Releasing Tuesday, June 28th
Mahalo to everyone who came through to our Native Rights collaborative party with Cukui. We can’t thank you enough for your continued support! Also, many mahalos for supporting our J Boog x Westafa pack. For those who may have missed out the first time, we still have a few sizes left on our online store. They’re flying off the shelves quick, so be quick!
Tomorrow we’re releasing a black logo tee with a white logo fill and burgundy stroke, burgundy crown on the back.
Releasing Saturday, August 28th.
Aloha kakou!
This Saturday we’re unleashing our Pimper’s Paradise tee plus a brand new, custom Pride. The inspiration is pretty straightforward: although we live in a beautiful city that nearly the entire World considers paradise, beneath the surface there is a darker, grittier side, as with every city. It’s a great contrast of good and bad, yin and yang; we do sort of need both to have it balanced. Pride cap is all red upper with a white logo and tan brim / top button.
Releasing tomorrow, May 9th. Aloha is one of those defining, contagious words we practice, preach & sermonize; whereas Hawai’i is the groundation for “Aloha” which we represent and embody on a daily basis. Our island conjures up a sense of dignity, honor, gratification and pride in oneself. It’s the genesis of what makes our State so riveting. Whether you’re a local living abroad in Vegas or in a N.Y. state of mind, it ain’t hard to tell that we here at FITTED try to epitomize the Aloha spirit with our own informal twist. Our common goal would be to have everyone become an advocate of Aloha ʻāina somehow, spreading an infectious dosage of one love, whether you’re tilting a cold brew while sitting at a halftime show during a UH game or just sittin’ in da park. “Spread Aloha, it’s the Hawaii way.”
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Aloha.
Releasing Saturday (May 2nd). For the past 4 years now, we’ve been using cultural & societal references from both past and present in which we use to instill and implement into the majority of our merchandise / product. We’re all proud of our who we are, where we come from and what we represent; Hawaii being the main focal point. We sometimes normally delve deep into the history books to find the right components to use as our foundation for these goods, as with this pack. For those who don’t know, Kihei is not just a city in Maui, but also a shawl or cape which mainly royalty (ie. Ali’is) had the privilege to wear over their shoulders, either made of tapa cloth or handpicked feathers off certain birds. The second piece that’s featured in this pack has ties back to the Statehood of Hawai’i, which many of you may or may not now was fully illegal. We also have an interesting post which features a 7 part video that speaks on these matters. You can check that out right here. Basically, the statement behind this shirt is us holding things down for Hawaii as much as we can and trying to help carry on these traditions, practices and beliefs into these present-day times .
Aloha.
kū.pale: nvt. Defense; to defend, ward off.
The brand and name Defend Hawaii is now just as synonymous with just about every other local, cult-classic brand that has etched it’s mark on Hawaii’s underground scene. Their themes run anywhere from borderline anti-political messages and even esoteric sovereign issues at times. But the all around message is in the name, which is key: DEFEND HAWAII. Even though most of their designs prescribe a “Get Down or Lay Down” message, there’s a powerful ALOHA stamp behind everything. There’s also a strong physical and visual essence of pride, respect, honor and dignity on almost every design they’ve put out.
Aloha.
Survival. In these economic hardships, it’s not just ours, but any business’ modus operandi. In a financial decline such as the current one we’re all stuck in, it’s seriously survival of the fittest. Small businesses need to be able to stay alive & flourish, in turn keeping the economy a bit more stable. The tables have turned slightly, it’s now where the small fish eat the big fish. As vicious as this may sound, it’s all too true. That’s why we at FITTED stress the Support & Buy Local strategy so much. We decided to revisit this vintage slogan & design from our early seasons. “Survival Of The FITTED.” It’s a bold statement, and one that we stand behind 100%. On a heather gray tee is Survival of The FITTED printed across the chest in white, orange and green. The back sees a crown with a white & green stroke. Hit the jump for even more pics.
Aloha.
Pull up a chair & have a seat. Pay close attention. Class is in session. Let’s briefly discuss the Hawaiian Renaissance (also known as the Hawaiian Cultural Renaissance) which was an reawakening or revival, if you will, of our contrasting Hawaiian cultural character and distinctiveness during the early ‘70s. Contemporary Hawaiian music artists such as Gabby “Pops” Pahinui (of Sons Of Hawaii fame) helped play an integral role in this cultural movement / resurgence. With this renaissance, there was a reasserted curiosity and interest in pidgin, Hawaiian language, Hula, Hawaiian studies & traditional Hawaiian arts. Before this enlightening cultural rejuvenation, there was the Merrie Monarch Festival (which they still run to this day) established by George Na’ope. The Merrie Monarch Festival helped resurrect the artistry, history, study and practice of archaic hula. Hit the jump for more (detailed) pics.
