UMI A OLA

Friday, October 30th, 2015 by

Releasing in-store and online this Saturday, October 31st at 11am HST.

IMG_4979-3

blog image

Aloha kākou!

As the Umi A Ola collection draws to a close tomorrow, we’d like to once again sincerely mahalo everyone from the bottom of our hearts for all the support over these last 10 years. We mean it with the utmost honesty and gratitude when we say that we would not be here if it weren’t for the support of our customers, families, and friends. We’d also like to thank all the staff and friends that have entered our doors at any point along our journey and helped carry our brand to heights we’ve only dreamed of. Although we’re just a small retailer that sells tangible goods, our pride comes from the stories told, shared, and discussed afterward. Knowing that our products spark a cultural awareness and forge interaction and friendship is the best feeling in the world to us. It is the main reason we keep doing what we do, and we couldn’t be more proud of that. Now with this final release of our Umi A Ola collection, we bid a fond ALOHA to our first ten years and we E KOMO MAI the next ten and beyond.

NEW LOGO
With our 10 year anniversary upon us, we not only graduated to a new representative color, we also took this opportunity to refresh our crest logo and FITTED logotype as well. Like the Woven X pattern that we used throughout the collection, we felt a strong connection to the masterful art of weaving and wanted to incorporate that into our next evolution, through inspiration from makaloa and lauhala weaving. The central concept behind the woven inspiration is the sense of togetherness, ʻohana, and community—strong bonds woven together over time and almost impossible to break. The new crest and logotype feature double lines, which act as an abstract reference to strands and weaving, with the crest lines overlapping and intersecting at various points. We also modified the typeface from sans serif to serif for an established and regal look, attributed to our long-standing reputation and brand history.

 

Makini ʻEle 59FIFTY
What better way to round out the Umi A Ola collection than with one of our most popular releases (and arguably our most complex), dipped in all black and releasing on All Hallow’s Eve? In modern Hawaiʻi, the familiarity of the makini helmet is undeniable—it’s seen on shirts, necklaces, and even hanging on rearview mirrors. Through popular culture and the aforementioned items, the common theory is that makini helmets were worn by a secret group of warriors that protected the highest aliʻi. The lesser known yet logically sound theory involves the makini helmets being worn by moʻo Lono (Lono priests) to represent a time of peace or coming in contact with someone peacefully, and also worn during Lonoikamakahiki ceremonies. Flashback to 2008 when we released our original Makini 59FIFTY, which broke the mold of run-of-the-mill baseball caps and ignored the traditional embroidery placements and printing styles that came before it. It was our most technically intricate piece to date, focusing many hours of design and development to get the details just right. We’ve brought back all the same intricacies from the original: the detailed feather embroidery running from the front of the hat all the way to the back, gourd cut-out embroidery on the front, kapa embroidery on the visor, screen printed strength kāpala (print) around the entire crown, and the screen printed quote on the undervisor, which translates to “Unite to Move Forward.” Other details include our traditional crown, New Era, and crest embroideries around the hat, along with a black satin sweatband and new Hulu pattern on the inner satin liner, grayscaled to match the outside.

front

back

left

right

top

bottom

 

Mahalo Hooded Long Sleeve Tee – Black
A new lightweight build featuring 65% cotton and 35% polyester, this long sleeve tee also contains a hood to keep your head warm in the cooler months ahead. Our Mahalo logo is seen in yellow on the upper right chest, along with our new Hulu pattern flooding the outer sleeves. The woven X logo is printed in yellow on the upper back.

front

back

UMI A OLA

Friday, October 23rd, 2015 by

Releasing in-store and online this Saturday, October 24th at 11am HST.

LIFESTYLE

IMG_4834
Models: Kenric Shintaku (@kshintaku) and his son Derek

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).

 

Mahalo Snapback – Green
One of the other original designs and colorways we released was a green H Pride featuring orange and white accents, which drew heavy inspiration from the classic UH baseball teams during the Murakami era. When we hit 5 years, we released an Aloha 59FIFTY featuring the same color blocking but with an inner lining that carried over the 5 year theme. This time around, we are using the Mahalo design with the same green, orange, and white color blocking scheme, but with the new Hulu pattern from our Umi A Ola collection lining the inside.

front

back

left

right

bottom

 

Kolohe Keiki Snapback – Black
A special design just for the keiki with the front design written in the same style as our popular Aloha and Mahalo designs. It mimics the black and gold Mahalo from last week, but switched up with the word Kolohe, which means “naughty” or “rascal” in Hawaiian. It also includes the same Hulu pattern lined on the inside.

front

back

left

right

bottom

 

FITTED + Champion Umi A Ola Basketball Jersey – Black
Our next installment in the Champion collaboration set includes a basketball jersey featuring a large print of Kākuhihewa along with FITTED HAWAII in the center, with our 10 year patch and Champion’s patches on the bottom left. A small “C” logo is embroidered on the wearer’s left chest area near the collar. The back features our crown and the number 10 in a red and yellow block in the upper center.

