Releasing exclusively in-store and online this Saturday, June 27 at 11am HST.
model: punkyaloha
Aloha kākou!
There are stories that deserve to be remembered. There are names that deserve to be spoken. And there are people whose legacy continues to bloom long after they are gone.
This Saturday, we introduce the IMMORTALITÉ CAPSULE inspired by Princess Victoria Kaʻiulani, whose grace, intelligence, artistry, and unwavering love for Hawaiʻi continue to resonate well over a century later.
At the heart of this collection utilizes some floral paintings and pressed flowers created by Kaʻiulani herself. Found within her personal journals, these botanical studies reveal another side of the young princess often overshadowed by the political turmoil that defined her lifetime. While history remembers her as the heir to the Hawaiian Kingdom who courageously advocated for her people during one of Hawaiʻi's darkest chapters, her journals remind us that she was also an artist who found beauty in the world around her.
Flowers became more than subjects on paper. They became quiet moments of reflection, memories of home, and expressions of a young woman navigating life far from the islands she loved.
Those paintings became the foundation for the artwork featured throughout this collection.
To further and better explain the inspiration behind this collection, we wanted to share moʻolelo through Ola, whose reflections became an important part of bringing this capsule to life:
Inspiration is often a sensory response. For me, it's that deep pit-and-burn feeling in my na‘au that hits before logic even has a chance to catch up. I describe it like the scene in David Fincher's Panic Room, the one where a young Kristen Stewart uses a flashlight to signal through a small port window for help. Urgent. Specific. Lights flashing, Impossible to ignore. That's exactly what happens when dat naʻau pings!
That's what I felt the moment Preston pulled up a photograph of a young Princess Kaʻiulani taken in London wearing a pāpale with a ribbon that read, in clear lettering: Immortalité. Deep burn. Immediate.
We started pulling the thread. Immortalité was the name of a Royal Navy warship captained by a family friend, Sir William Wiseman. She wore it as a quiet, personal loyal tribute carried on the body, the way our people have always done.
Kaʻiulani left Hawaiʻi at eleven. She spent years in England as the heir to a throne being taken from her people in real time, thousands of miles away. She waited. She studied. She wrote in her diary. She painted landscapes, botanicals, the colors of places she was holding onto, making sure something of home survived the distance. But her reality was weighted. Her future was being decided by the world in her absence.
Immortalité. The French word for immortality, it's so wild how this concept was fit. Because underneath everything she was navigating, there had to be this deep, burning desire to do whatever she could to restore her homeland to its rightful place. To make sure Hawaiʻi endured. That it couldn't be erased and that it was, by nature, immortal.
Uē ana nō. Still wailing. The grief that doesn't resolve because the thing being grieved has yet to be restored, Lāhui, ʻĀina, ʻIke. The future she never got to live. The autonomy we still don't fully hold today. The wailing is the sound of people who still care deeply enough to feel it.
Immortalité and uē ana nō are the same sentence. What you refuse to let die, you grieve. What you grieve, you keep alive.
The name runs five times down the back. You know how kūpuna used repetition for memory, chant it until it's in the body, until it can't be forgotten. That's the nod. A reminder that we and our people, past, present, and future; are Immortalité. Keep saying it. Keep repeating it.
He Hawaiʻi mau loa.
IMMORTALITÉ CAPSULE spans a range of silhouettes designed to carry the story in different ways. Leading the collection is our ISLAND ROSE 9FIFTY SNAPBACK, finished in classic black with crisp white embroidery accented by subtle copper details and a gray undervisor.
Complementing the headwear is a full apparel collection featuring the same artwork across multiple silhouettes. Available on our premium tees in Black, Blue Moon, and Creme, as well as a IMMORTALITÉ WOMENS WIDE BOXY TEE, the artwork showcases layered botanical paintings created by Princess Kaʻiulani herself, brought together with repeated "Immortalité" script as a visual reminder that remembrance grows stronger through repetition. Rounding out the capsule are our IMMORTALITÉ HEAVY FLEECE CREWNECK SWEATSHIRT and IMMORTALITÉ HEAVY FLEECE ZIP-UP HOODIE, offering the same artwork on heavier-weight garments for those looking to carry the story beyond the summer months.
This collection is our small way of continuing that conversation.
The layered floral artwork drawn directly from her journals represents beauty preserved through time. The repeated script across the back echoes the power of remembrance. And together, they serve as a reminder that identity is something we continue to carry, protect, and pass on.
Because what is remembered can never truly disappear.
