Tuesday, November 26th, 2013 by

Releasing in-store on Black Friday, November 29, 2013. We will open at midnight and we will close when everything is sold.

po pauole

Black Friday has always been an important day for us. We strive to create an event that you—our ‘ohana—will enjoy coming to and leaving from. For us itʻs not just a sale, but a great experience.

Last year we embraced the dark with our ‘Ele‘ele Ambush in the Night collection. This year we wanted to explore the dark a little deeper, through the teachings of our Hawaiian ancestors. While cultures around the world have their own beliefs on the creation of life, ancient Hawaiians used the Kumulipo (creation) chant to tell their story. They believed that the creation of life happened in 16 wā, or eras—the first 8 wā in darkness, and the second 8 wā in light.

The belief that essence preceded existence is the basis of our Black Friday collection, aptly titled “Pō Pau‘ole,” which roughly translates to “never-ending darkness.” It is our respectful nod to the Kumulipo chant and our way of sharing the story of creation with you.

Using five snapbacks as our canvas, we’ve commissioned our good friend Shawn Kaho‘olemanaʻs incredible natural photos to help paint the picture of Pō Pauʻole and creation in an amazing visual narrative.

Shawn is one of our oldest friends here at FITTED. We really respect and love what he is doing now, and to be able to work with him and showcase his amazing work is truly an honor.


We asked him to tell us a little more about himself, and here are his words:

“O aloha mai kakou. O Shawn Kahoʻolemana Naone koʻu inoa a he Hawaiʻi. Noho au i Palehua aka no Aliapaʻakai mai au. My name is Shawn Kahoʻolemana Naone and I am Hawaiian. I live in Makakilo but was raised in Salt Lake. I am a student with two concurrent majors, one in Native Hawaiian Studies and one in Social Work.  I went through many years of life with minimal curiosity on what it meant to be kanaka ʻoiwi (Native Hawaiian), in fact I never realized that I had a kuleana (responsibility) to learn and share what my kupuna had practiced and lived so many hundreds of years ago. I lived with this huikau (confusion) for many years until I discovered the value of my culture, the Hawaiian culture. This huikau I feel is one of the main reasons Native Hawaiians are the leaders in the demographic of the incarcerated, the homeless, the substance abusers, and the diasporic.

“I started to document my journey of what I learned in and out of the classroom, and at the same time I got to share my culture to those who were in the same boat as I. My philosophy on photography is a complex one but then again, aren’t all Hawaiians living in this ever changing modern day and age. The word for picture is kiʻi, but it also means image, picture, statue, tiki, likeness (as in art imitating life or more importantly vice versa), and also it means to fetch, to acquire, and obtain. So it is my paradox as well my opportunity to be pono in my art by taking a picture without actually talking but observing and giving a response to what I see. I try to makawalu others by showing the multiple angles of a certain object, and how it’s juxtaposition affects everything around it and that we are all connected. There are many ways of seeing one thing.”

Below are the five pieces of the Pōpauʻole narrative, using descriptions based on Shawnʻs own writings. Each hat will be on sale for $39.99.




Friday, November 22nd, 2013 by

Releasing in-store and online this Saturday, November 23, 2013.

We Don't Fly Half Fast

Aloha kākou!

Hawaiians were always taught to look at things from all perspectives. While the ‘io (hawk) is in flight, it maintains a watchful eye over all that occurs. A hunter with impeccable vision and prestige, he shall forever be an aliʻi of the sky. This is precisely why the ‘io adorns the morale patch of our military inspired airborne collection. Our squadron creed “We Don’t Fly Half Fast” embodies our commitment to excellence in all that we do with zero hesitation. We don’t fly half fast, we fly FULL SPEED.

The 1st wave of our D1 collection consists of 7 t-shirts for men, and 1 for the ladies. All garments feature our special mil-spec label.

“Fly or Fall” Raglan Tee – Black/White (60% Cotton, 40% Polyester)
Featuring our new ‘io morale patch graphic over the heart, with our “AIRBORNE ASD-116” squadron moniker above.




Click for more images



Friday, October 25th, 2013 by

Releasing Saturday, October 26th. In-store, online and at these fine retailers.

Aloha kākou!

Update: Releasing this Saturday is FALL 2013 wholesale line “Navigators of the Unknown.” Here are the detailed images of all of our product from the fall look book.


FITTED “Logo” Tee – Black – Military Green / Infrared




Click for more images


Monday, July 15th, 2013 by

Releasing in-store and online Tuesday, June 16th.


Aloha kākou!

