Thursday, September 25th, 2014 by

Releasing exclusively in-store and online this Saturday, September 27th.








Aloha kākou!

Five years ago it was all a dream for Kamehameha Surf Team Head Coach Lea Arce. It took half a decade for the Native Hawaiian squad to win their first National Scholastic of Surfing Association (NSSA) High School Team Championship, which happened this past June in Dana Point, Calif. The Kamehameha Surf Team was the only school representing Hawai‘i at the NSSA Interscholastic Championships in June and narrowly beat San Clemente High School 110–107, ending the So Cal school’s 4-year reign. For the Kamehameha Surf Team Head Coach, who is a science teacher at Kamehameha Kapālama campus, this national title is a product of five years of sweat equity invested into the program.

“I’m very excited that the validation [of this NSSA High School Team National championship] is something I’ve been searching for a long time and I hope that this validates our team as a real surf team and that the national championship will open doors for other schools [in Hawaii],” said Coach Arce.

Although Gov. Neil Abercrombie named surfing as an official school sport in 2011, the Hawaii High School Athletic Association (HHSAA) has yet to implement a formal structure of events and competition format. Currently, OIA and ILH schools organize their surf teams as club sports and compete against each other under Hawai‘i Surfing Association. According to the Hawai‘i High School Athletic Association (HHSAA) regulations, it takes at least three schools to form a league and three leagues need to request a high school state surfing championship in order for the HHSAA to implement it.

“I’m hoping that with this championship it will solidify the need for surfing as an interscholastic sport in Hawaii,” Arce continued, “surfing can be used as a way to motivate these young men and women in their culture, but also their passion for that ocean and land as another outlet in addition to the sports that are already offered at schools.”

Arce was instrumental in forming the Kamehameha Surf Team and getting the current club-sport approved by the school’s administration in 2009. Since its formation, the Kamehameha Surf Team is undefeated in Hawai‘i with five consecutive state championships. At the time, the squad was formed to allow professional surfer Zeke Lau (class of 2012), who was a student at Kamehameha at the time, to compete in the NSSA Varsity Boys Shortboard division.

“Just being able to experience the whole team aspect is good for a student that surfs because not everyone is gifted to play football, basketball, soccer, etc. so having a surf team gives the other kids a chance to do something they love and be apart of a team just like every other sport,” says Zeke Lau.

“I think making surfing an interscholastic sport in Hawai‘i would just legitimize the sport just like football, baseball and basketball!”

What started as a way to allow Zeke Lau to compete in an additional division at NSSA Nationals has evolved into a showcase of excellence and the value of competitive interscholastic surfing. For the past five years, Fitted has supported the Kamehameha Surf Team with team hats, longsleeve shirts and towels for the NSSA National Championships.

This year, to celebrate the Kamehameha Surf Team’s first national title we are collaborating with our homies at Pai‘ea Projects on a limited-edition, neoprene Kamehameha New Era snapback in navy and “The Great” t-shirt in white and heather charcoal. The t-shirt design features Kamehameha I and relates to the heritage of the Native Hawaiian school and the fact that Pai‘ea was a skilled waverider himself. I mua…










(Photos courtesy of Paul Kema. Mahalo Paul!)


Friday, June 22nd, 2012 by

Available tomorrow, June 23rd.

Photos by Pai’ea Projects

Aloha kakou!

We’re very proud to introduce our first strapback New Era to the World. Our new Aloha strapback features a grey melton wool upper with white Aloha embroidery and a red brim with a brown leather strap, this hat is extra slick. White embroidery on the FITTED crest and tonal New Era logo. We’re also releasing a matching grey ASD Blocks tee with Aloha Served Daily in white and tonal block letters, white crown hit on the back. In light of National Go Skateboarding Day yesterday, we’d like to take some time out and give a big shout out to FITTED Team Rider Nate Nahina, who took home first place at the APB contest at A’ala this past Saturday. Check out Nate’s profile video after the jump, with the rest of the product shots.



Wednesday, February 29th, 2012 by

Releasing Saturday March 3rd.

Aloha kakou!

New Aloha Served Daily tee for release this Saturday in rasta colors, printed on black. Perfect for a Hot Rain concert or if you’re just out and about to nice up the dancehall.


Wednesday, October 5th, 2011 by

Releasing Aloha Friday, Oct. 7th

Text by Daniel Ikaika Ito, Photos by Pai’ea Projects

The O.G of Beer
Primo is the O.G. of the Hawaiian beer scene. Before green bottles were the preferred beers in Hawai‘i. Before BL’s and Silver Bullets made light brewskis cool. Before gangsta rap prompted the consumption of malt liquor. Primo dates back to 1897 and its name means “the best.”

