Next door is Yoki’s Garden (2429 W. Coast Highway), the new home of Jeff Yokoyama’s unorthodox surf-wear brand Generic Youth, a collection of one-of-a-kind pieces made from discarded beach towels.
Inside the small shop, hoodies, vests and board shorts feature patchworks of logos, prints and colors that blur together like sun-soaked memories of summers gone by (an embroidered Ralph Lauren Polo Pony, the slogan “Aloha ’96″ and an old Maui & Sons shark logo, for example). Yokoyama uses zippers, hoods and ribbed hems from hoodies from Goodwill to round out the garments, making them 100% repurposed.
Yokoyama, a 25-year vet of the surf industry, founded iconic beach brands as Maui & Sons, Pirate Surf and Modern Amusement, before selling them and going on to start Generic Youth in 2007. He also works with the University of Southern California athletic department, using discarded athletic uniforms and repurposing them into some of the funkiest collegiate garb you’ve ever seen. You can watch the seamstresses doing the cutting and sewing in the back.
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