Maui and Sons
While we didn't get our start as the fun-loving activewear brand we're known as today; we've been all about the good things in life since day one.
Stoked on his family's home-made chocolate chip cookies, Jeff Yokoyama (aka Yoki) was inspired to spread joy across the island of Maui through the family recipe, and in 1980 Maui and Sons was born. When the journey met a fork in the road, Yoki went with the flow, embarked on a new adventure, and took the famed cookie logo designed by friend and fellow surfer Rick Rietveld along for the ride.
Following in the footsteps of entrepreneurs who pour their energy into their passion, Yoki turned to action sports apparel, placed the cookie logo where he was told he couldn't - the back pocket - and the innovative Maui and Sons madras surf short was an instant success. If you're of the right age, you've likely seen quite a few pairs in the line-up while you were waiting for a wave (if you weren't wearing a pair yourself).
As the young company continued to follow its intuition instead of the rules, it continued to grow. Focusing on marketing their products to Southern California surf shops and local high schools, a following emerged, and the brand became a beloved staple across the sunny beaches and skateparks of SoCal. As the 80's rolled into the 90's and beyond, it continued to grow through innovative designs, impactful graphics, memorable artwork-based advertisements, and an exciting color palette - now the mold for activewear brands worldwide.
40 years later, you'll find the Maui and Sons cookie logo on beaches the world over, worn by people who cultivate harmony in their lives by pairing an active lifestyle with gratitude for the joys provided by mother nature. We'll see you out there.