Releasing in-store, online, and at select stockists this Saturday, August 20 at 11am HST.
With the kau wela (summer) season in full swing, we are proud to present the next release from our Summer 2016 Aholoa Collection, dropping this Saturday.
Aholoa translates to “long breath” in Hawaiian, and to us, we think about the summer sun and our hopes that the sun holds its breath so that we can keep enjoying its ever-giving life before having to sink into the ocean. The Aholoa collection is a tribute to the summer sun and the memories made during this beautiful season, through the use of new stories, designs, and materials. A running theme this season is celebrating the old school street car culture we witnessed as keiki during the summers. Old school Datsuns, VWs, and lifted Toyotas, cruising all around the island or just cruising in a secret random parking lot, creating a party every time.
We’ve introduced two new patterns specifically for the Aholoa collection as well. Finish Line is a car-inspired pattern that resembles a checkered flag, but with niuhi tri-lock shapes making up the black squares. DPICT (Disruptive Pattern Island Camouflage Triangle) Camo combines our two proprietary camouflage patterns—Island Camo and Tri-Camo—into a seamless woodland-inspired camouflage, with highly stylized island shapes in the foreground and subtle Tri-Camo in the background.
This season, we’re also showcasing our first full collection of cut and sew silhouettes, built to live as timeless sportswear pieces, using high-quality material selections with intricate subtle details and constructed to the highest standards. These silhouettes will form the foundation of our entire cut and sew program, ushering in a new level of design technique as we continue to strive for the best quality product for our customers.
EasyEasy A-Frame Snapback – Black, Red, or Yellow
The summer vibe encapsulated in one phrase: “Easy Easy.” The mood is chill and everyone’s relaxed—no stress, no worries, just cruise. That’s what summer meant for us growing up. Now as adults we look forward to those days off where we can enjoy the same feeling, so we created this hat as an ode to summer and that easy easy vibe. Made in three colors—black, red, and yellow—all hats feature the phrase “EasyEasy” showcased across the front in white, written in the style of the old school car logos we saw growing up. All three hats also feature a tonal New Era logo, white back crest, white snap enclosure, and kelly green undervisor.
FITTED For TravelChair Beach Chair
For this summer season, we collaborated with TravelChair to bring you the perfect beach chair that can withstand the test of time. TravelChair only uses high-quality materials and their own extensively tested designs to create the best collapsable chairs on the market, outlasting common, cheaply-made camping chairs. The FITTED for TravelChair Beach Chair features lightweight aluminum poles and strong ripstop fabric with a unique frame configuration that’s designed for comfort and mobility without sacrificing durability. It can hold up to 275 lbs., yet can fold down to a mere 4”x4”x14” and weigh just over 2 lbs. when packed up. It also features oversized, solid nylon feet to prevent from sinking into sand and soft soil. A FITTED trilock label is stitched into the left side of the chair next to the TravelChair label, while FITTED branding is printed onto the back of the chair in white, and also printed on the toggled beach chair travel bag.
No Aku Birds Tee – Black / Tank Top – Black
This new tee design is inspired by the summer bar nightlife with the neon lights emblazoned on the front and back. The large design on the back features our motto and brand name surrounding a silhouette of a fish and its bones, with the bones and design name serving as a nod to the popular local spot Aku Bone Lounge & Grill which closed down several years ago. “Fitted” is printed on the front left chest of both the tee and tank top.