Releasing exclusively in-store and online this Saturday, February 6 at 11am HST.
Please abide by the new safety guidelines while shopping in-store.
Aloha kākou!
When I first heard the line “I bet a trip to Maui on it” from track 8, “Can I Live” from the debut album from Jay-Z, I rewound it six times to make sure I heard it correctly. Did Jay-Z just spit Maui on what I considered a five mic album? In 1996 getting info was slow—very slow! Magazines, random MTV spots, and the back of album covers were the extent of catching a glimpse into what our favorite artists were up to. Being from Hawaiʻi, and the country at that, New York hip hop might as well been three planets away. I dug this line so much that 24 years later, it still bugs me out when I hear it.
Maui holds an exceptional place in Hawaiian cultural politics and power, and many paramount chiefs come from Maui families. A couple of years ago, we referenced Pi’ilani with our Vanguard design, and it has steadily risen in popularity. Tutu Keōpūolani, Mother of Liholiho, Kauikeaoli, and Naheinaena is a descendant of the Pi’ilani line as well as the daughter of Kīwalaʻō and granddaughter of Kalaniʻōpu’u, both were Hawaiʻi island Kings. With its beautiful lands and abundance of Wai, Maui makes it very famous for Kamaʻaina and visitors.
This collection’s theme took us on a journey through my roots, heavily influenced by “underground” hip hop and obscure references. Digging further into Jay-Zʻs career, you’ll find a song he was featured on with his mentor Jaz-O called “Hawaiian Sophie.” Maybe just an affinity at the time, but when one thought, Hawaii then was its exoticness, cheeky-vibed, and definitely misunderstood. We want to give Jay his props; he inspired us as young adults and continue to chart a path as an icon. Raised with metaphors and aspirational raps, we dreamt with these tales woven into our reality of life.
B.A.T.T.M. includes many feels of nostalgia and freshness. But it also consists of a chance to catch a quick getaway to the island of Maui! While CV-19 kept us close to the crib all 2020, we kept thinking how can we help people break these lock-down blues. So we partnered with some friends and formulated a plan to give two lucky customers and their guest of choice a two-night, three-day quick getaway (Didi Ah Yo style). It’s simple—any purchase of this collection will automatically enter you in the drawing. On Valentineʻs Day (Feb. 14), we will be announcing the winners on our @FITTED Instagram account. Some restrictions apply, but we will do our best to accommodate selected winners. Good luck!!!
Bet a Trip to Maui on it (B.A.T.T.M.) giveaway details:
Two prize packs, each including:
• Round trip tickets for two to Maui via Hawaiian Airlines
• Two-night stay at Andaz Maui at Wailea Resort
• Meal for two at Chef Sheldon’s restaurant, Tin Roof
• Tour of Maui Gold Pineapple Farm and Haliʻimaile Distilling Company
Must be at least 18 years old. Winners will need to make their reservations at least 30 days in advance and may be subject to blackout dates and flight availability. Prize expires Dec 31, 2021.
MAHALO SOPHIE 9FIFTY SNAPBACK
100% nylon ripstop base covered in a floral pattern inspired by the “Hawaiian Sophie” single album cover, with white embroidery on the front, right and back, yellow embroidery on the left side, and a black crest tag next to a white snap enclosure.
PLATEAU TECHNICAL SHORT – Sophie Floral
Features the floral pattern inspired by the “Hawaiian Sophie” single artwork in a blend of 98% polyester and 2% spandex, adhering to high craftsmanship standards under our TropTech Division. The front left side features our FITTED logo, and on the opposite side our Morale side seam tag is stitched right below the front right pocket, with a sizing spec label stitched on the inside of the same pocket, along with a TropTech label above the back right pocket. Technical details include a double-stitched elastic waistband, lenghtened drawstring with heat-shrunk rubber aglets over knotted ends, custom Trilock drop-crotch gusset, two mesh back pockets sealed by water-resistant reverse invisible zippers, and a keyring loop sewn into the waist on the wearer’s right side seam.
WORD LONG-SLEEVE TEE – Lagoon
Custom tie-dyed long-sleeve tee with the front design inspired by the overlaid text in the “Hawaiian Sophie” music video, and the back design inspired by Jaz-Oʻs Word to the Jaz album cover.
JAZ-O SOPHIE TEE – Pepper
Vintage band tee-style design featuring Jaz-O and Jay-Z with “Hawaiian Sophie” custom artwork and a white crown on the upper back.
CAN I LIVE TEE – Black
Design inspired by Jay-Z’s Reasonable Doubt album, which featured the track “Can I Live” and the line that inspired the giveaway, “I bet a trip to Maui on it.” A large, tonal and distressed graphic of Maui wraps from front to back, with the line from the song on the front and FITTED on the back printed in pink.
LEI SD TEE – Yellow / Black
LEI SD HOODIE – White / Heather Gray
Back design inspired by Jaz-O’s “Hawaiian Sophie” single artwork, with our logo on the front left chest.
