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 p