Our Black Friday event starts on Thursday, November 22 at midnight HST.
The Armament Kamehameha snapback, FITSTRIKE Vanguard snapback, FITSTRIKE Mua trucker snapback, Low Key hoodie, Secret long-sleeve tee, Forevermore long-sleeve tee, Ethos tee, Heraldry tee, and Armament sticker pack are all in-store exclusives. All other products will be available in-store and online.
It’s that time of the year again, where we come together and recall all the things we are thankful for over the past year—and every year we grow more and more thankful for all of you, our FITTED customers and ʻohana. And because of that, every year we try to show our appreciation with a huge Black Friday celebration. This year is no different, with a brand new Black Friday collection, a slew of new FITSTRIKES, $10 tees, $15 hats, and great food and entertainment for all to enjoy.
Without further ado, read on below for the story behind many of the new designs making their debut in this Black Friday collection (pay close attention to the quoted words near the end of the story as they evolve to become the new design names).
Moʻolelo by Ola:
On the topic of S.H.I.P. (Supporting Hawaiian Intellectual Property), what exactly does this mean? What causes us to think in this context? How can I get involved? To get there we must understand a few things. First let’s reference the quote on the back of our new label system, as this is the inception of the idea.
Kamehameha Ekahi is quoted as saying “E naʻi wale no ʻokou I kuʻu pono, ʻaole e pau” (Take up my endeavors in its entirety and carry them on without end). We see this quote referenced in the song Ka Naʻi Aupuni (the Conquerors of the Nation) composed by William Kaniho in 1906. It honors the Moʻi of each island from Keawe of Moku-o-keawe, Piʻilani of Maui, Kakuhihewa of ʻOahu and Manokalanipō of Kauai. Calling for the preservation of the emerging nation of Hawaiʻi through righteousness and reverence of the past. The richness of tradition must be maintained through the dedications and efforts of the many that still honor those words that Kamehameha left us on his death bed.
A point Kumu Kaipoʻi shared with me was this Samuel Kamaku 1860 quote: “he makemake ko'u, e pololei i ka moolelo i koʻu one hanau, ‘aʻole na ka malihini e a‘o mai iaʻu, naʻu e aʻo aku i ka moʻolelo i ka malihini” (I have A desire for the accurate stories of my birth sands, not to be taught to me by foreigners, rather for me to teach these stories to foreigners). We need not look further than these examples, for the teachings of our forefathers are clear and precise.
The current contemporary outlook is that we have been finagled from the just and forthright seat of stewardship that encompasses from the lani to kai, Kekaha to Kaʻū and the surrounded waters. The right to govern as we see fit, the unscrupulous affair foreigners had with the beauty, grandeur and political proximity of these lands. The consolation is not security or abundance of welfare but rather the fact that resolution is still intact, it is alive and very well.
You see that thing we have, the “secret” is “forevermore” woven into the tapestry of our “ethos!” It is within the “heraldry” of culture, old and new! Whether you’re a native or maoli the “angles” if you love this land are the same, this place without a doubt is SPECIAL. It all boils down to a simple concept, our greatest asset is non-physical but an attribute nonetheless. History has left us with all the equity we need. Hula, story-telling, lua, hoʻokele, kahuna kalaʻi waʻa, kapa, kakaū, upena, makahiki, kū, Lono, papa & wakea, kumulipo, Helenaʻs, TheBus, Sandy’s, Pipeline, surfing, lau lau, kalua pig, the list goes on and on…
The war we fight is for the protection of our intellectual property and as the horses and muskets got mounted in the past our “armament” is in the form of ʻike (knowledge). We say all is NOT lost because the war rages on for control of proximity! Because we honor Kamehameha and Kamakau in these days by utilizing the greatest gifts these Islands and ancestors left us. IP!!!
The centerpiece of the collection is the Armament Kamehameha snapback. Utilizing a new multi-trilock camouflage pattern named Armament in tonal black, with black embroidery all around, we’ve also added a very unique military-inspired touch to the left and right sides. The left side features a small cargo stash pocket, while the right side features a Velcro patch system, with an upside-down HAWAII hidden underneath the FITTED patch, and a bar of vertical Hawaiian flag stripes right above.