Brand new collaboration between our San Jose bredren Cukui and ourselves and is now available at both our store and Cukui’s location. We’ll let them explain it…
“This Friday, November 19th, we’ll be releasing our second collaboration tee with our extended ohana out in Hawaii, Fitted Hawaii dubbed “Native Sharks”. They will also be releasing an exclusive colorway in Hawai’i. To go along with this T we will also be releasing one of Fitted Hawaii’s newest designs in there ever growing collection: The Nihi. Nihi means to move stealthily, quietly. An example would be when one goes boar hunting in the forests, one must blend in with the surrounding environment and reshape from prey to predator. The cap is dipped in camouflage with a pyramid of purple trilocks on the front, purple New Era hit on the left.”
That’s not all… We also have another T shirt releasing “Tiki Logo T.” To go along with this T we have another Fitted Hawaii cap, the A’o Ikaika chambray Kamehameha, tan upper with a blue brim.”
This Saturday we’re unveiling our aptly dubbed Locally Owned pack with our first zip-up hoody of the bottom of 2010. The hoodies reference a classic and iconic logo from the late 80′s / early 90′s era. If you were a young’n or teenager back then, you were guaranteed to see these logos everywhere. We’ve flipped this into our own design with the FITTED crest on the front and Locally Owned on the backside. Coinciding with this release is a black denim Nihi with red tr-locks, red crest, crown and New Era logo, a white tee dubbed Four Banger which features four Aloha Served Daily logos in orange, green, blue and yellow and black crown on the back. Last but not least, we have a white longsleeve tee with red trilocks on the front chest and FITTED in red running down both sleeves. This is a banger, don’t get caught with the cousin of death!
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.
We hope everyone has been enjoying the revamped site and spending quality time on our new online shop. A lot of hard work went into it; special big Mahalos to Chris Kalima at Airspace Workshop for the (re)design and development. Back to the releases. We’re proud to unveil yet another design in our ever growing collection: The Nihi. Nihi means to move stealthily, quietly, example would be when one goes boar hunting in the forests, one must blend in with the surrounding environment and reshape from prey to predator. The cap is dipped in camouflage with a pyramid of purple trilocks on the front, purple New Era hit on the left.
With the t-shirt, we’ve revisited a classic: Ashy To Classy in a light gray, with colors that tie back to the Nihi New Era.