Releasing exclusively online this Saturday, May 23 at 11am HST.
Please note our Kona Street location is closed for the time being, and all stock has been moved online.
Saturday’s FITSTRIKE release features new 5-panel campers and a brand new tee design called “Archive.” Both the black and khaki 5-panel campers feature our Every Day vintage-inspired design stitched on the front, white crown on the right, white crest on the back, metal grommets on both sides, and a black clip enclosure to finish the look.
The new Archive design traces its roots to the beginning of FITTED’s timeline, reigniting the original desire and technique used to create the original FITTED word mark. Read on to hear Ola recount the beginning of FITTED as it pertains to the new design. In tomorrow’s release, Archive is printed on either a black tee or black tank top.
It was the end of 2004, and I was fresh off a great four and a half years in the art department at Tori Richard. Rene and I were ramping up with paperwork, the buildout of ideas and most importantly, what was FITTED going to look like when launched. Truth is, this project marked the most ambitious and important venture I’ve been a part of to date. Nervous yet natural jitters plagued my thoughts with the goal to deliver a mark and monogram that could fullfill the idea and legacy we set out to create. We laid out numerous desires and goals, pulled reference points and got to work. This was my first real study (process) and had no idea what I was doing.
It took me about three months to nail our monogram, logo lockup and crown. It wasn’t complicated nor technical. What took me so long was my lack of technical and historical skill in graphic design. In fact what I now know to be one of the most basic and revered fonts created our word mark is most akin to the 1957 sans serif typeface Helvetica designed by Max Miedinger and Eduard Hoffman. I spent my design school time mostly learning fabric properties, pattern making, draping, sewing and the many skills associated with garment production. So how we arrived here was not so simple. I spent countless hours in Photoshop honing my experience with the pen tool. It was the one tool I knew so I simply made shapes and oriented those shapes into letters and laid them together to spell FITTED.
I run through this story because as we turn fifteen, I thought to revisit this technique of building shapes into letters and letters into words. Playing with a hand drawn sketch and applying it to a grid, basically taking a tactile approach to our fifteen year word mark. Named “Archive” as a nod to the memories forever in the books, fifteen years later W.T.C.F. has evolved into an acronym appropriately describing our ambition as an unknown unlaunched brand. “Who The Crown Fits” stands in the wake of time which we can now refer to as a young brand on our way to becoming a lecacy. Mahalo to everyone who continues to support our goals and ideas.
Mahalo mahalo mahalo