23 Jul '15


Posted by admin in Koa, Spring, summer, Weight of a Picul, ʻIliahi
Releasing exclusively at FITTED, in-store and online this Saturday, July 25th.
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Model: Christian Aloisio
Aloha kākou!
Our Spring/Summer 2015 Delivery continues this Saturday with more items from the Weight of a Picul Collection. In these two seasons, we focus our attention to two of Hawaiʻi’s commodities that have proven to be incredibly important in Hawaiʻi’s socioeconomic growth. ʻIliahi, or Hawaiian sandalwood, dynamically shifted our economy with the introduction of the trade industry. Koa ushered in a new demand for quality materials in modern times, solidifying its place among the world’s finest woods. The name “Weight of a Picul” stems from the Asian unit of measure that was used when trading the sandalwood in the early 1800’s, defined as “the amount a man could carry on his shoulder” and equalled 133 1/3 pounds.
For this collection, we created two separate Real Tree Camouflage patterns based on the rare and endangered ʻIliahi Tree and the fine grain Koa Tree, both of which are endemic to Hawaiʻi. In each pattern we strive to highlight the trees for their distinct beauty and importance in Hawaiʻi’s history.
ʻIliahi Tree Camo Aloha Snapback
This snapback features a breathable black mesh crown with a neoprene visor also in black. The front Aloha logo is beautifully sublimated with our colorful ʻIliahi Tree Camo pattern, while the top button, eyelets and side embroideries are done in a bright infrared color. It also features a infrared/white back crest and white snap enclosure to complete the look. This is a FITTED exclusive, found only at our brick at mortar location and our online store.
Smoke Hawaiian Cigars Tee – White
Inspired by classic cigar boxes and royal living, this tee is presented as an ode to King Kalākaua and his love for fine cigars. He was known to grow his own tobacco and crafted cigars as a hobby, some even said to have a slight sandalwood flavor. On the back of the tee, King Kalākaua’s portrait is proudly displayed with surrounding ʻiliahi and sandalwood, along with our regal crest making a comeback from our classic Duke shirt, and “Smoke Hawaiian Cigars” written below. The crest is also printed on the front left chest.