FITTED HAWAII

Video shot 10 AM on October 22. One shot take baby!

There is an old Hawaiian proverb that reads “He ali’i ka ‘āina; he kauwā ke kanaka” which translates to “The land is a chief, man is it’s servant.” This has always been one of the main maxims in Hawaiian culture and we still embrace this school of thought to this day. Breaking the expression down in simpler terms, it means “Land has no need for man, but man needs the land and works it for a livelihood.” Our approach to all of our designs has always employed this philosophy, and although we don’t always work directly off the land, in a figurative sense, we have. The land that we firmly stand on gave birth to our culture, our history and our traditions – and we’ve always showed a great admiration and respect for this. Every thought that goes into our designs is extensively researched and done in a way that is most respectful and gracious to our ancestors and the culture that they gave rise to, and it’s this reverent consideration that has kept us both humble and established.

We feel there is an urgent need to share, and in some instances, re-educate the keiki, the ʻōpio (youth) and even ourselves in order to preserve a culture that has slowly been stripped away by psychological assimilation, conformity and deceit. For five strong years, we’ve stood up for what we profoundly believe in, searching for the best method to instill na’auao (knowledge) while paying close attention to aesthetics and detail, and we’re quite content with accomplishing these objectives. Nevertheless, without the continued support from you, the devoted customer, we would have never gotten to where we are now, no matter how much blood, sweat and tears we may have poured into the mix. Over five years of maturation, you’ve stood by us and have grown with us which is extremely rare to see in this line of business and this economy. With our deepest gratitude and respect, to put it simply Mahalo Nui Loa!

“When spiders unite, they can tie a lion down…”

5 Year pack includes a black longsleeve tee which reads AlohaHaters on the sleeves, a white tee with 5 kahilis, representing 5 years in business, a white tee with the word Chee-Hu on the front (word to Ted Danson) and three caps that represent the O.G. hats from our first release ever, switched up in newer designs: black Mua with gold embroidery, red Nihi with gold trilocks and a green and orange Aloha New Era. In addition is a special sticker sheet to commemorate the event.

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