Edited by: Skillet (@envol_skillet)
Today at 11am HST, we will open our physical and online stores to reveal a completely new look, and with it a brand new sense of growth and maturity as we dedicate the entire month of October to our milestone celebration…
In this fast-paced and ever-evolving industry, a decade can seem like a pipe dream. It’s always a goal to stand the test of time, but to actually come this far is truly a humbling experience. With our roots now firmly planted, we look forward to the future while embracing the past, using this collection to showcase our growing dedication to our craft and to show our appreciation for everyone’s support throughout the years. The ten (umi) years before us and the ten years ahead of us give us life (ola). This is UMI A OLA.
To coincide with our Umi A Ola collection and signify an evolution between the past ten years and the future, we developed a new core branding package that highlights our growth in both knowledge and aesthetic execution. We will be sharing the moʻolelo behind each aspect of the new branding over the course of the month, starting with color:
In the first step to our rebranding, we bid farewell to our iconic 116 Yellow and introduced a more intimate color that we all share beneath the surface—ʻula ʻula or red, our koko (blood). The original yellow was used in part to honor our Great Moi, Kalani Pai‘ea Wohi o Kaleikini Keali‘ikui Kamehameha o ‘Iolani i Kaiwikapu Kau‘i Ka Liholiho Kunuiakea. King Kamehameha wanted his enemies to know who they were in battle with, so he adorned his ʻahu ʻula (feather cloak) and mahiʻole (feather helmet) with bright yellow hulu (feathers). However, regardless of the black or yellow hulu showcased on the outside, all ʻahu ʻula worn by aliʻi had red hulu underneath as a base layer woven into the netting, because It was believed that your koko should touch the inside and outside of your skin. With this new beginning, we shed our yellow hulu and embrace our koko underneath.
Please stay tuned as we uncover more of our collection, along with trips down memory lane from members of the team.
Releasing today at 11am HST, in-store and online.
We’re starting off the Umi A Ola collection with an ode to the past 10 years, flipping our Aloha logo and adding a “10” within the letterforms. The A10la logo is comprised of two leather patches, one in blue and one in brown, stitched to the front of the hat in gold. The brown leather carries over to the back with a premium strap and buckle. The hat itself is constructed with a soft poly/viscose fabric, featuring two shades of blue on the crown, undervisor, and top button, with black showing up on the visor. The crown embroidery on the right side is replaced with our new Umi A Ola patch, featuring a maile wreath surrounding our new crest logo and Umi A Ola written on a ribbon underneath. The back features our new woven 10 Year mark stitched in white, which correlates to the new woven pattern seen on the inner satin liner. Also seen on the inside is our new red FITTED label.
WTCF 2 Tee – Black or Heather Gray / Women’s Tee – Black / Women’s Tank Top – Heather Gray
An updated version of our original Who The Crown Fits tee, with our new logo proudly displayed in white, along with our 10 year mark on the upper back also in white. The standard tees include our new 10 year crest tag sewn on the bottom right, and all tees now include the new labels on the inside.
FITTED + Zippo Lighters – Gold, Red, Black/Gold, or Vintage Silver 1941 Replica
We teamed up with Zippo to bring you four exclusive lighters in limited quantities. The gold, red, and black/gold versions are built in their classic windproof style, while the silver version is crafted as a 1941 replica adorned with vintage logos on the casing and box.