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11 Feb '14

SPRING 2014 D1 "WATER IS LIFE"

Releasing in-store and online this Saturday, February 15th.
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“Mōhala i ka wai ka maka o ka pua” (Unfolded by the water are the faces of flowers).
Starting off with this powerful quote, we build upon its principle meaning: Water is needed to sustain life. It plays a crucial part in the growth and prosperity of all living things. In Hawai‘i, we’re surrounded by it, we use it for nourishment and entertainment, and we ultimately embrace it.
Hawai‘i is also home to one of the wettest spots in the world. Mt. Waiʻaleʻale, also known as the Heart of Kaua‘i, averages about 450 inches of rainfall annually. Its precipitation supplies numerous waterfalls, sending down rushing streams on all sides to feed the only navigable rivers in the state. Mt. Waiʻaleʻale is by far one of Hawai‘i's most vibrant tropical rainforests, and as such provides the foundation for our Spring 2014 Delivery One capsule: "Water is Life."
Stay tuned for product shots of all the pieces in the collection.
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23 Dec '13

HAPPY HOLIDAYS FROM FITTED!

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Aloha! We hope your holiday shopping is going well with no headaches! We wanted to give our customers one last chance to get those much needed gifts, so we decided to keep serving Aloha the only way we know how! We are offering 25% off everything in store for only six hours on Christmas Eve! Mele Kalikimaka & Hauʻoli Makahiki Hou from our ohana to yours!
26 Nov '13

BLACK FRIDAY 2013 "PŌ PAUʻOLE"

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

"Hōkū-noho-aupuni" Pō Pauʻole Snapback
We begin with the galaxy. The Hōkū-noho-aupuni (Milky Way) is something that one sees away from the hustle and bustle of the city, where there is no light pollution. The ancient Hawaiians were some of the very first and best scientists because they OBSERVED and learned from everything. Without observing the night sky and the stars, they could have never journeyed vast distances across the oceans to settle in this beautiful pae ʻāina (group of islands, archipelago).
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"ʻĀ" Hulu Snapback
With such dynamic energy, we present the second stage in our narrative. The molten lava pouring into the crashing waves below, seething into giant plumes of steam—the structure of the entire Hawaiian Archipelago. The Moʻolelo (story) is one that many locals are familiar with. Lava is a kinolau (bodily form) of Pele, while waves and the ocean are kinolau of Nāmaka, her older and jealous sister. The long sibling rivalry can be witnessed still to this day at the Kūpapau lava entry point near Kalapana.
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"Pāhoehoe" Aloha Snapback
As the lava flows and hardens, we bear witness to two types of lava formations. In this next stage of our journey, we focus on Pāhoehoe. Relatively smooth, billowy, or ropy in texture, pāhoehoe flows under low pressure and takes its time steadily flowing downhill.
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"ʻAʻā" Cheehuu Snapback
The narrative continues with a look at the other type of lava formation: ʻAʻā, a stark contrast to pāhoehoe. The violent spray of the ʻaʻā is a result of higher viscosity and a tremendous amount of gas and pressure, causing it to reveal a rough, jagged, and sharp surface.
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"Uluhe" Kamehameha Snapback
We complete our Pō Pauʻole journey as we embrace the beginning of life. A fragile yet determined fern cracks the hardened lava and starts the cycle of life that sustains us all. Native ferns can be fragrant and beautiful, all the while simplistic and tenacious. Among invasive species growing along the mountainside, the Uluhe fern flourishes in abundance, proving the strength and endurance of the native species.
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Using the five hats above as the foundation of this collection, we also created two new designs to help carry on the Pō Pauʻole theme.
 
"Pō Pauʻole" Tee – $25 / Long Sleeve Tee – $28 / Hoodie – $50
On the front of this design we feature the Pō Pauʻole logo with 8 colored shapes directly above. Using the official colors of the islands, these 8 pieces come together to form a solid tri-lock, signifying unity and strength. Below the logo is an 8-pointed star, one point for cardinal direction: North, East, South, West, North East, North West, South East, South West. On the back we see the primary theme of our moʻolelo (story), which is that "Essence Preceded Existence," arching over a list of terms we associate with Pō Pauʻole. On the long sleeve tee and hoodie, we see the 8-pointed star running down both sleeves–8 on the left, 8 on the right. This symbolizes the 16 wā (eras) of the Kumulipo—8 wā in darkness, 8 wā in light.
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"Existence" Tee – $25
The Existence tee features the 8-pointed star along the edges of the shirt, symbolizing the 8 cardinal directions. The Pō Pauʻole logo rests on the left chest area. On the back we see the same tri-lock from the Pō Pauʻole tee, this time showing the 8 pieces fragmented by the 8 cardinal directions. Within each section, the word Pō Pauʻole is broken up. Directly beneath is the 8-pointed directional star. While the white tee features a black print, the black shirt features a white and clear gel print.
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To round out the collection, we put together a button pack featuring the five steps of our Pō Pauʻole journey, circled by 8 of our 8-pointed stars. We also created a lanyard using Shawn's ʻAʻā photo.
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With a collection this robust, it is only fitting that we step up our Black Friday festivities to match. Check out the flyer below for all the things happening that night. We've got good food, great entertainment, games, a photobooth, and a SECRET RAFFLE GIVEAWAY you don't want to miss. A big mahalo goes out to all the vendors and everyone helping out with this momentous occasion! Get ready for our biggest event yet…Mahalo nui loa for the continued support throughout the past 9 years! A L O H A
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22 Nov '13

HOLIDAY 2013 D1 PT1 "WE DON'T FLY HALF FAST"

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.
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"Fly High" Long Sleeve Tee – Black (100% Cotton)
Featuring the ‘io graphic in white over the heart and on the back, with our creed "We Don't Fly Half Fast" split up on both sleeves.
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"Self-Govern" Tee – Military Green (100% Cotton)
Our "thank you" to the U.S. for Hawaii's gentle assimilation into the nation.
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"Honi Honi" Tee – Black (100% Cotton)
Featuring a small graphic of ‘Aolani, our '50s style pin-up girl, resting over the heart with the wind blowing through her hair, as if she was painted on the side of a fighter plane. The back features an all-over print of ‘Aolani's silhouette as well as the phrase "honi honi."
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"Hello and Goodbye" Tee – Red (100% Cotton)
Combining two popular graphics—"Aloha Means Hello and Goodbye" and our Island Camo pattern—on a bold red tee.
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"Mathematics" Pocket Tee – Black (100% Cotton)
We're bringing this clean banger back out of the vault. Featuring longitude and latitude lines that pinpoint Hawaii's geolocation over the pocket. As you can see, home is where the heart is.
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"Aloha Repeat" Tee – Red (100% Cotton)
We all know "aloha" means hello and goodbye. But it is also so much more than a greeting. It is love, kindness, unity, humility, respect, patience, and most important: a way of life. Live aloha and repeat it all day, every day.
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Women's "Hello and Goodbye" Tee – Red (100% Cotton)
Similar to the men's "Hello and Goodbye" tee, but for the wāhine.
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