Releasing exclusively in-store and online this Saturday, March 19th at 11am HST.
Please note that because of the A-Frame’s unique fit, there will be two sizes to choose from: “Small–Medium” should fit sizes 6 7/8–7 1/2 while “Medium–Large” should fit sizes 7 1/4–7 3/4.
Photo: @toshiichi
Aloha kākou!
For our Spring 2016 collection, rather than look elsewhere for inspiration, we chose to turn our attention to those closest to us—our FITTED ‘ohana. This season, we’re getting up close and personal with our “hui” (Hawaiian for club or company), as we allowed each of our team members to dream up two hats, each utilizing their choice of silhouette (59FIFTY fitted or 9FIFTY snapback), front logo, color-blocking, and materials—resulting in unique pieces that hold special value to the team members that created them. A few of our stockists on the Mainland will release their own store exclusives in the near future as well. Please note that all hats in this collection were produced in limited quantities.
Each piece has a special story behind it, and what better way to hear those stories than from the creators themselves? Every release will be authored by the team member responsible for that design, for an even more personal touch. This Spring season, we hope to share a little more about our hui with you.
Name: Jonel Carlo T. Jugueta
AKA: Jojo, Merjojo, @thejoneljugueta
Title/Position: Product Shot Photographer
Favorite place in Hawaii? Alan Davis, UH Photolab, and Home
One thing you can't live without? Family
What are you doing when you aren't working? Working in the darkroom at UH
Favorite FITTED hat? Sailing ʻĀina and anything that’s shallow
What inspires you? God, Family, Friends, Analog Photography, Analog Photographers, Man Ray, Dan Estabrook, Ansel Adams, Edward Weston, and Alfred Stieglitz
By Jonel Jugueta

Some of you may know that I am a photographer. It has been my passion for almost seven years and during that time, I have done both digital and darkroom photography. I started out using my brother’s Canon Rebel XS. I had no idea how to use it so I watched YouTube videos on how to use DSLRs. I started out taking pictures of landscapes, which was simple to do. Over time, I began taking up portraiture, covering first birthdays, weddings, and graduation parties.
When I started attending the University of Hawaiʻi at Mānoa, I began studying darkroom (or analog) photography because it intrigued me. My passion for darkroom photography has taught me to be patient in creating a picture—from shooting a 35mm film camera, developing the film, and creating the print in the darkroom. When my first print started to dry and I finally started seeing the details, I began to appreciate the time I had put in the darkroom. Since then I have put in countless hours in the darkroom—from 9 a.m. to almost 5 a.m. the next day. Then, I repeat my routine. I have also used many types of cameras, which range from digital to 35mm film, medium- and large-format film.
This hat is dedicated to all aspiring darkroom photographers and those out in the world. Whether you’re a Canon, Nikon, or Leica user, and regardless of your preferences, this hat represents you. #filmisnotdead #FIND
This Kulāiwi is inspired by the Canon camera lenses, with the name “Kiʻi” meaning “image or photograph” in Hawaiian. The black base is the signature color of Canon’s luxury lenses called the L-glass. It also represents the absence of light in the darkroom. The leather all over represents the luxurious style of the lenses. It also boasts a red New Era flag which symbolizes the signature red ring on the high-end lenses, as well as the red light you see in the darkroom. The white “Honolulu” logo symbolizes the white Canon logo on each of their lenses. The undervisor, back crest, and snap enclosure are different shades of grey, characterizing the various grey tones of black-and-white photography.
To coincide with the above release, we’ll also be releasing our Pineapple design on a red tee. The back features a play on the classic Dole pineapple man, with historical ties to the island of Lānaʻi, the Pineapple Isle. The ʻulu he’s holding is a reference to Kauluāʻau, the prince who was banished to Lānaʻi as a consequence for his pranks of uprooting ʻulu trees on Maui. In the background are the island’s famous pine trees. To symbolize the historical turnover of the Lānaʻi’s owners and its rough-and-tumble past, the pineapple’s face is shown with some slight abrasions. To further personify the pineapple, he’s been decked out in our NoRep Alakaʻi Boardshort and original Red/Gold Kamehameha 59FIFTY.