Releasing Saturday, July 6th. In-store and online.Aloha kākou!Summer time in Hawaiʻi. The heat is turned all the way up, with tradewinds blowing here and there; here for the most part. Most locals are heading to the South Shore to hop in the water or hop on their boards if the surf is good. However, whether the weather provides nice surf or not, one tool that is considered an important piece of any surfing arsenal is surf wax which gives extra traction when rubbed on your stick. We're talking surfing here by the way, despite the seemingly implied sexual innuendos. To celebrate the Summer and this important piece of your surfing kit, we brought back our Original Aloha pocket tee, this...
Releasing tomorrow in-store and online.Aloha kākou!We're releasing some brand new accessories which is a continuation of the first wave of our Summer D1 which include a new scent for our Aloha Served Daily air freshners (alani/lemi or orange/lemon) as well as some pretty slick BIC lighters emblazoned with our Sons of Aloha print. $5 for lighters or air freshners. Keep it locked here at FITTED as we continue to roll out more from our Summer line!
Releasing Saturday, June 29th. Aloha kākou!Besides the release of our Beet Root Mua snap dropping tomorrow, we'll also be releasing our Niuhi Camo tee which is a cut and sew piece. This is another part of the first wave of our Summer line, with more pieces to follow soon. Niuhi is a name used for any brutally ferocious, man-eating mano (or shark) and can be attributed to the great white or tiger shark (or any shark over 10 feet in length), although in most instances it was used for the great white which featured the triangular teeth popularly known in Hawaiian culture. Despite the predacious nature of these savage sharks, they were also known as ʻaumakua (or protective spirit) to...
Releasing Saturday, June 29th.Aloha kākou!As some of you may know, our Mua hat is modeled off the great aliʻi Kekūhaupiʻo who was known as a master of lua (ʻōlohe lua), the ancient practice of hand-to-hand combat in which bones are usually broken. According to legend, Kekūhaupiʻo was born on the Big Island; Keʻei to be exact. As a youth, Kekūhaupiʻo would take part in mock battles near the Hikiau Heiau at Kealakekua Beach. The kahuna of that heiau witnessed Kekūhaupiʻo's courage, valor and audacious spirit and told Kamehameha's father that his son would one day become a legendary warrior, and eventually coerced his father to let Kekūhaupiʻo to study the art of lua. A few years later, after becoming "moa...
