SPRING 2016 DELIVERY “HUI”

Sunday, April 3rd, 2016 by

Releasing exclusively in-store and online this Tuesday, April 5th at 11am HST.

IMI

IMI

IMI

Aloha kākou!

For our Spring 2016 collection, rather than look elsewhere for inspiration, we chose to turn our attention to those closest to us—our FITTED ‘ohana. This season, we’re getting up close and personal with our “hui” (Hawaiian for club or company), as we allowed each of our team members to dream up two hats, each utilizing their choice of silhouette (59FIFTY fitted or 9FIFTY snapback), front logo, color-blocking, and materials—resulting in unique pieces that hold special value to the team members that created them. A few of our stockists on the Mainland will release their own store exclusives in the near future as well. Please note that all hats in this collection were produced in limited quantities.

Each piece has a special story behind it, and what better way to hear those stories than from the creators themselves? Every release will be authored by the team member responsible for that design, for an even more personal touch. This Spring season, we hope to share a little more about our hui with you.

 

Name: Kaimiloa Yoshida

AKA: Imi, Imi Yo, Eemz

Title/Position: Title? #SOTY. Position? Shop-Rat-Turned-Shop-Girl.

Favorite place in Hawaii? Punaluʻu, Kaʻu, Hawaiʻi

One thing you can’t live without? Laughter

What are you doing when you aren’t working? Homework. Reading. Sleeping. Running the line.

Favorite FITTED hat? Teal Thai Batik Tori Richards X FITTED Hawaii Snapback

What inspires you? The creative energy of others

ĀPAʻA PRIDE SNAPBACK
By Kaimiloa Yoshida

This hat is for my Uncle “B,” Uncle Don, Uncle Roland, and cousin Jesse, my Uncle Tony, Uncle Pat and my most favorite person in the world, my Mama. I miss you and love you.

One hānau. In literal translation it means birthing sands, or one’s birthplace. Metaphorically speaking, it’s the piko or connection to this world. One’s birthplace isn’t necessarily where someone is born physically but more where they come from, from a cultural aspect or from a community where they feel at home. Many people who’ve met me think that I’m from Puna. I could argue that although I may have lived there all my life, I don’t have roots there. No family other than my immediate. No true connection aside from the acre lot I live on. My sense of community comes from Kaʻu where my dad grew up and my sense of my culture came from Kauaʻi where my mom grew up.

My dad and his siblings grew up very country. Anything from hunting to surfing, my dad did and enjoyed. Pahala, a small, once close-knit town in Kaʻu was the community that I called home. Growing up in Pahala I became a country girl who sleeps better without streetlights and always had a pet goat growing up. The earliest memory that I can recall was me around the age of 3 or 4 being with my dad in Kaʻu at a chicken fight. And yes, my mom allowed it! Everyone knew everyone in Pahala. Going to the post office or to Mizuno store, I’d always run into someone who’d ask, “Ho, you Jay’s daughter?!” or how my “faddah,” “maddah,” “grandfaddah,” “grandmaddah,” “braddah,” or “sistah” was doing. Just having the Yoshida last name, people knew who my dad was, who my uncles were and I would always get asked if I was related to some other Yoshida that I probably wasn’t related to but I would ask my dad about them anyway. And no, I have no relation to the Yoshida Sauce guy.

My sense of culture comes from Makaweli and Hanapēpē on Kauaʻi. My papa’s side comes from a line of kalo farmers and salt harvesters. My mama’s side emigrated from the Philippines to work in the sugar plantation. Growing up my mom instilled a strong sense of culture in me. She guided me to appreciate being Hawaiian whether it is embracing the language or understanding the significance to my name. She made sure I knew that even though I’m Hawaiian by blood, I’m also Hawaiian in mind and spirit. My mom also made sure I appreciated my other ethnicities. Being married to a Japanese it was essential that you were early to mochi-pounding days and you never stuck your hashi in your rice. She never let us forget to put black beans in our ozoni during New Years. Growing up with Filipino grandparents she has a palette for just about anything. Literally. From tripe to fish head soup to chicken feet she will just about try anything and everything! Side story: my mom is a teacher and at the beginning of every year she would tell her students that she would give extra credit to anyone who brought her something she’d never eaten before (which you had to figure out on your own), or anyone who brought pig, cow, or goat parts (yes, parts!). My palette isn’t as crazy as hers but she made sure Filipino food was in my top 3 favorite ethnic foods and I shouldn’t be ashamed to say that pig intestines—deep fried of course—is one of my favorite foods ever.

Āpaʻa is a term used to describe the wao ʻilima or a section of an ahupuaʻa a little inland from the shore. It can also be used to describe the land one has lived on for a very long time. This H Pride is for my roots, my piko. The woodland camo crown represents my country-raised foundation, giving respect to my family who shaped me into the person I am today. I’m proud of my foundation, and where I come from. The front logo and top button are purple for a simple reason: it’s my favorite color. You can ask anyone who knows me well; purple is the best color ever. The all-black visor, snap enclosure, side New Era logo, back FITTED crest, and eyelets help add subtle character while accentuating the purple and woodland camo.

