Jeff “Yoki” Yokoyama is the founder of iconic surf brands Maui and Sons, Pirate Surf and Modern Amusement. He now runs a shop called Yoki Shop in Newport Beach and has started a new line called Generic Youth. Generic Youth is a blend of vintage surf designs and high fashion, while incorporating upcycled fabrics — from old surf towels to aloha shirts — to make amazing and totally unique pieces of wearable art. We can’t wait to see what else Yoki comes up with for this line.
 

 


 

Seersucker + Neon
 

Aloha Shirt Shorts
 

Beach Blanket Sweatshirt
 
Yoki is also the creative brains behind the Mucho Aloha/Pidgin Orange logo + design…

 

 
Shop Generic Youth, Pidgin Orange and Yoki’s Garden (repurposed USC uniforms-turned-new-gear) here.

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