SS14 Preview: Maui and Sons

July 15, 2013 BY OBI ANYANWU


Who would've thought that making cookies would lead to a highly successful surf and apparel business? Three friends in Southern California decided to start a cookie baking business called Maui's Chocolate Chip Cookies, which unfortunately went downhill, but it led to the start of their surfing and active sports business, Maui and Sons. The trio pushed their madras swim shorts to local surf shops and high schools where their designs caught the eye of surfers and impressionable teens. The cookies from their first venture became the brand's logo, representing the elements of earth, sea, sky, and fire and played an integral role in their branding, and in turn, their success and popularity. Today, the brand is sold in over 100 different countries and takes a piece of SoCal to surf cultures across the globe.

The Maui and Sons Spring/Summer '14 collection is self-reflective. The creative team looked into their vault for graphics from the 80s and 90s, drew inspiration from their logo, and went deep into their surf roots for this collection. The graphics this season are scenic like the graphics of the 80s and 90s, and encapsulate the "chill" and "laid-back" vibe of the beach. The collection's color story features four neon colors from their logo that each capture the energy of hitting the water and catching that big wave. Designer, Lacey Corkery told us, "Being a lifestyle company that caters to board riders across the globe, we were inspired by the beach and the colors the sun creates. Having our corporate office overlook the Pacific Ocean, we were inspired to create pieces that feature “wearable art”."

Their mantra for SS14 is "comfort, convenience, and style." Corkery shared, "We wanted our apparel to reflect a “lived-in” look, and become go-to pieces whether at the beach or in the city. Washes and treatments were perfected in order to achieve this look by softening garments while creating a retro look and feel."

Keep an eye out for their printed microfiber board short they call, "Rip The Grip". The 22" outseam board short features their iconic "Sharkman" character who has been a part of their team since the very beginning. The design is a combination of original and vintage hand-painted graphics that look like a page out of a comic book. The "Rip The Grip" shorts also feature a solid black waistband, a black side flap pocket, a bright blue interior screen print, and a green pocket embroidery for an extra pop. The fine details like a logo drawcord, rubber shark tab, a colorful merrowed edge patch at the bottom left leg, and their iconic rubber cookie logo bring the shorts together. If you didn't know that the 90s are back, Maui and Sons are reminding you next season.

Check out more shorts and the full Maui and Sons SS14 collection at Capsule New York next week.

Maui-and-Sons-Sharkman-boardshort-SS14-preview-capsule-new-york-we-are-the-market-1 Maui-and-Sons-Sharkman-boardshort-SS14-preview-capsule-new-york-we-are-the-market-2