Aloha kākou!
Twenty years ago, we opened our doors with a few hats, a dream, and a deep belief in Hawai‘i’s stories. You showed up - every drop, every line, every release.
From those first cold mornings outside the shop to the nights where we wrapped the block, you turned FITTED from a neighborhood outpost into a world-recognized identity shaped by culture, community, and the pulse of these islands. You brought the energy that pushed us from Na Pō Mahina nights to Kalua I Kona Hale mornings, from Ambush in the Night chaos to the quiet moments where we realized we were building something bigger than apparel - we were building memory.
This Black Friday, we honor that lineage.
We take it back to the source — in-store only, right here on Kona Street, where it all began. No Annex this year. No spillover. No shortcuts. Just the raw FITTED experience the way you remember it: loud, packed, sweaty, heavy with anticipation, and filled with familiar faces who’ve been with us since the beginning.
COUNTDOWN TO IWAKĀLUA
Choke gratitude!
The line begins when you say so! If you’re rolling deep, come early. Space is limited, and the time blocks will be strict.
11PM - The music and the grinds start.
A backyard kine vibe, right in the middle of Honolulu.
Midnight - We crack the doors.
A moment we’ve shared with you for two decades, now carrying the weight and pride of IWAKĀLUA.
3AM - We reset the block and press on through 7PM.
A full day of movement, stories, and celebration.
WHO’S HOLDING DOWN THE VIBES
On Stage:
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Likkle Jordee (@likklejordee)
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IA the Kamaʻāina Classic (@ia808)
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Pohaku Boyz (@pohakuboys)
On Decks:
CNR (@cnrboy), JERT (@jarettblake) , Jon C (@jcabarteja), Javi (@djjavi808) , Dynamix (@officialdjdynamix), Kriskee (@djkriskee), Pretty Boy (@aloha_itschristian)
These are the ones who will soundtrack the night — the heartbeat behind the line, the ones keeping our spirits high as the sun comes up on a new era.
KANAK ATTACKS, REFRESHERS & LUXURY BREAKS
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Mama Guava (@mamaguavahnl / @theguavastory) keeping everyone fed with that real local energy.
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Asato & Family (@asatofamily)cooling you off the only way they know how.
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Crowned Heads (@thecrownedheads) & Jon Fia sparking cigars and setting the tone for the long night ahead.
Because if we’re doing twenty years, we’re doing it right.
MAHALO FOR TWO DECADES
Mahalo for two decades of trust, creativity, and Aloha. Mahalo for believing in our vision, for wearing our stories, for carrying our flags around the world.
IWAKĀLUA is for you -the ones who built this with us.
Here’s to the next chapter, the next line, the next Friday that becomes a legend.
See you in the streets. Kona Street. Midnight. Let’s go.
