21 Dec '10


Releasing tomorrow, Dec. 22nd (simultaneously online and in-stores)

Fitted will release the Support Local Surfing New Era trucker hat this Wed, Dec. 22. This collaboration from Fitted and surf photographer Zak Noyle is a limited edition piece: 80 caps will be available in the store and 50 will be available online at FITTED. There is also a matching tanktop with the Support Local Surfing New Era– 30 tanktops available in store and 20 available online at FITTED. The first person to purchase the hat from the store and online store will receive a framed signed Zak Noyle photo.
“I wanted to make something that Hawai‘i surfers wanted to wear and had a purpose to it– Hawai‘i is the epicenter for surfing and the birthplace of wave riding so we have to support local surfers and our surf scene,” said Noyle about the inspiration behind the Support Local Surfing New Era cap. “We brainstormed and came up with this unique way of showcasing my images. They came up with this sick design with a collage of my images along the top and bottom of the bill of the hat. The colors are insane on the hat in black, purple and neon green which help contrast with the photos, and there is a subtle "Zak Noyle" signature on the bottom of the hat.”
Part of the proceeds from this hat will go to Nā Kama Kai. Nā Kama Kai is Hawaiian for "Children of the Sea" and promotes the Waterman lifestyle to the youth as opposed to just surfing lessons. The non-profit organization holds free waterman clinics where children are able to interact with prominent members of the surf, canoe paddling, paddle boarding and swim communities. The main objectives for the Na Kama Kai events are to expose children to the Hawaiian culture and the benefits of a healthy lifestyle around ocean activities.

More info at Novus Swell.
About Zak Noyle:
Zak Noyle is one of the most talented water photographers at the Banzai Pipeline today. The 25-year-old regularly swims out to the world's most deadly wave to capture mind-blowing images. He is a staff photographer for Surfer Magazine and photo editor of Innov8. His dad, Ric, is a successful commercial photographer. Ric forced his son to shoot with film in the beginning. As a result, Zak sharpened his skills behind the lens the old-fashioned way. He is not your average surf shooter. Zak Noyle is a photographer by birth, craft and art form.
About Fitted:
Located on 1438 Kona Street, across the street of Ala Moana Shopping Center, Fitted Hawaii is a hat boutique that puts out product with strong cultural stories behind it. There’s a lot of careful thought, knowledge, historical facts and branches from different cultures here that go into making a great product here behind the doors of FITTED, and they’re committed to giving the people quality product versus an inferior product that’s missing it’s soul. Hours of operation: Mon. – Sat. 11 p.m. – 7 p.m and Sun. 11 a.m. – 5 p.m. Phone numbers: (808) 942-3100 and (808) 942-3188.
14 Dec '10


Releasing tomorrow, Wed. Dec. 15th online and in-stores. The release is limited to 40 pieces for the jerseys and 50 caps
It’s been 200 years since Kamehameha unified the Hawaiian Islands. A few months ago, Puukohola National Historic Site celebrated the bicentennial anniversary with a chicken-skin-inducing ceremony on Hawaii Island– the birthplace of Kamehameha aka Paiea. Puukohola heiau (temple) was widely believed to empower Kamehameha with the necessary mana (spiritual energy/currency) to unify Hawaii. Kamehameha ordered the construction of Puukohola heiau and dedicated it to Ku– the god of war amongst other things and one of the four major Akua (gods) in ancient Hawaii. Today, the heiau still stands in Kawaihae as evidence of ancient Hawaiian ingenuity and culture, but more importantly Puukohola is a testament to the greatness of Kamehameha.
To commemorate Kamehameha’s historical achievement Fitted and Paiea Projects collaborated on a limited edition Hawaiian Throwback jersey and a matching Kamehameha New Era 59Fifty. This jersey is a tribute to the bicentennial anniversary of the hookuikahi (unification) of the Hawaiian Islands by Kamehameha the Great in 1810.
Kamehameha’s birth name is Paiea, and is proudly displayed on the Hawaiian Throwback. The jersey sports the #91 to commemorate the completion of Puukohola Heiau in 1791. The text throughout the jersey contains no diacritics (okina/kahako), just as it was printed in the old newspapers of Hawaii. The colorway of the jersey was inspired by the Chicago Bulls. Just like Michael “Air” Jordan and the Bulls ruled the NBA for years, so did Paiea and the Kamehameha dynasty run Hawaii for nearly a century. The matching Kamehameha hat is black with a white logo and red stitching.
The jerseys are limited, ranging in sizes from small to 3XL for the big bruddahs. The Fitted x Paiea Projects Hawaiian Throwback Pack is dropping on December 15 at Fitted. Judging by the preliminary public response to the jersey and hats this limited edition pack will probably sell out immediately.
Paiea Projects designed the Hawaiian Throwback Pack to make a product relevant in today's society, while giving respect to the olden days of the Hawaiian monarchy. Paiea Projects is a web and graphic design company specializing in modern media- digital photography, viral marketing and social networking. The name "Paiea"refers to the birth name of Kamehameha, and the owners' alma mater, the Kamehameha Schools. "Projects" refers to their diverse work and various design endeavors.