FITTED FOR FLUX HAWAII STRAPBACK, BASIN PREMIUM TEE, & HIGH POINT BUTTON SHIRT

Thursday, September 15th, 2016 by

Releasing exclusively in-store and online this Saturday, September 17 at 11am HST.

FITTED FOR FLUX
Photo: John Hook for FLUX Hawaii

Aloha kākou!

As some of you may be aware, we recently had the honor of collaborating with FLUX Hawaii on a premium New Era strapback made exclusively for their General Store pop-up venture, which had a short stay in LA last week and is now currently residing in NYC until September 17. While most of the hats are being sold at the General Store, we managed to secure a limited amount for our local and online customers, releasing this Saturday.

The FITTED for FLUX Hawaii Strapback utilizes New Era’s Golfer silhouette and features a wool base with premium leather front patch and back strap, along with brass eyelets and buckle and black embroidery throughout. The undervisor and sweatband feature a classic and vibrant aloha print as a nice contrast to the upper.

Along with the FITTED for FLUX Hawaii Strapback, we will be releasing new colors in both of our premium cut-and-sew tops: the Basin Premium Tee and the High Point Short-Sleeve Button Shirt. The Basin Premium Tee features all the details from the past releases, but this time with a white body and a triangular DPICT Camo gusset on the back. The High Point Short-Sleeve Button Shirt is done in black this time around, with the same custom specs and details as our previous releases.

Please be sure to check out the great FLUX Hawaii article below, in which Lisa Yamada talked story with Ola about growing up, the FITTED brand, and everything in-between.

FITTED for Success

This year, FLUX Hawaii collaborated with FITTED to create an exclusive hat for the General Store. We talked with co-owner Keola Naka‘ahiki Rapozo about the importance of infusing culture into everything he does.

For more than a decade, under their brand FITTED, Keola Naka‘ahiki Rapozo and Rene Matthyssen have used hats and other printed merchandise as vessels for weaving together stories of place-based Hawaiian history with representations of what it’s like growing up in Hawai‘i now. For Rapozo, FITTED, with which FLUX Hawaii collaborated to create an exclusive hat for its General Store, goes beyond just making apparel—it transmits culture. “I always wanted to create a uniform for Hawai‘i, that wherever you see us in the world, you would know us by what we wear,” says Rapozo, who worked in design at Tori Richard for five years before starting FITTED. “I wanted for people to be so proud of where they come from.” Here, Rapozo breaks down the inspiration behind his brand and discusses the current creative scene in Hawai‘i and its future.

On growing up in Kahalu‘u:
There’s a certain moral value that you get at an early age growing up in Hawai‘i. Like if you get caught stealing something at the store and your mom is not around, your auntie going scold you, guarantee. My parents kept me rooted, but I also had friends that were knuckleheads. But I never wanted to be a rebel. I figured out early on we could clean our neighbor’s banana patch, and he would give us $10. Boom, we’d climb over the mountain to Temple Valley Chop Sui and buy a two-choice plate, then go to Goodie Corner and get candy.

On the art of the craft:
My parents had a business where we would go to craft fairs, and they would task my sister and I to collect kamani and kukui nuts in Kahalu‘u Valley, where we lived, to make these arts and craft pieces. We’d make mini ipu heke, puihiwe, makini. Every Saturday morning, I was stuck cleaning kamani nuts.

On FITTED’s design process:
When we start a design, whether it’s a hat, T-shirt, or an overall collection, we go through a four-step protocol. The first two deal with look and construction—is this product handsome, why is it handsome? The third deals with kauna, or the hidden meaning behind the symbols. The fourth is makawalu, or to look at things with eight eyes, to have a sense of everything, that there are infinite ways of uncovering meaning. Our graphic, “Easy Easy,” for example, brings me back to a time and a place, specifically in the ’80s, going to Pay and Save—those who know Kahalu‘u, they know Pay and Save—and everybody talked on CB radio. It brings back this feeling of that time, that real innocence, of being a kid hanging out in these parking lots.