You asked, and we answered. Our first New Era FITTED offering for Summer 2013 drops tomorrow, in-store and online. A brand new, fresh Kamehameha FITTED with green Kamehameha stitching on a black cap with orange underbill and button; blacked out FITTED crest, crown and New Era hits. Corresponding with the Kamehameha FITTED is an all orange Cheehuu t-shirt with hints of white and green on the front and back. 100%, breathable cotton. See you all tomorrow! Cheeehuuuu!





Friday, June 14th, 2013 by

Releasing Saturday, June 15th. In-store and online.


Aloha kākou!

Our Summer D1 & D2 release which we previewed yesterday is right around the corner, but before we drop the official Summer line, we’ll be releasing our Pre-Summer 13ʻ capsule collection tomorrow at 11 AM HST. The capsule consists of a wide variety of womens tees, raglans and tanks. Nine to be exact, with some very familiar graphics, including our “Glassy” design (featured in a tee, racerback tank and raglan), “Native” (racerback tank and tee), “Aloha Means Love” which is a brand new design (racerback tank, tee and raglan), “Aloha Summer” and “Aloha Means Hello & Goodbye.” Please note, all racerback tanks and tees are made of 50% combed cotton and 50% polyester, while the women’s raglan tees are 100% combed cotton.

























Available this Saturday, in-store (FITTED), online with select items being offered at Blue Hawaii Surf.

Hair By: Holly Tomita
Makeup By: Bailee Nakaahiki
Model: Kaimiahu


Thursday, June 6th, 2013 by


Aloha kākou!

For this week’s Moʻolelo / #tbt we take a few steps back to August of 2011 when we originally released our Island Love tee which took lyrics from Peter Moon Band’s song of the same name. “Juice from the Mango, Milk from the Coconut, Bud from the Cannabis… I can’t smoke enough!” Cue that song up in your iTunes, light up a spliff Backwoods and zone out to some classic, contemporary Hawaiian music.


Friday, May 17th, 2013 by

Releasing Saturday, May 18th.


Aloha kākou!

Tomorrow, along with our regular release, we’re dropping our collaboration with HellaFlush whom will also be at the Slammed Society event at Ke’ehi Lagoon. on Sunday The event goes down at 12 pm. You’ll be able to purchase them at our shop as well as online.

Keehi Lagoon Memorial
2685 N Nimitz Highway
Honolulu, HI 96819
Staging Roll-in: 9AM
Please arrive on time, but not earlier than 9AM.
Roads may be closed due to another event.
Gates open to the public at 12PM



Friday, April 5th, 2013 by

Releasing Saturday, April 6th.


Aloha kākou!

We’re proud to present Saturday’s drop which consists of 2 brand new hats, a camp 5-panel and Hulu snapback. The first in this line-up is all black with our Hulu graphic which features our FITTED crest surrounded by a stack of trilocks and two feathers all stitched in black tonal; red sweatband and white snap. On top of this, we have our FITTED script “Scribe” which features gray on the two side panels and red in the middle, with FITTED in script stitched on the front; red sweatband, black brim and eyelets. To tie everything together, we have our Trilocks tee printed on all black with a gradient trilock print that goes from dark to bright neon green on the front, running the length of the t-shirt (a nod to the Airmax 95s); black crown hit on the back, as well as our Scribe FITTED script tees in red with white print and gray with black print.



Friday, March 8th, 2013 by

Available for sale tomorrow. PLEASE NOTE: Black Pow Wow x MEGS tee is an ONLINE EXCLUSIVE! Pow Wow Snapbacks will be available online and in-store. All other product will be available in-store!


Aloha kākou!

For those who may have missed out on it the first time around, weʻll be releasing a very limited edition run of the Pow Wow x FITTED pack tomorrow morning at 11 AM. We cannot stress enough how limited these are! Included in this pack are our special Aloha Pow Wow snapback which features our FITTED island camo pattern in green and black with pink Aloha stitching, button, New Era hits and Pow Wow stitching on the back; available IN-STORE AND ONLINE. The black FITTED x MEGS x Pow Wow tee is an ONLINE EXCLUSIVE as we mentioned up top, while the Aloha island camo tee (white) and Aloha island camo tank (black) will be in-store only. See you all tomorrow!



Wednesday, January 23rd, 2013 by

Available for sale in-store and online now.


Aloha kākou!

New update for today, with another new release. We’ve brought back yet ANOTHER fan favorite, our Sons of Aloha tee. Although slightly different this time (see photo below), we’ve given our Grim Reaper a mahiole, an Ahu’ula, a lei o manō (sharks tooth weapon) and a spear (ihe).