 

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Accompanying Imi’s Āpaʻa H Pride snapback on Saturday is our new Endless design printed in green on a heather grey tee. It features an aliʻi illustration on the back, surrounded by our Nihi logo, the words FITTED HAWAII, and a saying in both English and Hawaiian: “Endless is the good that I have given you to enjoy.” The design is also featured as a small left chest print on the front.

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SPRING 2016 DELIVERY “HUI”

Thursday, March 31st, 2016 by

Releasing exclusively in-store and online this Saturday, April 2nd at 11am HST.

IMI

IMI

Aloha kākou!

For our Spring 2016 collection, rather than look elsewhere for inspiration, we chose to turn our attention to those closest to us—our FITTED ‘ohana. This season, we’re getting up close and personal with our “hui” (Hawaiian for club or company), as we allowed each of our team members to dream up two hats, each utilizing their choice of silhouette (59FIFTY fitted or 9FIFTY snapback), front logo, color-blocking, and materials—resulting in unique pieces that hold special value to the team members that created them. A few of our stockists on the Mainland will release their own store exclusives in the near future as well. Please note that all hats in this collection were produced in limited quantities.

Each piece has a special story behind it, and what better way to hear those stories than from the creators themselves? Every release will be authored by the team member responsible for that design, for an even more personal touch. This Spring season, we hope to share a little more about our hui with you.

 

Name: Kaimiloa Yoshida

AKA: Imi, Imi Yo, Eemz

Title/Position: Title? #SOTY. Position? Shop-Rat-Turned-Shop-Girl.

Favorite place in Hawaii? Punaluʻu, Kaʻu, Hawaiʻi

One thing you can’t live without? Laughter

What are you doing when you aren’t working? Homework. Reading. Sleeping. Running the line.

Favorite FITTED hat? Teal Thai Batik Tori Richards X FITTED Hawaii Snapback

What inspires you? The creative energy of others

UA MUA SNAPBACK
By Kaimiloa Yoshida

When we were given the opportunity to design a hat, I knew that I wanted to do something that represented my favorite…but my favorite what? My favorite place? My favorite memory? When I finally decided what I wanted to design a few of the team members joked around, “typical Big Island, Imi.” Typical, because I used the rainy weather as my inspiration for this hat. As true as that is, it’s almost cliche to say this Big Island girl loves the rain.

The rain has always been my favorite weather. I grew up playing in the rain, always hoping that it would pour so that my driveway would flood and my brother and I could go outside and make cinder pies (because Puna doesn’t have dirt). Really bad storms would mean no school and who can complain about that?! I even remember a few years ago, a huge storm was hanging over my subdivision and it got so cold that it started to hail, something that never happens there! Another time, we were visiting my family here on Oʻahu and it poured so my brother, my cousin, my papa and I played in the rain gutter on the street in front of my papa’s house. The ironic thing about loving the rain, though, is that growing up I had the world’s biggest fear of thunder and lightning. I remember my brother and I playing in the rain and as soon as we heard the first crack of thunder we’d be screaming like little girls full sprinting back into the house. Even now, I still get a little jumpy.

Rainy weather back home always meant sweaters, lots of blankets, and the guaranteed phone call from my grandma (R.I.P. Mama) asking if we had our flashlights and extra batteries just in case the electricity went out. My mom would make us saimin from George’s Meat Market on rainy nights because somehow the rain made her too lazy to cook (but again, who can complain?). When I got my drivers permit I was the DD after a family party, and you guessed it, it was pouring! Barely a new driver, driving in the dark while it was pouring, with a passenger who wasn’t any help. Not the most ideal way to get those behind-the-wheel hours. Thankfully we got home in one piece! To me, rain brings about a happy nostalgia, reminding me of great stories that I enjoy sharing.

To materialize all of this into a hat was a welcome challenge. The gradient grayscale Mua is my representation of all forms of rain—whether it’s misty in the morning or coming down like crazy, rain in all its forms is a beautiful thing. Grey is carried over to the top button, while black covers the front two panels and visor. Clean black and white is used on the side New Era logo and back crest. Put together with the white trucker mesh and snap enclosure, it’s a perfect hat to take with you on your rainy day adventures.

 

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Releasing alongside the Ua Mua is our new Greetings design printed on a black tee. The design is based on the idyllic Hawaiian postcard, flipping it on its end. It features a scene from the movie “North Shore” as the postcard photo, with the words “Greetings from the North Shore” written on it. This is a tongue-in-cheek play on the “greeting” Rick receives from the local boys who regulate the breaks up north in the movie. In real life, the pride and respect on the north shore is second to none, and it’s all about earning your keep. The back features a crown seal and “Bumbai you learn,” reminding everyone that both respect and knowledge come in due time.

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