OBSERVATION COLLECTION

Friday, November 17th, 2017 by

Releasing exclusively in-store and online this Saturday, November 18 at 11am HST.

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

BRIGANTE 9FIFTY SNAPBACK
This new Brigante snapback features dual-layered construction with black cotton mesh over an olive base. The front logo is stitched in assorted colors, while the side logos are orange and the back crest is orange and white. The top button and inner sweatband are also orange, tying nicely to the EEF (Element Earth Fire) pattern on the undervisor. A white snap enclosure finishes the look.

FRONT

BACK

LEFT

RIGHT

BOTTOM

 

CHISELED SCREE JERSEY – OLIVE
We’re bringing out a new olive color for our Scree jersey, a completely brand-new silhouette introduced under our TropTech cut and sew program. The body is a premium breathable mesh henley with a two-button collar, sporting a Hawaiian flag patch on the wearer’s right sleeve and a Tyvek care label is sewn into the back collar. The large stitched number 4 on the back is a nod to the traditional Hawaiian system of counting, in which they counted in multiples of four. “Fitted” is embroidered in white on the wearer’s left chest in a custom chiseled font, inspired by the way our ancestors used a koʻi (adze) to carve out the hulls of the canoes.

FRONT

BACK

 

BASIN PREMIUM TEE – ORANGE
Our premium Basin tee arrives in orange, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

FRONT

BACK

 

SYSTEM PERFECTION CREST TEE – BLACK
This seasonal design features an illustration of a traditional ahupuaʻa filled within our crest logo. A crown is printed on the back, with 30 phases of the moon and the words “360/365″ underneath, which are a nod to the old Hawaiian lunar calendar—30 days in a month, 12 months in a year—versus the modern calendar we use today (360 versus 365).

FRONT

BACK

 

CHISELED TEE – NAVY
A new logo tee specially made for this collection with the name Fitted written in a custom chiseled font, inspired by the koʻi (adze), which ancient Hawaiians would use to carve canoes out of large trees. It also features the same design on the back as the System Perfection Crest tee above.

FRONT

BACK

OBSERVATION COLLECTION

Friday, November 10th, 2017 by

Releasing exclusively in-store and online this Saturday, November 11 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

MUA 59FIFTY
This new Mua features a black crown with washed denim visor and top button. The front and side embroideries are white while the back embroidery is black and white. It also features a tri-colored satin lining, showcasing all three seasonal patterns—EEF, EWS, and EPT.

FRONT

BACK

LEFT

RIGHT

BOTTOM

 

BASIN PREMIUM TEE – BLACK
Our premium Basin tee arrives in black, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

FRONT

BACK

 

SYSTEM PERFECTION CREST TEE – LIGHT BLUE OR OLIVE
A new seasonal design featuring an illustration of a traditional ahupuaʻa filled within our crest logo. A crown is printed on the back, with 30 phases of the moon and the words “360/365″ underneath, which are a nod to the old Hawaiian lunar calendar—30 days in a month, 12 months in a year—versus the modern calendar we use today (360 versus 365).

FRONT

BACK

FRONT

BACK

 

SUPERIOR MOVEMENTS LONG-SLEEVE TEE – BLACK
This new Superior Movements tee comes in black and features a large watch face on the back with moon phases running down the sleeves, portraying a juxtaposition of modern time-keeping next to the old Hawaiian way of telling time.

FRONT

BACK

OBSERVATION COLLECTION

Friday, November 3rd, 2017 by

Releasing exclusively in-store and online this Saturday, November 4 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The Ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

KAMEHAMEHA 9FIFTY SNAPBACK
Our new EPT (Element Plants Trees) pattern covers this Kamehameha Snapback, which also utilizes brass eyelets, white snap enclosure, white front logo, dark green side embroideries, and dark green and white back crest.

FRONT

BACK

LEFT

RIGHT

 

CHISELED 9TWENTY CURVED VISOR STRAPBACK
The Chiseled FITTED logo arrives on a 9TWENTY strapback, with the front, back, and side embroideries in black on a pristine white base.

FRONT

BACK

LEFT

RIGHT

 

BASIN PREMIUM TEE – PINK
Our premium Basin tee arrives in pink, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

FRONT

BACK

OBSERVATION COLLECTION

Friday, October 27th, 2017 by

Releasing exclusively in-store and online this Saturday, October 28 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with the next delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The Ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

ALOHA 59FIFTY
Our latest Aloha design is stitched on 100% polyester poplin, dipped in our new EWS (Element Water Sky) pattern and sporting brass eyelets. The front stitching is white, while both side embroideries are navy blue, and the back crest is stitched in navy and white.

FRONT

BACK

LEFT

RIGHT

 

BASIN PREMIUM TEE – OLIVE
Our premium Basin tee arrives in olive, utilizing the same premium construction as past seasons, but with a few slight enhancements. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

FRONT

BACK

 

TECHNIQUES TEE – HEATHER GREY
The Techniques design was inspired by the expert wayfarers of our past, who observed the night sky and figured out how to make the stars work for them, guiding them along their journey across the Pacific.

FRONT

BACK

OBSERVATION COLLECTION

Thursday, October 19th, 2017 by

Releasing exclusively in-store and online this Saturday, October 21 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

We continue the narrative of our Observation Collection with a second delivery this Saturday, exclusively in-store and online.

For the inspiration behind this collection, we look to our Hawaiian ancestors, who sparked innovation and change by being makaʻala (aware) and observing all things around them, then transforming that observation into constructive solutions.

The Ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the community. They observed the land and organized the communities in a way that followed the slope of the land and resources were perfectly utilized. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of time, seasons, and direction.

