Aloha.Shoyu, as it’s known locally, is a natural condiment staple here in the islands. Used on almost everything we consume. It’s essential to almost every meal as ketchup is to french fries. Aloha Shoyu has been around since as early as 1946 and has firm, historical roots here. This shirt that we’re releasing today is printed on red and features Fitted in a circle with “Aloha Served Daily” on the back. The front features the same Fitted logo on the left chest area. Clean & simple is how we do it.
Aloha KakouFist City, Hawaii. To the locals, you already know why our city has been christened with such a haughty nickname. To the outsiders, to put it straight forward, Hawaiians get busy. We’re mindful, peaceful people for the most part as long as you don’t come at us with the screwface. In a cultural text, this was (and can still be) referred to as Ku’i A Lua or “The Art Of Lua Fighting.” Lua meaning “a type of hand-to-hand fighting in which the fighters broke bones.” Weapons were scarcely used in this type of warfare, just straight up 1-on-1 scrapping with a more ferocious fringe, although a much more conventional variety of combat. Ku’i A Lua was also the divine...
Aloha ladies & gents,This Saturday, we are proud to reveal this special project we’ve been working on a for a minute, and we’ve sort of stepped foot into unchartered territories. Basically we’re taking things a step further, and went ahead and produced our first ever Fitted backpack. It’s official. Here are the details breakdown: We’ve given it a fitting name, ‘Kama Hele’ which, roughly translated means ‘traveler’ and is 100% military grade – which means 100% durability, rugged, but still with that Fitted freshness you’ve grown accustomed to. Also featuring 1000 denier Cordura (that good stuff), with 7 compartments (1 hidden compartment), heavy duty all black zippers and pull strings, black suede on the bottom of the backpack, as well...
Aloha.Continuing on with the legacy of Duke Kahanamoku, we’ve yet one more tee to celebrate the life of the legendary man. This specific tee, which we gave the name “Ho’okoa” (which means “brave”), is in admiration of Duke’s bravery. Kahanamoku rescued eight personnel from a capsizing fishing vessel off the coast of Newport Beach. During the extremity of this situation, 29 fishermen from the vessel fell into the heavy seas and out of those 29, 17 perished. Duke used just his surfboard in order to retrieve as many fishermen as he could rescue. From this, the “tradition of lifeguards having rescue surfboards at the ready.” Courageous valor at it’s finest.ALOHA...
Aloha.Last year we put out a shirt honoring Duke Kahanamoku whom single-handedly popularized surfing in the modern world. Duke is not only deemed as the Godfather of surfing in Hawaii, but he’s an all around athlete. Duke broke the record for the 200 meter freestyle in the U.S. Olympics in 1912, going on to win a gold medal in the 100 meter freestyle the same year as well as a silver medal with his relay team. In 1920 he scooped up 2 gold medals, one for the 100 meter freestyle and another with the relay team again. Obviously the ocean was where he felt most comfortable at, and according to an acquaintance of Kahanamoku, was “never afraid of anything in...
