A/W TRADEWINDS COLLECTION

Thursday, November 10th, 2016 by

Releasing exclusively in-store and online this Saturday, November 12 at 11am HST.

TRADEWINDS

TRADEWINDS
Photo: @jasonjko
Model: @salvacio90

 

Aloha kākou!

This Saturday, we continue our seasonal delivery with the next release from our A/W Tradewinds Collection. Our natural tradewinds are unique and special to our islands, evoking a welcoming and affectionate reaction when they breeze through. Frequently described as a “natural air conditioner,” we not only look forward to the trades for the cool climate it brings, but also as a signal of calm and pleasant weather for outdoor activities such as surfing, fishing, or boating, which all heavily depend on great weather conditions.

For visual inspiration, we look to the old Hawaiian olelo noʻeau (proverb): “Ke kupu, o ka ʻaina ua malie, ua au koaʻe,” which translates to “The natives of the land declare that the weather is calm when the tropic bird travels afar.” The koaʻe (tropic bird) thus became symbolic as a sign of great weather when soaring far out at sea. Throughout the collection, there are numerous references to the koaʻe, along with nautical elements and climate map imagery, to help strengthen the overall aesthetic vision.

Two new patterns were created based on a climate map of the Pacific Ocean—TRDWND_EARTHBLUE and TRDWND_BLACKNIGHT—showing the wind direction as it flows during the hoʻoilo (wet) season in Hawaiʻi. We’ve also put extensive focus and care into our cut & sew program, introducing new pieces throughout the collection that are geared toward highly technical construction through our new TropTech tier, as well as premium lifestyle construction through our new OutFitted tier. And as usual, all items from this A/W Tradewinds Collection are limited in size and quantity and will not be reproduced.

 

Tradewinds Kamehameha Snapback
Our first patterned New Era release of the collection, featuring the new TRDWND_EARTHBLUE pattern printed all over the 100% polyester crown and visor. The front logo is stitched in a complimentary navy blue, while the eyelets and side logos are white. It also features a navy/white back crest logo, contrasting red sweatband, and ASD/Flag tag near the white snap enclosure.

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ʻIniki Tee – Black or Navy
Some of you may be familiar with Hurricane ‘Iniki, while some may be too young to recall. The Category 4 hurricane that tore through Kauaʻi on September 11, 1992 (yes, 9/11) was the most powerful hurricane to hit the Hawaiian Islands in recorded history. The image depicted on the front of this tee shows a couple of bystanders watching the severe wind and rain that swept through the islands, with our logo below the bottom right corner. The back features our crown above the collection’s signature mark—the letter F next to the nautical sign flag for F, stylized with tri-locks.

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A/W TRADEWINDS COLLECTION

Friday, November 4th, 2016 by

Releasing exclusively in-store and online this Saturday, November 5 at 11am HST.

TRADEWINDS
Photo: @jasonjko
Model: @chrisrockemwell

 

Aloha kākou!

This Saturday, we continue our seasonal delivery with the next release from our A/W Tradewinds Collection. Our natural tradewinds are unique and special to our islands, evoking a welcoming and affectionate reaction when they breeze through. Frequently described as a “natural air conditioner,” we not only look forward to the trades for the cool climate it brings, but also as a signal of calm and pleasant weather for outdoor activities such as surfing, fishing, or boating, which all heavily depend on great weather conditions.

For visual inspiration, we look to the old Hawaiian olelo noʻeau (proverb): “Ke kupu, o ka ʻaina ua malie, ua au koaʻe,” which translates to “The natives of the land declare that the weather is calm when the tropic bird travels afar.” The koaʻe (tropic bird) thus became symbolic as a sign of great weather when soaring far out at sea. Throughout the collection, there are numerous references to the koaʻe, along with nautical elements and climate map imagery, to help strengthen the overall aesthetic vision.

Two new patterns were created based on a climate map of the Pacific Ocean—TRDWND_EARTHBLUE and TRDWND_BLACKNIGHT—showing the wind direction as it flows during the hoʻoilo (wet) season in Hawaiʻi. We’ve also put extensive focus and care into our cut & sew program, introducing new pieces throughout the collection that are geared toward highly technical construction through our new TropTech tier, as well as premium lifestyle construction through our new OutFitted tier. And as usual, all items from this A/W Tradewinds Collection are limited in size and quantity and will not be reproduced.

 

Hōʻailona Snapback
This brand new Hōʻailona (which translates to “symbol” or “omen” in Hawaiian) snapback showcases the iconic profile of the koaʻe (tropic bird) flying forward on both sides, outlined in white on a black base. The back features a white crest above a white snap enclosure, and to the right is our crown stitched above an “F” and the nautical signal flag that represents the letter “F” in a stylized tri-lock pattern. The Hōʻailona snapback also features red eyelets, white New Era logo, and green undervisor.

