Yoki. Jeff Yokoyama. Icon. Creative. Innovator. And always searching for “Warm Water.”
Yoki. Jeff Yokoyama.
If you surf, have surfed over the last 45 years, or have ever worn any surf inspired clothing, you’re likely aware of Yoki.
He’s a globally renowned designer, visionary brand builder, innovator, entrepreneur many times over, a forward thinker, a family man, a model, a master of the “California Cool” style, and one of the coolest, most stylish guys you’ll meet. All of which is why he was a central figure in Ground Zero of the global surf fashion craze that started in the early 80’s; and remains so today.
Yoki has been instrumental in many iconic brands including these that he created: Maui and Sons, Pirate Surf, Modern Amusement, Mucho Aloha, Yoki’s Garden and Yoki Shop… which is one of the raddest spots you’ll visit; and a total reflection of him.
It’s no surprise that “Yoki” in Japanese means “good” because Yoki is a very, very good guy.
We talk about his path, his motivation, what he’s doing today and why he’s always looking for “warm water.”
Time: 2:22
Maui and Sons
Time: 1:33
Ahead of the Curve
Time: 1:48
Sustainability
Time: 1:24
Doing Things Differently
3:00 – Accidental Audition Leads to Modeling
09:41 – Defining Creativity Through Basketball
13:45 – 60s Creativity: Alfred E. Neuman Influence
18:38 – Generational Shift and New Beginnings
22:16 – First Hawaii Trip Experience
28:16 – Choosing Passion over Education
31:26 – Quick Job Offers in Waikiki
39:28 – Learning from Conversations with Clients
42:48 – Customer Connection Drives Success
49:03 – Madras Plaid Elastic Waist Shorts
52:47 – “Generational Cookie Brand Origin”
1:02:00 – Upcycling Nike Gear into Fan Wear
1:06:41 – Community Orange Donation Project
1:09:46 – Surf Industry’s Evolution: 80s to Now
1:17:14 – Music’s Emotional Impact
1:22:16 – “Proximity and Influence”
1:24:51 – Commitment to Community Presence