Releasing exclusively in-store and online this Saturday, October 19 at 11am HST.
Aloha kākou!
Saturday’s release consists of an Aloha 59FIFTY, Aloha snapback, Kālai snapback, and a brand new tee called Live and Direct. The Aloha 59FIFTY and snapback both feature a woodland camouflage base with black and white stitching on the front and back, white crown on the right, black New Era flag on the left, and black eyelets. The snapbck also features a white snap closure. The Kālai snapback features a red Diamond Tech crown with black Diamond Tech visor and top button, along with black eyelets and a white snap closure. The front and back logos are stitched in black and white, the side New Era flag is black, and it also features a Worldwide side patch. The new Live and Direct tee features white and red print on a black tee. See Ola’s moʻolelo below for the deeper meaning behind the shirt design.
Moʻolelo by Ola:
The guitar strums a melodic opening, and all I can think about is the feeling of being a kid again. You know that song? "Ho----------o----------me, Ho----------o----------me"—the way the Brothers Cazimero captured the spirit of Home in the Islands still resonates deep inside me.
I remember sitting in the back of my mom’s VW bus, watching the world pass by, not quite understanding how isolation could be framed so poetically. Now, as a designer, a traveler, and a local boy at heart, I get it. The road has taken me far from home, and I’ve experienced new places and met amazing people. But no matter how far I’ve gone, I always find myself looking forward to the journey back. There’s something about that return, the feeling of being enveloped by the ocean, the wind, the waves—our piko—that nothing else compares to. “There’s no other place I’d rather be, than home in the middle of the sea.”
Hawaiʻi is the most isolated populated landmass on Earth. We’re 2,400 miles from the continental United States and 3,857 miles from Tokyo. This isolation defines us. It’s in our culture, our community, our work, our very existence. And yet, over the past 19 years, we’ve built FITTED not just as a brand but as a reflection of the unique pride and place that only Hawai‘i can offer.
It’s wild to think about it—19 years. We opened our doors on October 20, 2005, with dreams, passion, and a relentless hunger to share our culture with the world. What we didn’t know then was how much that hunger would still drive us today. FITTED was always about more than just selling clothes or designing caps. It was about storytelling—honoring where we come from and celebrating who we are. Every piece we’ve created, every collaboration, every collection—whether it ends up on a wall, a shelf, or worn on your back or head—is a part of that larger narrative of identity.
We never planned to be here for a short time—our plan was always to lay a new foundation, to leave a new floor. And because of all of you, we’ve been able to do just that. You’ve made FITTED a part of your journey, and in doing so, you’ve helped us leave a lasting mark.
And here we are, almost two decades later, with the same fire and pride. It’s humbling, really. This journey wouldn’t have been possible without all of you—our extended FITTED ‘ohana. You’ve embraced our vision, you’ve worn our stories, and you’ve carried a piece of Hawai‘i with you wherever you’ve gone. For that, we are eternally grateful.
From humble beginnings to where we are today, we say mahalo—mahalo for walking this path with us, for believing in our work, and for sharing in our dream. As we look forward to the future, we do so with the same commitment to honoring our roots while continuing to grow.
This is only the beginning.
Piha.