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Tradewinds Umbrella
We’ve created a brand new umbrella to add to our accessories catalog, featuring high quality materials and construction to endure the elements. The 52″ diameter canopy is made from 90% cotton/10% polyester pongee fabric which is known for its quick-dry, anti-tear characteristics, and features our new TRDWND_BLACKNIGHT pattern printed across the top along with our FITTED logo and crest on opposing sides. The Tradewinds Umbrella has a length of 40″ when fully closed, and comes with a black protective cover with our logo printed in white. Additional features include fiberglass ribs and shaft, manual opening with safety release, and SENO rubber coated handle with retractable tip cup and pistol grip.

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Koaʻe Tee – Black, Red, or Heather Grey
The Koaʻe tee complements the Hōʻailona snapback with its use of the koaʻe illustration on the back, which is filled with the TRDWND_BLACKNIGHT pattern. Below that are traditional nautical signal flags stylized with tri-locks. Each flag represents a letter, spelling out “FITTED.” The front of the tee features our updated crest sitting atop the latitude/longitude coordinates for a geographic area known as Kou in ancient Hawaiʻi, one of the original names for the city of Honolulu. Under that is the letter “F” next to the nautical flag that represents the letter “F.”

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A/W TRADEWINDS COLLECTION

Friday, October 28th, 2016 by

Releasing exclusively in-store and online this Saturday, October 29 at 11am HST.

IMG_8288

IMG_8304

IMG_8350
Photo: @jasonjko
Model: @salvacio90

 

Aloha kākou!

Aside from the breathtaking scenery and abundance of sunshine that the Hawaiian islands provide, one of best traits is actually invisible to the naked eye (unless of course you count the swaying trees)—our natural tradewinds. Those cool winds flowing in from the north east to south west bring a level of comfort that’s second to none. Some people call our trades a “natural air conditioner,” but however it’s described, it’s always with affection. Just saying the term “tradewinds” evokes a sense of elation and tranquility in any local, almost as if a cool breeze just whisked by at that exact moment.

The tradewinds are not only relied upon for their cool climates. Just as rain can have a significant effect on outdoor lifestyle in Hawaiʻi, so too can the wind. Daily activities such as fishing, surfing, or boating all rely on the weather patterns to determine success. Ancient Hawaiians looked to the koaʻe (tropic bird) to help them while they sailed as well, as evidenced by the proverb:

“Ke Kupu, o ka ‘aina ua malie, ua au koaʻe.”
(The natives of the land declare that the weather is calm when the tropic bird travels afar.)

This olelo noʻeau points to a form of hoʻailona (omen or sign), which signaled nice calm weather when they saw a koaʻe flying far out at sea.

Although the tradewinds come and go all throughout the year, it’s important to note that we still experience seasonal changes in the weather as well—subtle as they may be—which argues against the common misconception that Hawaiʻi has no seasons. Unlike the four drastic seasons seen elsewhere in the world, we normally only fluctuate between two—hoʻoilo (wet) and wela (dry).

This unique collection was curated around the theme of tradewinds and our unique weather, and also pulled inspiration from nautical elements, the koaʻe (tropic bird), and climate imagery to help strengthen the aesthetic vision.

With extensive focus and care put toward our cut & sew program, we will be introducing new pieces throughout the collection, geared toward highly technical construction through our new TropTech tier, as well as premium lifestyle construction through our new OutFitted tier.

We’re also introducing a new graphical element specifically designed for this season, based on a climate map of the entire Pacific Ocean, showing the system of winds as it flows throughout the ocean based on our current hoʻoilo season. Two new patterns were then created from this and used throughout the collection—TRDWND_EARTHBLUE and TRDWND_BLACKNIGHT, featuring the same map but in light and dark variations, respectively.

 

Breezy Unstructured Strapback – Black or Olive
This private-label strapback features our new Breezy logo that was created for this collection, which depicts FITTED in an italicized font, along with motion lines and a small koaʻe (tropic bird) at the front, invoking a fast movement feeling. The left side features the F from our new 10 year logo next to a geometric shape filled with trilocks. The shape is actually a stylized version of the universal nautical signal flags used by the coast guard on the open ocean, with each geometric flag representing a different letter. The flag shown on the hat represents the letter F. Above that are the latitude/longitude coordinates for a geographic area known as Kou in ancient Hawaiʻi, one of the original names for the city of Honolulu. The back features our motto stitched above the adjustable strap, while the right side features our standard crown. On both hats, the embroidery and eyelets are stitched in white.

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Tradewind Runners Tee – Black, Red, or Dark Green
This tee features a sailing flag on the front left chest, along with a bigger version on the back in front of Diamond Head, clouds, and several birds. Above that is our standard crown, and below that is our logo as well as “Tradewind Runners” and the same latitude/longitude coordinates mentioned above.

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