While we didn't start out as the fun-loving sportswear brand as we're known today; we handle the finer things in life from day one. Passionate about his family's homemade 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 encountered a fork in the road, Yoki went with the flow, embarked on a new adventure and took the famous cookie logo designed by friend and fellow surfer Rick Rietveld for the ride. Following in the footsteps of entrepreneurs who put their energy into their passion, Yoki turned to action sports apparel, placed the cookie logo where it was said it couldn't - the back pocket - and the innovative Maui surf shorts and Madras Sounds was an instant hit. If you're the right age, you've probably seen some pairs in formation while waiting for a wave (if you weren't wearing a pair).
As the young company continued to follow its intuition rather than the rules, it continued to grow. Focusing on marketing its products to Southern California surf shops and local high schools, it has built a large following, and the brand has become a favorite product on SoCal's sunny beaches and skate parks. As the '80s progressed into the '90s and beyond, it continued to grow through innovative designs, impactful graphics, memorable artwork-based ads and an exciting color palette - now the mold for brand names. sportswear around the world.40 years later, you'll find the Maui and Sons cookie logo on beaches around the world, worn by people who cultivate harmony in their lives by combining an active lifestyle with gratitude for the joys of Mother Nature. See you outside.
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