Primo is the uniquely Hawaiian premium lager beer—crafted and instilled with the perfect lightness and taste for Hawai’i’s climate and lifestyle. It is rich and golden, with a unique flavor and aroma that comes from a touch of raw Hawaiian cane sugar.
Throughout the 60’s and 70’s the beer of choice for uncles, aunties, chicks and the boys was Primo. The brand went so far that it even had aloha shirts, shorts and hats. The beer came in short, brown bottles and even made it into the first verse of the quintessential Hawaiian song “Aloha Friday.”
“Here is where I sit, all cloudy and blitzed
with the Primo bottles lying everywhere
Got a guitar in my hand and a Wesson Oil can
Under my okole for a chair.”

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Most recently, watermen (Keone Watson, Shane Dorian, Micah Nickens, Matty Liu) and some investors have brought back the brown-bottled, Hawaiian beer. Primo is back in a big way: Have you had the pleasure of drinking a Primo Bombucha after a long day of work, paddling or surfing? It’s breathtaking!
Fitted is paying tribute to the iconic Hawaiian brewski with the release of a limited-edition, New Era snapback and party at Lulu’s. The Fitted x Primo hat is made out of neoprene– that’s wetsuit material for the kooks– and is the perfect hat for aspiring watermen or pool party ragers. It features the Primo logo in the front and can be worn in and out of the water.
To celebrate the release of the Fitted x Primo snapback the Aloha Served Daily boys are buying the beer at Lulu’s Waikiki on Friday night. Free Primo beer from 10 p.m. to Pau!

Included in this pack is a white Primo tee with the iconic Primo character rocking an Aloha Means Hello tee and FITTED black trilock slippahs, and a black tanktop with the local idiom, Chillaxin’ printed in blue in a familiar font. Primo. Chance ‘Em!. Shoots!
“It’s Aloha Friday, no work ’til Monday.
Doo be doo, doo doo be, doo be doo be doo be doo!”


Friday, June 24th, 2011 by


Tuesday, May 17th, 2011 by

The infamous He’eia pier Deli and General Store are now open for business. This east side landmark is currently under new ownership, those owners being Mark “The Gooch” Noguchi of Town Restaurant fame and the Vertical Junkies very own Blaine, Russ and Kanoe. They gave the neglected structure a much needed face lift with the help of family and friends. The Deli will be serving up local fare with aloha and the General Store will be providing the much needed fluids for your trip to the sandbar. If you happen to be in the area stop by and ask for “THE GOOCH,” tell him FITTED sent you! We caught up with Mr. Noguchi who also pulls double duty as head Chef during the recent blessing and grand opening and asked him a few questions. Enjoy.

46499 Kam Hwy.
Kaneohe, Hi. 96744

Tue. – Sun. 7am – 4pm.

Q: What foods most remind you of your childhood?

A: Small kid time, my grandmother used to make Japanese pickles that would stink up the whole house. Made me nauseous, I hated them. But now, looking back, my greatest motivators are the past and old traditions passed down. Like making Japanese pickles.

Q: Is your home fridge well stocked or almost empty?

A: Totally empty!! Only beer & a bottle of Fernet!

Q: What’s your must have kitchen utensil?

A: Suribachi (Japanese mortar & pestel)

Q: What’s your favorite comfort food?

A: AJB baby!! (All Jag Breakfast), something that makes the pain go away!

Q: What do you consider your specialty?

A: Coming to your house and making it happen.

Q: Are there any foods you dislike?

A: Not so much foods, I’m more about textures. Wet is good, slimeys is bad!!!

Q: Any last food for thought?

A: K.I.S.S. (Keep It Simple Stupid)

Photos By: Pai’ea Projects


Wednesday, March 16th, 2011 by

Releasing Saturday, March 19th

Aloha kakou

This Saturday, we’re paying tribute to a true legend and ex-mayor of Hawai’i, Frank Francis Fasi who physically left us a year and a month ago. Fasi was singly responsible for establishing TheBus which has won numerous awards year after year as America’s best public transit system. Besides celebrating Fasi’s great legacy and life, March also signifies the actual birth of TheBus, where it was previously known as Mass Transit Lines before March 1, 1971. While Fasi may no longer be here with us, his excellent achievements will forever live on in TheBus, that signature shaka as well as the Neil S. Blaisdell Center. Rest In Paradise, FASI!

Side note, shout out to Chris “Reezy” Rod who’s featured in the photo shoot, along with Blaine, Carl, Leslie, Crystal and Jorell of Hot Rain. Also, big shout out to Big Island Mike for the artwork

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Here’s a sneak peak of what to expect from Hot Rain’s upcoming album. SUPPORT LOCAL MUSIC.