Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Maui and Sons

Maui and Sons is a surf and lifestyle brand rooted in Southern California board sports culture. Its aesthetic features bold graphics, neon palettes, and the signature circular shark logo. The brand represents a relaxed, active ethos centered on surfing, skateboarding, and coastal youth subcultures.

History

The brand originated in 1980 in Malibu, California, founded by Jeff Yokoyama and three partners. It initially began as a short-lived cookie business before transitioning into apparel. The circular logo, originally designed for cookie packaging, became a central element of its surfwear identity. During the 1980s and 1990s, the company gained international recognition, contributing to the mainstream popularization of neon-colored surf fashion and graphic-heavy streetwear within the global action sports industry.
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