June, 2009

I recently came across this tour of Generic Youth(courtesy of TheHundreds.com), a Costa Mesa based clothing brand and store, a pet project of Jeff Yokoyama and his daughter Coco. Jeff is the founder of ’80s surf-brand Maui & Sons as well as Modern Amusement. He has now sold off those companies and came together with his daughter to start Generic Youth, an organic company that cut/sews each piece by hand in their Orange County shop. For more info, and to read the rest of the interview along with more pictures, head over HERE.