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10 Apr '15

SPRING/SUMMER 2015 DELIVERY “WEIGHT OF A PICUL”

Releasing in-store, online, and at select stockists this Saturday, April 11th. Please note that the ʻIliahi Tree Camo Aloha snapback will ONLY be available through our select stockists.
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Photos: Chris Fujimori (@cfujifilms)
Model: Kelsie Megan (@kelsiemegann)

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 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 ‘Iliahi 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
One of the cleaner, all-around hats from the collection. Featuring a burgundy crown with a black visor, along with our new ʻIliahi Tree Camo sublimated on a polyester poplin undervisor and top button. White embroidery is seen all around, which matches the white eyelets and snap enclosure. Due to the limited quantities produced and the large number of stockist fulfillments, we will not be releasing this hat in our flagship store or online. Please check with our stockists regarding their own release information.
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Le Fitted Tee – Military Green
Inspired by the art of Alphonse Mucha, whose style became the trademark for the Art Nouveau movement. Many artists within the movement focused on design reform to bring higher quality and improved standards to design and other goods, and we took their emphasis on quality and translated that to the historical value of the koa and ‘iliahi commodities to Hawai‘i.
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ʻIliahi Tree Camo Who The Crown Fits Tee – Black
Our standard logo tee with ʻIliahi Tree Camo fill and white outline, along with an infrared crown on the back.
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