On the biggest difficulty facing designers in Hawai‘i:
The fact that we’re in the middle of the ocean. Exposure, content—meaning, some people in the world might not understand what you’re doing. In fact, I’d say that, right off the bat, they won’t understand it. It’s very hard to get over that hump. You have to really dig deep and find something that transcends. Why is somebody from New York, Atlanta, or Houston going to believe in what a brand in Hawai‘i is doing?

On the appropriation of Hawai‘i as a brand:
This place has given me everything that I have, and I want to just represent her in the best way. I don’t feel people have her best interest in mind. Sometimes people just want to come and take a vacation, and Hawai‘i is not really about taking anything. Look at poke, it’s becoming appropriated all over the world. Poke, like aloha, is becoming just a word. Words like aloha mean so much to so many people. I want people to feel that word again. Ah-lo-ha. The breath. … At the same time, I’m conflicted because we made an “aloha” hat, and it was one of our best-selling graphics. How do you balance that? How do you continue to promote these beautiful mo‘olelo, or stories, without having to give up this intellectual property? It’s all about how you set your intent and being righteous with it.

On wealth:
I’m guilty of chasing dollars, chasing sales, ideas … but in Hawaiian culture, to be wealthy is called wai wai—the closer you are to wai (water), the wealthier you are. We have two of the most saturated places in the world, an infinite amount of pure water on Kaua‘i and Maui. Right now, California has zero water. Think about that. That represents so much wealth, that you can grow your own food, sustain yourself, control your own destiny with your own wai. We have all the answers, just the questions are wrong.

On the secret to success:
The secret is that there is no secret. People fall short because they don’t think that it’s possible, or don’t want to work hard enough. I’m up at 6 a.m. doing emails. I’m up until 1 at night doing designs. I will do whatever it takes to get to the next level, and that has been one of my biggest ‘ano, or characteristic traits, that I’ve been able to see through all the other shit. Through my entire career, I just willed myself, took whatever little time that I had, mixed that with passion and focus, and that’s what created this.

 

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SUMMER 2016 AHOLOA COLLECTION

Thursday, August 11th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, August 13 at 11am HST.

AHOLOA

AHOLOA
Photo: @jasonjko
Model: @salvacio90

Aloha kākou!

With the kau wela (summer) season in full swing, we are proud to present the next release from our Summer 2016 Aholoa Collection, dropping this Saturday.

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 before having to sink into the ocean. The Aholoa collection is a tribute to the summer sun and the memories made during this beautiful season, through the use of new stories, designs, and materials. A running theme this season is celebrating the old school street car culture we witnessed as keiki during the summers. Old school Datsuns, VWs, and lifted Toyotas, cruising all around the island or just cruising in a secret random parking lot, creating a party every time.

We’ve introduced two new patterns specifically for the Aholoa collection as well. Finish Line is a car-inspired pattern that resembles a checkered flag, but with niuhi tri-lock shapes making up the black squares. DPICT (Disruptive Pattern Island Camouflage Triangle) Camo combines our two proprietary camouflage patterns—Island Camo and Tri-Camo—into a seamless woodland-inspired camouflage, with highly stylized island shapes in the foreground and subtle Tri-Camo in the background.

This season, we’re also showcasing our first full collection of cut and sew silhouettes, built to live as timeless sportswear pieces, using high-quality material selections with intricate subtle details and constructed to the highest standards. 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.

 

DPICT Camo Kamehameha Snapback
A bold red Kamehameha snapback featuring a DPICT Camo visor and black undervisor, all in quick-drying polyester pique fabric. Front, back and side embroideries are all stitched in white, while the eyelets and top button are done in black. It also features a white snap enclosure and ASD Flag tag in the back, and our Finish Line pattern makes a subtle appearance on the inner liner.

