BLACK FRIDAY 2013 “PŌ PAUʻOLE”

Tuesday, November 26th, 2013 by

Releasing in-store on Black Friday, November 29, 2013. We will open at midnight and we will close when everything is sold.

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Black Friday has always been an important day for us. We strive to create an event that you—our ‘ohana—will enjoy coming to and leaving from. For us itʻs not just a sale, but a great experience.

Last year we embraced the dark with our ‘Ele‘ele Ambush in the Night collection. This year we wanted to explore the dark a little deeper, through the teachings of our Hawaiian ancestors. While cultures around the world have their own beliefs on the creation of life, ancient Hawaiians used the Kumulipo (creation) chant to tell their story. They believed that the creation of life happened in 16 wā, or eras—the first 8 wā in darkness, and the second 8 wā in light.

The belief that essence preceded existence is the basis of our Black Friday collection, aptly titled “Pō Pau‘ole,” which roughly translates to “never-ending darkness.” It is our respectful nod to the Kumulipo chant and our way of sharing the story of creation with you.

Using five snapbacks as our canvas, we’ve commissioned our good friend Shawn Kaho‘olemanaʻs incredible natural photos to help paint the picture of Pō Pauʻole and creation in an amazing visual narrative.

Shawn is one of our oldest friends here at FITTED. We really respect and love what he is doing now, and to be able to work with him and showcase his amazing work is truly an honor.

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We asked him to tell us a little more about himself, and here are his words:

“O aloha mai kakou. O Shawn Kahoʻolemana Naone koʻu inoa a he Hawaiʻi. Noho au i Palehua aka no Aliapaʻakai mai au. My name is Shawn Kahoʻolemana Naone and I am Hawaiian. I live in Makakilo but was raised in Salt Lake. I am a student with two concurrent majors, one in Native Hawaiian Studies and one in Social Work.  I went through many years of life with minimal curiosity on what it meant to be kanaka ʻoiwi (Native Hawaiian), in fact I never realized that I had a kuleana (responsibility) to learn and share what my kupuna had practiced and lived so many hundreds of years ago. I lived with this huikau (confusion) for many years until I discovered the value of my culture, the Hawaiian culture. This huikau I feel is one of the main reasons Native Hawaiians are the leaders in the demographic of the incarcerated, the homeless, the substance abusers, and the diasporic.

“I started to document my journey of what I learned in and out of the classroom, and at the same time I got to share my culture to those who were in the same boat as I. My philosophy on photography is a complex one but then again, aren’t all Hawaiians living in this ever changing modern day and age. The word for picture is kiʻi, but it also means image, picture, statue, tiki, likeness (as in art imitating life or more importantly vice versa), and also it means to fetch, to acquire, and obtain. So it is my paradox as well my opportunity to be pono in my art by taking a picture without actually talking but observing and giving a response to what I see. I try to makawalu others by showing the multiple angles of a certain object, and how it’s juxtaposition affects everything around it and that we are all connected. There are many ways of seeing one thing.”

Below are the five pieces of the Pōpauʻole narrative, using descriptions based on Shawnʻs own writings. Each hat will be on sale for $39.99.

 

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HOLIDAY 2013 D1 PT1 “WE DON’T FLY HALF FAST”

Friday, November 22nd, 2013 by

Releasing in-store and online this Saturday, November 23, 2013.

We Don't Fly Half Fast

Aloha kākou!

Hawaiians were always taught to look at things from all perspectives. While the ‘io (hawk) is in flight, it maintains a watchful eye over all that occurs. A hunter with impeccable vision and prestige, he shall forever be an aliʻi of the sky. This is precisely why the ‘io adorns the morale patch of our military inspired airborne collection. Our squadron creed “We Don’t Fly Half Fast” embodies our commitment to excellence in all that we do with zero hesitation. We don’t fly half fast, we fly FULL SPEED.

The 1st wave of our D1 collection consists of 7 t-shirts for men, and 1 for the ladies. All garments feature our special mil-spec label.

“Fly or Fall” Raglan Tee – Black/White (60% Cotton, 40% Polyester)
Featuring our new ‘io morale patch graphic over the heart, with our “AIRBORNE ASD-116″ squadron moniker above.

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NAVY BLUE MUA

Monday, October 28th, 2013 by

Releasing Tuesday, October 29th.

Aloha kākou!

This Tuesday we will be releasing a new MUA snapback featuring a navy blue crown, charcoal grey visor, and a red to white gradient logo. Mahalo to everyone that came out to the shop on Saturday! We hope to see you guys tomorrow!

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KAHIKO LIHAU 5 PANEL

Wednesday, September 11th, 2013 by

Releasing Saturday, Sept. 14, in-store and online.

Aloha kākou!

This Saturday we bring to you another water resistant rip-stop nylon, but in a 5-panel in our sold out floral Aloha Lihau print from the summer D1 snapback. This 5-panel features a white strap and red clip, with our Pacific Standard tag, and a detailed embroidered hula girl on the front.

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ALOHA TANKTOP (MINT) x KAMEHAMEHA RED RIP-STOP NYLON NEW ERA SNAPBACK

Thursday, September 5th, 2013 by

Available in-store and online Sept. 7th.

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Aloha kākou!

We got a fresh drop for you guys this Saturday; a back-to-school pack. Brand new Aloha tanktop in mint with tonal “Aloha” with black stroke (New Era crown hit on the back). Coinciding with the tank is an all red rip-stop nylon Kamehameha with tonal red stitching and red snap.

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MUA GRAY BLACK NEW ERA SNAPBACK

Tuesday, September 3rd, 2013 by

Available in-store and online now.

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Aloha kākou!

New release available in-store and online now: Brand new Mua with gray melton wool upper and black brim (70% acrylic, 30% wool) with white stitching on the Mua logo and green underbrim. Great gift for yourself or loved one as a back-to-scool gift.

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

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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.

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

MUA GRAY/NEON NEW ERA SNAPBACK x KAPENA

Thursday, August 15th, 2013 by

Releasing Saturday, August 17th. In-store and online.

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Aloha kākou!

For this Saturday’s drop, we revisit our “Kāpena” tee which we originally released back in 2008. The tee was created to represent the local, hardcore waterman. Whether that be sport fisherman, boat captain, stand up paddler, surfer, etc. The tee features a seal utilizing modes of representation associated with life on the open seas: anchor, mooring lines, paddles, etc. All printed on black-on-black. Also releasing is a gray Mua New Era snapback with neon stitching and white snap.

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