The Original Beach Towel Hoodie by Jeff Yokoyama.Made from repurposed Beach Towels and Hooded Sweatshirts

with football season less than 1 month awaywe are getting ready for a historic season!

The Launch LA trade show was full of new and emerging brands showcasing their style and creativity. While Jeff Yokoyama is no stranger to the game, having launched such brands as Maui and Sons, Pirate Surf, and Modern Amusement, his new brand Generic Youth is fresh on the scene. Made from upcycled materials such as old sweatshirts and beach towels collected at Goodwill, the company makes truly unique garments. Check out the video to learn more:

made from curtains, sheets, quilts and end rolls of fabric