Wednesday, December 24th, 2014 by


We’d like to first send a big mahalo to everyone for their patience while waiting for their Black Friday purchases to arrive. For those that pre-ordered any or all of the Na Pō Mahina collection at our Black Friday event, we have some great news for you. You’ll be able to pick up your hats on Friday, December 26th, at our warehouse in Kakaʻako. See below for the address, along with the hours of availability. If you cannot make it to the warehouse on Friday, you can stop by all next week starting on Monday within the same hours, as the warehouse will be closed on the weekend.

As a special gift for everyone that purchased the entire four-hat collection, we have saved a limited edition Black Friday poster for you. Hand printed with water-based ink on 11”x14” drawing paper, each poster features artwork from the collection in light gray and charcoal gray, and is individually numbered out of 150. All remaining posters will be handed out on a first come, first served basis at the warehouse to anyone else picking up individual hats.

We also have a limited number of remaining stock in all hats, which we will be selling at the shop and online starting Saturday, December 27th, for those of you that missed out the first time around. Please refer to the original Black Friday blog for the detailed story behind our Na Pō Mahina collection.

Warehouse address:
746 Pohukaina St., Honolulu, HI 96813 (Look for the FITTED tent next to the BJ Penn Gym)

Pick up hours:



Thursday, November 27th, 2014 by

Aloha kākou!

We proudly present to you two special collections that will be releasing on Black Friday this year.



“No ka poʻe kahiko. He mea nui ka pō mahina ia lakou.”

The quote above roughly translates to “For the people of old, the phases of the moon were incredibly special.” For this year’s Black Friday release, we chose to expand on the uncomplicated, yet meaningful lifestyle of our ancestors, and the important role the moon played in their daily lives. Thus, we are naming our collection “Na Pō Mahina” which translates to “The Days of the Moon.”

The Hawaiian month consisted of 30 days, broken up into three 10-day phases, known as “anahulu” that would guide the Hawaiians in their daily life. These anahulu also coincided with the cycle of the moon, which helped them determine the best times for tasks such as planting and fishing. We also took a more macro approach to these anahulu, drawing parallels between the traditional meanings and modern ideology.

Hoʻonui (enlarge), the phase that is represented by a half-moon, was known to the Hawaiians as the best time to plant. We perceive this as the basic concept of starting a new task—the initial seed that gets planted and nurtured.

Nui Poepoe (remain large), the phase that is represented by a full-moon, was the 10-day span where the Hawaiians kept nurturing and caring for their plants, watching it grow. This is the concept of patiently putting in the effort because you see the value in it, and the finish line is in sight.

Ho’ēmi (decrease), the phase that is represented by a crescent moon, was the time to reap the benefits of the harvest, relax, and nourish your body—to live. As the moon decreases, they look forward to the next cycle. To us, this represents the end goal, the celebration and the understanding that it was all worth it.

Although our lives in today’s society may not seem as clear or simple, maybe we could benefit from taking a step back and having a clearer outlook on the continuous cycles and processes within our own lives. The ancient Hawaiians lived simpler and within their means, never doing more than what was needed. We shouldn’t overdo it or overwork ourselves. We all have tasks that need to get done and issues we need to take care of on a daily basis, but we mustn’t forget to take a break, reap the benefits of our hardwork and LIVE.

For this collection, we are releasing four New Era snapbacks, all of which contain 3M reflective material with a half-tone print of the moon’s surface silkscreened on it. The Hoʻonui Mua features a white 3M reflective crown with black front embroidery and cool gray eyelets. The reflective side New Era logo, back crest, and Hoʻonui label feature a brand new high density print technique to fuse them to the crown of the hat. The visor is wrapped in the 3M moon print to represent the half moon. It also features a black snap enclosure with black crown tag. The Nui Poepoe Aloha features the 3M moon print all over the hat, which resembles a full moon. It features high density printed labels around the sides and back, along with black Aloha embroidery, back snap enclosure, and crown tag. The Hoʻēmi Kamehameha features the same material layout as the Mua, except the 3M moon print only covers the outer edge of the visor, meant to represent a crescent moon. The Na Pō Mahina snapback features for the first time ever, Tyvek material on the entire crown and visor. Tyvek a thin durable weather-resistant material, used to protect exposed drywall during construction of new buildings. The undervisor and inner lining feature the 3M moon print. It also features high density printed logos around the hat, this time in black and swapping the name label for the signature crown on the right side. A white snap enclosure is seen on the back. The front logo features all four names of the hats around a constellation shape, as it is the collection hat that ties them all together. (IN-STORE PRE-SALE ONLY)