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High Point Short-Sleeve Button Shirt – DPICT Camo
Our next High Point Button Shirt, cloaked entirely in DPICT Camo, is crafted to high specifications with unique signature details. This 100% cotton silhouette features a traditional buttoned collar and button-down front with contrasting red button holes and rubber-coated buttons that are soft to the touch. The bottom of the shirt features a scooped hem, along with two signature red triangular gussets sewn into the side seams. Another red triangle is seen on the inner back collar, with a branded spec label fused to the center. A large tonal triangular gusset is sewn into the back, higher than on the Basin Tee, to match up with the yoke stitching on traditional button shirts. To the left of the large gusset is a triangular morale label, which holds a yellow all-purpose detachable toggle cord. The High Point Button Shirt also features a left chest pocket with a sizing label sewn on the inside directly behind the pocket, and a FITTED spec label on the front near the wearer’s bottom left.

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Night Crawler Tee – Black or Heather Grey
This new race-inspired design takes its cues from the original 1975 Volkswagen Golf, which was marketed in the United States as the Volkswagen Rabbit. Giving it a local twist, we used our resident quick rodent, the mongoose, for the featured illustration on the back. It also features a Finish Line pattern banner underneath as well as ASD, FITTED Hawaii, and our crown to complete the look. The front features a simplified version of the back along with a FITTED crest on the left chest.

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SUMMER 2016 AHOLOA COLLECTION

Thursday, July 28th, 2016 by

Releasing in-store, online, and at select stockists this Saturday, July 30.

AHOLOA

AHOLOA

AHOLOA

AHOLOA

Aloha kākou!

With the kau wela (summer) season in full swing, we are proud to present the next release from our Summer 2016 Aholoa Collection, dropping this Saturday.

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 before having to sink into the ocean. The Aholoa collection is a tribute to the summer sun and the memories made during this beautiful season, through the use of new stories, designs, and materials. A running theme this season is celebrating the old school street car culture we witnessed as keiki during the summers. Old school Datsuns, VWs, and lifted Toyotas, cruising all around the island or just cruising in a secret random parking lot, creating a party every time.

We’ve introduced two new patterns specifically for the Aholoa collection as well. Finish Line is a car-inspired pattern that resembles a checkered flag, but with niuhi tri-lock shapes making up the black squares. DPICT (Disruptive Pattern Island Camouflage Triangle) Camo combines our two proprietary camouflage patterns—Island Camo and Tri-Camo—into a seamless woodland-inspired camouflage, with highly stylized island shapes in the foreground and subtle Tri-Camo in the background.

This season, we’re also showcasing our first full collection of cut and sew silhouettes, built to live as timeless sportswear pieces, using high-quality material selections with intricate subtle details and constructed to the highest standards. 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.

 

Honolulu Edition Snapback
This bold new snapback features our Finish Line pattern printed all over the crown which is nicely contrasted by the black visor, eyelets, and top button. A Honolulu Edition patch is stitched on the front, first seen on last week’s t-shirt release as an ode to the Wolfsburg Edition Volkswagens. The side logos are stitched in red while the back crest is stitched in black and white. It also features an ASD Flag tag stitched next to the white snap enclosure in the back, as well as a DPICT Camo inner liner and red sweatband.

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High Point Short-Sleeve Button Shirt – Olive
Our next custom cut and sew piece this season is the High Point Short-Sleeve Button Shirt, crafted to our high specifications with unique signature details. This 100% cotton silhouette features a traditional buttoned collar and button-down front with contrasting red button holes and rubber-coated buttons that are soft to the touch. The bottom of the shirt features a scooped hem, along with two signature red triangular gussets sewn into the side seams. Another red triangle is seen on the inner back collar, with a branded spec label fused to the center. A large tonal triangular gusset is sewn into the back, higher than on the Basin Tee, to match up with the yoke stitching on traditional button shirts. To the left of the large gusset is a triangular morale label, which holds a yellow all-purpose detachable toggle cord. The High Point Button Shirt also features a left chest pocket with a sizing label sewn on the inside directly behind the pocket, and a FITTED spec label on the front near the wearer’s bottom left.

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Gold Coast 116 Tee – Yellow or White
We’re taking it back to old school lowriders with this Gold Coast 116 tee. It features a dropped BMW E23 burning rubber with Diamond Head in the background. FITTED is displayed above with Gold Coast 116 underneath, all in retro type styling and finished off with a tipped crown on the top left. That same type block is printed on the front left chest.

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