Releasing exclusively in-store and online this Saturday, March 7 at 11am HST.
Aloha kākou!
We’re bringing back some classics with a fresh release of our Kamehameha 59FIFTY Fitted caps in Black and Maroon through our FITSTRIKE program.
Joining the FITTED Kamehameha is the return of our Locals Only design, printed on our premium standard tee body as well as a women's oversized crop top silhouette.
The graphic itself draws inspiration from the design language that emerged from Hawai'is surf scene in the late 1970s and early 1980s. During that era, surf brands began experimenting with edgy styles, punchy statements, extremely vibrant colors, and captured such rebellious independent energy of the island surf culture. What started as small local labels printing tees for surfers and beachgoers quickly became some of the most recognizable visual styles in Hawai‘i apparel history.
That spirit is what we wanted to tap into. It’s a nod to the era when surf shops, beach parks, and board racks doubled as cultural hubs. A place where locals gathered, shared stories, and built the foundation for the surf and streetwear culture we see today.
The phrase "Locals Only" has long been part of Hawai‘i’s surf and street culture, representing island pride, community, and the lifestyle that grows naturally from living close to the kai.