Throughout the Observation Collection, three brand new patterns are utilized, each stemming from natural elements that provide daily life, as well as the tools our ancestors used through applied observation:

ELEMENT EARTH FIRE / EEF: Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS: The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT: Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

Kamehameha 9FIFTY Snapback
Featuring unique construction, this Kamehameha snapback offers a two-layered design, with light pink cotton forming the base and black cotton mesh layered over it. It also features white front and side embroideries, as well as a white snap enclosure, while the inner sweatband is light pink and the back crest is stitched in light pink and white.

FRONT

BACK

LEFT

RIGHT

 

ASD Block 9TWENTY Curved Visor Strapback
We’re also releasing a light pink strapback featuring a small ASD Block embroidery on the front in white, along with a white New Era logo and white crest on the back.

FRONT

BACK

LEFT

RIGHT

 

Basin Premium Tee – White
This is our first Basin tee since our Tradewinds collection, utilizing the same premium construction as before, but with a few slight adjustments. Still built under our TropTech label due to its technical activewear properties, this silhouette also retains its signature large trilock gusset on the back and small trilock gussets on the sides, this time in the same color as the body, as well as the ASD tag stitched into the yoke and contrast-stitched trilock label on the back collar. New this time around is a Tyvek care label on the inside bottom left of the wearer’s front, and a straight bottom hem all the way around.

FRONT

BACK

 

Chiseled Tee – Black
A new logo tee for this collection has been designed, with the name Fitted written in a custom chiseled font, inspired by the koʻi (adze), which ancient Hawaiians would use to carve canoes out of large trees. Under the crown on the back, there are 30 phases of the moon along with the words “360/365,” which are a nod to the old Hawaiian lunar calendar—30 days in a month, 12 months in a year—versus the modern calendar we use today (360 versus 365).

FRONT

BACK

OBSERVATION COLLECTION

Friday, October 13th, 2017 by

Releasing exclusively in-store and online this Saturday, October 14 at 11am HST.

OBSERVATION

OBSERVATION

OBSERVATION

OBSERVATION
Photo: @jasonjko
Model: @chrisrockemwell

Aloha kākou!

This Saturday, we proudly introduce the first delivery our newest collection—aptly titled Observation—with its aesthetics born from the idea of developing fundamental solutions through applied observation.

As designers, our ultimate goal is to observe all aspects of a project and come up with a successful visual solution. And of course we strive to do that on a daily basis through our products—but in a more substantial capacity, we look to our Hawaiian ancestors for the truest examples of applied observation.

The ahupuaʻa system, for instance, was a brilliant solution to the growing population and the need to sustain the people within the community. They observed the land and organized the communities in a way that followed the slope of the land and utilized the resources perfectly. Everyone within their ahupuaʻa had a duty to fulfill, became masters of their skillset, and always practiced aloha and laulima (cooperation).

A more detailed example is undoubtedly the brilliant wayfinding navigational skills that brought our ancestors to Hawaiʻi and throughout Polynesia. The original voyagers observed birds that migrated away for long periods of time and came back every year, concluding there must be more land out there. Watching other species of birds helped them understand when land was near or which trees were perfect for carving into canoes. They studied the waʻa kaukahi (single-hull canoes) and learned that making a unique modification would help withstand a longer journey, resulting in waʻa kaulua (double-hull canoes). And most importantly, they observed the stars, ocean tides, and the earth’s rotation, giving them a measure of direction, seasons, and time.

With the Observation collection, we look to mahalo the hard workers that came before us, sparking innovation and change by being makaʻala (aware) and observing all things around them. Those who helped build the culture that we now strive to sustain.

Three patterns are used throughout the Observation Collection, each stemming from natural elements that provides daily life, as well as the tools our ancestors used through observation:

ELEMENT EARTH FIRE / EEF
Flowing strokes of warm colors mimic fire bellowing in the air, and the movement of the earth underneath.

ELEMENT WATER SKY / EWS
The cool wavy colors are inspired by the ocean’s currents and the movement of clouds through the sky.

ELEMENT PLANTS TREES / EPT
Shades of green intersect and cut through each other like wind-rustled leaves and tree canopies swaying in the wind.

We’re also showcasing brand-new and updated cut and sew pieces for this collection—utilizing premium materials in our own custom-tailored—with special attention paid to the technical construction, placing them within the highly stringent standards of our TropTech line.

 

Mua 9FIFTY Snapback
Crafted in 100% polyester poplin, this Mua features the EEF (Element Earth Fire) pattern covering the entire crown and visor, with brass eyelets and a white snap enclosure. The front Mua is stitched in white and shades of orange, while the side New Era logo and side crown are white, and the back crest is orange and white.

FRONT

BACK

LEFT

RIGHT

 

Chiseled Scree Jersey – Black
The Scree jersey is a completely brand-new silhouette introduced under our TropTech cut and sew program. The body is a premium breathable mesh henley with a two-button collar, sporting a Hawaiian flag patch on the wearer’s right sleeve and a Tyvek care label is sewn into the back collar. The large stitched number 4 on the back is a nod to the traditional Hawaiian system of counting, in which they counted in multiples of four, based on the amount of fish that one could hold in each hand. “Fitted” is embroidered in white on the wearer’s left chest in a custom chiseled font, inspired by the way our ancestors used a koʻi (adze) to carve out the hulls of the canoes.

FRONT

BACK

 

Superior Movements Long-Sleeve Tee – Orange
Created just for this collection, this new design features a large watch face on the back with moon phases running down the sleeves, portraying a juxtaposition of modern time-keeping next to the old Hawaiian way of telling time.

FRONT

BACK