front

back

 

FITTED + Champion Umi A Ola Mesh Shorts – Black or White
Accompanying the jersey are a set of active mesh shorts in black and white. It features a small “C” logo appliqué on the bottom left, along with a large woven X logo printed front and center. Our new FITTED logotype makes an appearance on the back of the shorts, running across the the bottom hem.

front

back

front

back

 

10 Shakas Tee – Green
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.

front

back

 

Aloha X Women’s Racerback Tank – Black / Women’s Tee – White
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.

front

back

front

back

 

Mahalo 59FIFTY Keychain – Green
To coincide with the release of the Mahalo snapback, we will also be releasing a miniature version as a 59FIFTY keychain, complete with New Era taping and our new red FITTED tags on the inside.

front

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.

front

back

left

right

bottom

front

back

left

right

bottom

 

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.

front

front

back

front

front

back

 

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.

front

back

front

back

 

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.

front

back

front

back

 

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

Tuesday, October 6th, 2015 by

Releasing in-store and online this Tuesday, October 6th at 11am HST.

UMIAOLA-1

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 59FIFTY
Featuring our new Umi A Ola patch prominently displayed on the front two panels of this wool/viscose blend 59FIFTY. The base is gray while the visor, top button, and side/back embroideries are all black. Other details include brass eyelets, a red satin sweatband, and our new Hulu pattern on the inner liner, which is an abstract representation of the yellow and red feathers that make up the ʻahu ʻula (feather cloak) that many aliʻi wore.

front

back

left

right

bottom

 

A10ha Tee – Black
Our new A10ha logo is seen on a black tee with the woven X pattern filled in. The lower right front showcases the 10 Year label while the upper back has the woven X mark printed in white.

front

back

 

Mahalo Hooded Long Sleeve Tee – Heather Gray
A new lightweight build featuring 65% cotton and 35% polyester, this long sleeve tee also contains a hood to keep your head warm in the cooler months ahead. Our Mahalo logo is seen in red on the upper right chest, along with our new Hulu pattern flooding the outer sleeves. The woven X logo is printed in red on the upper back.

front

back

 

Umi A Ola Ceramic Mug – Red
This one’s for all the coffee and tea drinkers out there—our first ever ceramic mug cast in red. It features our new branding scattered throughout, including the inside and on the bottom.

mug

mug

mug

mug

mug

#30daysofFITTED INSTAGRAM CONTEST WINNER

Wednesday, July 2nd, 2014 by

To all of our dear ohana who participated in our #30daysofFITTED challenge, we want to wish you our most humble and sincere mahalo for your unmatched dedication, support, and aloha. It was amazing for us to witness all of your collections while getting to know each of you a bit more personally. You continue to inspire us with all your love. Aloha!

MAHALO HUNTERS from FITTED on Vimeo.

SUMMER 2013 RAINBOW COUNTRY D2 (BTS) LOOK BOOK VIDEO

Wednesday, August 21st, 2013 by

“I got my home, in the promise land, i feel at home can you overstand.” – Bob Marley – Rainbow Country

(Product shots coming soon)

SUMMER 13 RAINBOW COUNTRY DELIVERY 2

Monday, August 19th, 2013 by

Releasing Saturday, August 24th. In-store, online and at these fine retailers

COVER_FRONT

Aloha kākou!

The last of our Summer 13 (Rainbow Country) delivery two is finally here! Rainbow Country is the theme for our entire Summer 13 line and encapsulates Hawaiian lifestyle, from the Mountain to the Ocean; from Sunrise to Sunset. The Endless Summers of Hawaiʻi, where the tents are always pitched, the coolers always stocked with beverages, board shorts and tanktops worn as everyday attire and roots reggae blaring from our speakers. Hawaiʻi Lifestyle. For delivery 2, we have ten caps to offer (Aloha Served Daily – Men’s & Keiki, Rainbow Country, two Kamehamehas, Honolulu Rose, Chee Hu, Aloha digi-camo snapback and 5-panel and ‘H’ Pride). A perfect way to end yet another beautiful Summer season in Hawaiʻi nei.

1

2

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

COVER_BACK

Models: Travis Watanabe, Jah Maoli, Austin Kino
Photos: Mai Sollner | IG: @mailovephotography

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

MOʻOLELO: MAHALO

Thursday, April 25th, 2013 by

Mahalo

Aloha kākou!

This week’s Moʻolelo / #tbt is our Mahalo snapback which was never commercially released in-store or online. This specific hat was mailed out around Christmas a few years ago as a gift to our most loyal customers, family and friends who were with us since near day one, and stuck with us through thick-and-thin, stood in some of our most insane lines and continuously spent large amounts of money both in our shop and on our online store. This hat was our way of saying Mahalo for the many years of support and tied in all the main colors we used on our very first hat releases.

MAHALO!

Thursday, November 11th, 2010 by