#45 - 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 p