Today I sat with the super creative, Jeff Yokoyama.  We discussed his many successful brands and traced their roots dating back to his first global success, Maui and Sons.  We talked about sustainability, honesty in the approach to design and his search for 'Warm Water'. 

Yoki Shop...Newport Beach

Yoki says "Use the whole the Fish".  Mottainai is a Japanese word for "Wasteful".  Here he is repurposing a pair of Levi's destined for a landfill.