRIDE_BLK_SILVER1

H_PRIDE_BLK_SILVER4

Aloha kākou!

The true essence of “Aloha” is much more than a simple “Hello,” “Goodbye,” or “I love you.” Aloha is a lifestyle that is portrayed in the way we walk, how we talk, interact with others and how we behave. If we dig even deeper, there is a story that tells the tale of Hāloa, son of Papa and Wākea (Earth Mother and Sky Father), whom was born prematurely and unfortunately passed away at birth. After the child was buried, a shoot grew in its place, which Wākea named Hāloa, the first taro (kalo) plant. The word Hāloa can be looked at as a respelling of the word “Aloha” and is translated as “far reaching,” “long breath” or “waving stem,” while kalo was a staple food in the Hawaiian diet. In the way that kalo sustains us, so does Aloha; not just nutritionally but medicinally. And as with all plants, kalo provides us with oxygen. Simply put, the gift of LIFE.

SOA_GRAY1

SOA_GRAY3

ORIGINAL ALOHA (POCKET TEE) x ‘H’ PRIDE ROYAL/DOESKIN

Friday, July 5th, 2013 by

Releasing Saturday, July 6th. In-store and online.

HPRIDE1

Aloha kākou!

Summer time in Hawaiʻi. The heat is turned all the way up, with tradewinds blowing here and there; here for the most part. Most locals are heading to the South Shore to hop in the water or hop on their boards if the surf is good. However, whether the weather provides nice surf or not, one tool that is considered an important piece of any surfing arsenal is surf wax which gives extra traction when rubbed on your stick. We’re talking surfing here by the way, despite the seemingly implied sexual innuendos. To celebrate the Summer and this important piece of your surfing kit, we brought back our Original Aloha pocket tee, this time in all black with white print. 100% cotton. Coinciding with this release is a royal blue ‘H’ Pride snapback with doeskin (closer to gold) stitching on the H and crest hit on the back, white button and snap. Made of 100% wool with tonal, breathable eyelets.

HPRIDE2

HPRIDE3

HPRIDE4

ORIGINAL_ALOHA1

ORIGINAL_ALOHA2

ORIGINAL_ALOHA3

ORIGINAL_ALOHA4

ASD AIR FRESHNER x SONS OF ALOHA LIGHTERS

Monday, July 1st, 2013 by

Releasing tomorrow in-store and online.

ASD_AIR_FRESHNER

Aloha kākou!

We’re releasing some brand new accessories which is a continuation of the first wave of our Summer D1 which include a new scent for our Aloha Served Daily air freshners (alani/lemi or orange/lemon) as well as some pretty slick BIC lighters emblazoned with our Sons of Aloha print. $5 for lighters or air freshners. Keep it locked here at FITTED as we continue to roll out more from our Summer line!

SOA_LIGHTERS

NIUHI CAMO

Friday, June 28th, 2013 by

Releasing Saturday, June 29th.

IMG_7190

Aloha kākou!

Besides the release of our Beet Root Mua snap dropping tomorrow, we’ll also be releasing our Niuhi Camo tee which is a cut and sew piece. This is another part of the first wave of our Summer line, with more pieces to follow soon. Niuhi is a name used for any brutally ferocious, man-eating mano (or shark) and can be attributed to the great white or tiger shark (or any shark over 10 feet in length), although in most instances it was used for the great white which featured the triangular teeth popularly known in Hawaiian culture. Despite the predacious nature of these savage sharks, they were also known as ʻaumakua (or protective spirit) to many ancient Hawaiians, and on the other hand, were treated as a source of food and tool weaponry for others, with the shark’s teeth being highly prized and used for ancient Hawaiian weapons. Other elder Hawaiian chiefs believed that eating the eyeballs of niuhi helped give them insight into the future while other chiefs took up the sport of catching niuhi, which as one can imagine, is inevitably a dangerous sport where special techniques were used.

We took this concept and used it in our newest cut and sew piece which features a white body with sublimated blue/green camouflage on the sleeves (the camo print is comprised of triangles/tri-locks, which is modeled off of the teeth of the niuhi), similar to the vast territorial waters in which the niuhi rules over, with a black milspec label on the front, bottom left.

back shot 2

back crown hit

sleeve detail

Model: @ria_christina
Hair & Makeup by: @baileenakaahiki

MOʻOLELO: BEACHCOMBER

Thursday, June 27th, 2013 by

Beachcomber1

Beachcomber2

Aloha!

Today’s Moʻolelo / #tbt is our collaboration we did with our good friends over at Leilow: our Beachcomber pack. The Beachcomber pack features our collective Beachcomber New Era, a fusion of Jules’ bugged out artistic visions with FITTED’s more traditional methods, all with a modern approach. The cap features a print of black and white woven patterns with gray tones, while the inside features a silk lining of a map of the Hawaiian Islands which invokes a nostalgic warmth, citing the days of Don Ho, the Beachcomber and the lounge music era; incorporating both Leilow and FITTED’s logos. The underside of the visor features an embroidered hula girl, just an added extra touch that separates us from the rest. Coinciding with the cap is a white t-shirt with the same print found on the inside of the cap on the back, and the same hula girl on the front.