UMI A OLA

Friday, October 16th, 2015 by

Releasing in-store and online this Saturday, October 17th at 11am HST.
**The red FITTED + Champion Umi A Ola Satin Jacket will be releasing online only.**

blog lifestyle

blog lifestyle

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 PATTERNS
For the Umi A Ola collection, we unveiled two new patterns that would help accentuate our long-standing history as well as reveal a new beginning for ourselves. The Woven X pattern contains a stylized roman numeral X (10) and is inspired by makaloa and lauhala—materials used by master craftsmen for weaving. The deeper meaning behind the idea of weaving is the sense of togetherness, ʻohana, and community. Strong bonds woven together over time that can’t easily be broken. The Hulu pattern focuses on the ‘ahu ‘ula concept we mentioned in our first Umi A Ola post. It contains stylized yellow and red feathers seen on various ʻahu ʻula, and it represents a new start as we peel back our yellow feathers and show the red feathers underneath—our koko (blood).

 

Mahalo Snapback – Red/Gold or Black/Gold
The very first New Era 59FIFTYs produced by FITTED back in 2006 consisted of two designs, the Kamehameha and H Pride. The Kamehameha design came in two colorways, red/gold and black/gold. These have become largely revered over the years due to their rarity and their special place in our history as being the very first Kamehameha hats produced. At our 5 year mark, we decided to re-release these colorways—along with the green/orange that appeared on the H Pride—but swapped with new front logos that we’ve become known for. For our 10 year anniversary, we’re bringing back the original colorways yet again, but this time we wanted to use the Mahalo logo on all of them, as it’s perhaps our most meaningful design and we’d like to use it to mahalo everyone for their support over the years. On the inside we’re showcasing our new Hulu pattern to represent our growth and the start of another 10 years.

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FITTED + Champion Umi A Ola Satin Jacket – Red or Black
For our momentous 10 year anniversary, we partnered with Champion to bring you a co-branded lightweight satin zip-up jacket, made up of 100% nylon outer and 100% polyester mesh lining. It features a large Champion “C” logo appliqué on the wearer’s left chest, along with our Umi A Ola embroidered patch on the right chest. A Hawaiian flag patch is stitched to the right sleeve, with a maile lei design printed below on both sleeves. A small reflective Champion “C” logo is embroidered on the bottom of the left sleeve. The back features various FITTED logos and 10 year marks down the center, with Champion’s logo at the top. NOTE: The red FITTED + Champion Umi A Ola Satin Jacket will be an online exclusive.

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10 Shakas Tee – Red or Black
This new design celebrates 10 years with two shakas interlocking to create an X shape, surrounded by our branding, all eight Hawaiian Islands, and a declaration of “A Decade Strong, 2005–2015.” It features a large 10 Shakas design on the back with a smaller version on the upper left chest. It also features the 10 Year patch on the bottom left.

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Umi A Ola WTCF 2 Women’s Racerback Tank – Red / Women’s Tee – White
Our updated logo is featured on these women’s tanks and tees, with the woven X logo on the upper back.

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Mahalo 59FIFTY Keychain – Red/Gold or Black/Gold
To coincide with the release of the Mahalo snapbacks, we will also be releasing miniature versions as 59FIFTY keychains, complete with New Era taping and our new red FITTED tags on the inside.

keychain

keychain

UMI A OLA

Saturday, October 3rd, 2015 by


Edited by: Skillet (@envol_skillet)

Aloha kākou!

Today at 11am HST, we will open our physical and online stores to reveal a completely new look, and with it a brand new sense of growth and maturity as we dedicate the entire month of October to our milestone celebration…

TEN YEARS.

In this fast-paced and ever-evolving industry, a decade can seem like a pipe dream. It’s always a goal to stand the test of time, but to actually come this far is truly a humbling experience. With our roots now firmly planted, we look forward to the future while embracing the past, using this collection to showcase our growing dedication to our craft and to show our appreciation for everyone’s support throughout the years. The ten (umi) years before us and the ten years ahead of us give us life (ola). This is UMI A OLA.

To coincide with our Umi A Ola collection and signify an evolution between the past ten years and the future, we developed a new core branding package that highlights our growth in both knowledge and aesthetic execution. We will be sharing the moʻolelo behind each aspect of the new branding over the course of the month, starting with color:

ʻULA ʻULA
In the first step to our rebranding, we bid farewell to our iconic 116 Yellow and introduced a more intimate color that we all share beneath the surface—ʻula ʻula or red, our koko (blood). The original yellow was used in part to honor our Great Moi, Kalani Pai‘ea Wohi o Kaleikini Keali‘ikui Kamehameha o ‘Iolani i Kaiwikapu Kau‘i Ka Liholiho Kunuiakea. King Kamehameha wanted his enemies to know who they were in battle with, so he adorned his ʻahu ʻula (feather cloak) and mahiʻole (feather helmet) with bright yellow hulu (feathers). However, regardless of the black or yellow hulu showcased on the outside, all ʻahu ʻula worn by aliʻi had red hulu underneath as a base layer woven into the netting, because It was believed that your koko should touch the inside and outside of your skin. With this new beginning, we shed our yellow hulu and embrace our koko underneath.

Please stay tuned as we uncover more of our collection, along with trips down memory lane from members of the team.

 

Releasing today at 11am HST, in-store and online.

A10ha Strapback
We’re starting off the Umi A Ola collection with an ode to the past 10 years, flipping our Aloha logo and adding a “10” within the letterforms. The A10la logo is comprised of two leather patches, one in blue and one in brown, stitched to the front of the hat in gold. The brown leather carries over to the back with a premium strap and buckle. The hat itself is constructed with a soft poly/viscose fabric, featuring two shades of blue on the crown, undervisor, and top button, with black showing up on the visor. The crown embroidery on the right side is replaced with our new Umi A Ola patch, featuring a maile wreath surrounding our new crest logo and Umi A Ola written on a ribbon underneath. The back features our new woven 10 Year mark stitched in white, which correlates to the new woven pattern seen on the inner satin liner. Also seen on the inside is our new red FITTED label.

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WTCF 2 Tee – Black or Heather Gray / Women’s Tee – Black / Women’s Tank Top – Heather Gray
An updated version of our original Who The Crown Fits tee, with our new logo proudly displayed in white, along with our 10 year mark on the upper back also in white. The standard tees include our new 10 year crest tag sewn on the bottom right, and all tees now include the new labels on the inside.

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FITTED + Zippo Lighters – Gold, Red, Black/Gold, or Vintage Silver 1941 Replica
We teamed up with Zippo to bring you four exclusive lighters in limited quantities. The gold, red, and black/gold versions are built in their classic windproof style, while the silver version is crafted as a 1941 replica adorned with vintage logos on the casing and box.

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