Releasing exclusively in-store and online this Tuesday, November 17th at 11am HST.
With our 10th anniversary under our belts and our new branding firmly in place, we shift attention back to our FITSTRIKE program, featuring the brand new FITTED crest logo on all pieces moving forward.
Tomorrow’s release consists of a FITSTRIKE Kamehameha snapback utilizing New Era’s A-Frame build, which features 5-panel construction and a more squared-off visor. The entire crown on this Kamehameha is royal blue, which creates a bold backdrop for the white embroidery on the front, side, and back. It also features a kelly green undervisor, red top button, and a white snap enclosure.
**Please note that because of the A-Frame’s unique fit, there are two sizes to choose from: “Small–Medium” should fit sizes 6 7/8–7 1/2 while “Medium–Large” should fit sizes 7 1/4–7 3/4.
Releasing in-store and online this Saturday, October 10th at 11am HST.
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 Kamehameha Strapback
The standout feature on this Kamehameha is the chenille appliqué treatment on the front logo, which resonates with the classic, regal look of letterman jackets. The crown is a light blue chambray, with white eyelets, side New Era logo, and back X logo. The Umi A Ola patch is displayed prominently on the right side. Gray wool is used on the top button and visor, while the back strap is made of brown leather with a brass buckle. The inner satin lining features the new woven X pattern.
WTCF 2 Tee – Navy or Red
Our new Who The Crown Fits tee, using the new branding and releasing in navy and red.
Aloha X Women’s Tank Top – Heather Navy or Red
A unique mash-up of our woven X logo and a heart to create the “O” shape in “ALOHA.”
The back features our traditional crown on the upper back.
Kū 8GB USB Drive
A follow up to our black Kū USB Drive from 2012’s Black Friday celebration. Featuring the statue of Kūkaʻilimoku, the god of war, on the front with 2005, 2015, and FITTED branding on the back. This time around the USB drive is red, much like the feathered Kū statue on display at Bishop Museum, which is said to be King Kamehameha’s god image.
Umi A Ola Lanyard
A new lanyard for our Umi A Ola collection, featuring our new branding on one side and woven X pattern on the other.
Releasing in-store and online this Saturday, September 5th.
This Saturday we will be releasing a new FITSTRIKE Kamehameha snapback. It features a scarlet red crown, denim visor and denim top button. The front and back logos are stitched in white to match the white snap enclosure, while the New Era logo is stitched in red. It also features a classic green undervisor. Limited to only 50 pieces.
We have another clean Kamehameha snapback releasing this Tuesday under our FITSTRIKE program. It features yellow embroidery standing out on a black base, along with a kelly green undervisor and white snap enclosure. Limited to only 50 pieces.
The Pai‘ea Projects + FITTED Nu‘uanu capsule retraces Kamehameha the Great’s footsteps as he conquered O‘ahu in the late-1700s. Kamehameha aka Pai‘ea and his invading forces landed at Wai‘alae on the south shore strapped: they showed up to “Town” with their muskets cocked, cannons loaded and ready to bang. They marched westward and engaged the chief of O‘ahu, Kalanikūpule, and his defending army at Pūowaiana, where we now call Punchbowl. The battle raged on and spilled into Pauoa and Papakolea where Pai‘ea’s army had the O‘ahu warriors on the run and flanked.
Kalanikūpule’s forces retreated into Nu‘uanu because reinforcements awaited them at La‘imi. The O‘ahu army had cannons hidden on the Pu‘u Konahuanui ridgeline, and when Pai‘ea learns of this artillery he sends a division of invading warriors to flank Kalanikūpule’s army. As the battle ensued, Pai‘e’a’s superior training and artillery eventually had their enemies outmatched. Kalanikūpule’s forces fled to the fortified heiau of Pu‘uiwa and Ahipu‘u. After the loss of Kalanikūpule, the O‘ahu warriors are driven further up the valley in retreat. Eventually, Pai‘ea and his forces push the O‘ahu army off the Pali. Instead of living under the rule of Pai‘ea, many of Kalanikūpule’s defeated warriors choose to leap off he 500-foot cliff to their death.
This epic battle is immortalized in Hawaiian history as “Kaleleka‘anae,” or “the leaping mullet” in English to describe the O‘ahu army’s defeat off the Pali. This was a pivotal victory for Pai‘ea because it solidified his unification of the Hawaiian Islands, earning him rule of O‘ahu, Maui and Hawai‘i.
We honor this battle and the victory of Pai‘ea with the Nu‘uanu capsule: basketball jersey, t-shirt, tank top and three different New Era hats. The number “4” on the jersey and the design of the “Many Moons” t-shirt and tank top honor the multitude of warriors fighting for Pai‘ea and acknowledge the ancient Hawaiian “Kahului” battle formation. Warriors formed themselves into a “Kahului,” a crescent-shaped formation where the horns pointed toward the enemy. The number “4” is significant to this battle formation because ancient Hawaiians’ counting system was based on multiples of four: “Kauna” equals four, “ka‘au” equals 40, “lau” equals 400 and “mano” equals 4,000. It is said that when Pai‘ea’s army invaded O‘ahu his forces were up to 16,000 warriors or four “mano.”
FITTED team rider, Ezekiel Lau, is sporting the FITTED + Pai‘ea Projects Nu‘uanu basketball jersey and New Era spacer mesh logo snapback as he tears apart his homebreak on the South Shore. This hat features a unique spacer mesh that’s unlike what we’ve used in the past. The Paiʻea Projects logo is prominently displayed on the front of the hat in white, which matches the crown and crest embroideries as well as the snap enclosure. The red New Era logo ties in nicely to the red sweatband featured on the inside of the hat.
Contrast Magazine Publisher Race Skelton scans the cityscape from Punchbowl, rocking the FITTED + Pai‘ea Projects “Many Moons” t-shirt and Kamehameha New Era A-Frame snapback. This all-around clean snapback features a classic fit with a narrow visor and A-Frame five-panel setup. The front Kamehameha logo, side Paiʻea Projects logo and back crest are stitched in white, while the New Era logo and snap enclosure are seen in a tonal black. The kelly green undervisor is another nod to classic baseball hats.
The enchanting 2014 Miss Hawai‘i, Moani Hara, models the FITTED + Pai‘ea Projects “Many Moons” tank top and the “Path to Nu‘uanu” New Era five-panel. The artwork depicted on this five-panel camp hat is a map of Oʻahu along with the path that Paiʻea and his men took to their victory at Nuʻuanu. An all black rubber Nihi logo patch is stitched to the front panel, along with black embroidery and a black/white Paiʻea Projects logo tag around the sides and back.
A special mahalo to Curtis Helm for laying down the track “Champion Song” from Kalamaʻula, Molokaʻi. Performed with Ooklah the Moc, Father Psalms Studio & Inna Vision, as well as several solo projects under the name “Mr. 83.” Brother of Raiatea Helm, nephew of George Helm, music and Hawaiian culture run deep in his family’s roots.
The FITTED + Pai‘ea Projects Nu‘uanu capsule releases in-store and online this Saturday, August 29.
Releasing in-store and online this Tuesday, August 25th.
This Tuesday’s FITSTRIKE release consists of a navy Kamehameha snapback with tonal side and back embroideries. It also features a classic green undervisor, yellow front logo, and white back snap enclosure. Only 50 pieces were produced.
Releasing in-store and online this Tuesday, August 18th.
We have a new FITSTRIKE Kamehameha snapback releasing on Tuesday. This time around, the crown is dark red with tonal side and back embroideries. The front logo is in a contrasting yellow, with a white snap enclosure finishing the look.
Releasing in-store and online this Tuesday, August 11th.
This Tuesday we’ll be releasing a clean new Kamehameha snapback under our FITSTRIKE program. It features a brown crown with matching side and back embroideries, along with a kelly green undervisor as a respectful nod to classic baseball hats. It also features a white back snap enclosure while the yellow Kamehameha logo adds a nice pop of color to the front.
Our Spring/Summer 2015 Delivery continues this Tuesday with more items from the Weight of a Picul Collection. In these two seasons, we focus our attention to two of Hawaiʻi’s commodities that have proven to be incredibly important in Hawaiʻi’s socioeconomic growth. ʻIliahi, or Hawaiian sandalwood, dynamically shifted our economy with the introduction of the trade industry. Koa ushered in a new demand for quality materials in modern times, solidifying its place among the world’s finest woods. The name “Weight of a Picul” stems from the Asian unit of measure that was used when trading the sandalwood in the early 1800’s, defined as “the amount a man could carry on his shoulder” and equalled 133 1/3 pounds.
For this collection, we created two separate Real Tree Camouflage patterns based on the rare and endangered ʻIliahi Tree and the fine grain Koa Tree, both of which are endemic to Hawaiʻi. In each pattern we strive to highlight the trees for their distinct beauty and importance in Hawaiʻi’s history.
ʻIliahi Tree Camo Kamehameha Snapback
Featuring a full mesh crown in black, with our ʻIliahi Tree Camo pattern sublimated on polyester poplin peeking through underneath. The infrared eyelets and top button provide a nice contrast to the all black visor. The front, side and back embroideries are white along with the snap enclosure.
ʻIliahi Quilt Tee – White
This design is based on traditional Hawaiian quilts and their beautiful, radially symmetric patterns. Printed in burgundy, we incorporated the ʻiliahi and enlarged it to the side for a unique look, wrapping from front to back.
Releasing in-store and online on King Kamehameha Day, this Thursday, June 11th.
Photos: Udella Auyoung (@ujfmaphotos)
To celebrate King Kamehameha Day tomorrow, we will be releasing a specially made FITSTRIKE Kamehameha snapback inspired by one of the King Kamehameha Day annual traditions. Every year, the State of Hawaiʻi holds a Lei Draping Ceremony at the famous King Kamehameha Statue, which is prominently displayed in front of the Aliʻiolani Hale. During the ceremony, hundreds of yards of beautiful lei—hand-sewn by the wonderful women of ʻAhahui Kaʻahumanu—are elegantly adorned over the arms of the great king.
The colors and beauty of the lei inspired tomorrow’s FITSTRIKE release, with bright plumeria pink as the base color on this snapback. The addition of lime green, dark pink, and white help emphasize the variety of bright, natural colors seen among the lei. As always with our FITSTRIKE hats, only 50 pieces were produced.