Orange County Wednesdays continue as we made our way down to Generic Youthin Costa Mesa this afternoon.
Generic Youth is the pet project of Jeff Yokoyama and his daughter Coco (that’s her silhouette as the logo). You may know Jeff and if not, you should. He’s the founder of ’80s surf-brand Maui & Sons as well as Modern Amusement, both of which he peddled off years ago (so don’t blame him for what became of those brands).
Obviouslyit was Maui & Sons, but I first truly became aware of Jeff’s brilliance through early Modern Amusement, when his hand-crafted goods were intimately distributed through the brand’s flagship boutiques on 3rd Street in L.A., Hawaii, and Japan back at the turn of the millenium. Jeff runs his brands on the tenets of PASSION and DISCIPLINE. He admits that once he loses those legs, he usually moves onward from his project.
So when his daughter came up with the concept to start up an organic brand like Generic Youth, he was hesitant. But how can you hold the creative spirit down? Several years ago, he took over this space in the O.C. where he not only cuts/sews the pieces by hand, but sells the unique GY goods as well. It’s a personal, imaginative environment, the walls are imbued with inspiration.
Fun. Texture. Colors.
It’s $5 Burger Wednesday at Generic Youth, where Jeff and the crew bbq patties for crew and visitors. All you gotta do is pay with a crispy Abe Lincoln or a used towel. Lately, he’s been inspired to make hoodies out of these vintage surf towels, so it’s a worthy tradeoff.
Bob Hurleyis a fan of the hamburgers and The Hundreds!
Jeff’s got a secondary, entirely different, project with a friend called Pidgin Orange. Now, GY isn’t wholesaled or distributed anywhere outside of this shop, but Pidgin Orange has made it’s way into a few boutiques worldwide. So keep your eyes peeled for the goodness.
Jeff busted his chops cutting hair, believe it or not. Before anything else. He still flexes the shears in the back.
This is the best part. As we’ve definitely grown accustomed to here at TH, kids are always approaching Jeff with questions about how to build a brand, break into the apparel industry, design, etc. He realized that instead of discouraging their dreams, he’d start up classes at Generic Youth to educate the next generation, and equip them with the tools to build their careers.
The school is monikered THE IMPOSSIBLE EDUCATION in response to the youth always being told that their dreams are “impossible.” Pat, B-Rad, Ben, and I got an impromptu seminar after lunch, where Jeff took us through some of his concept books, delineating how his mind navigates design, themes, and the winding roads of creativity.
Anyways, I can sit here and blog about this all day. I can show you photos of the space or talk about Jeff’s repertoire ’til the cows come home. Or you can visit Generic Youth for yourself and see where creation begins.
(Here’s a great, recent video by a girl named Alex from OCC, where she sits down with Jeff and takes you through GY. I know different people will watch this for different reasons.)
The first chapter of The Hundreds Summer 2009 drops tomorrow, Thursday, 11am, at THLA and THSF. Over the last few posts, I’ve leaked some of the headwear and cut/sew pieces that will be hitting the floor. Here are a sample of the graphic t-shirts you can expect in the range..
Munko/Thrilla Gorilla mash-up, courtesy of Dave Choe.
The first 5 people who CORRECTLY email THinfo@thehundreds.com with the reference for the following graphic get it for free. No kidding.
Alright sorry to burst your bubble, but the contest’s over.. Congratulations to the 5 winners. For the rest of you, Mr. Fusion. Yup.
This one’s based off of one of L.A’s historic coffee diners..
I see OJ, The Chundreds, Leila, Yasi, Cheech, Chong.. who else..?
And of course:
photos by Paul Sun and The Social Trust
Just some of the snap-backs dropping Thursday for the new The Hundreds Summer 2009 collection at both THLA and THSF…
The Hundreds Summer 2009 is served this Thursday at THLA and THSF. I’m gonna post a few specials over the next couple days to whet your appetite. First up, here’s a taste of the cut/sew. Hungry yet?
No, really, are you hungry? Because I just threw like 5 food metaphors in a row at you, and you didn’t even flinch. But for some reason, you’re thinking about popcorn, aren’t you. You have a weak mind.
photos by Paul Sun and The Social Trust
Keeping the tradition alive.
Cinco De Mayo BBQ at TH HeadQuarters.
Bailey (Flight Club LA) made a cameo this morning at TH HQ. He’s got a couple big events going down at the end of this month with Big Sean and Tyga. More info as it comes.
Ray (Mighty Healthy) is the Manny Pacquiao of Streetwear. Tweet that.
Lindsay and Benny Hundo. Linds has got something really great going on with her personal line Kenny. She’s rocking one of her dresses there. And she’s the best.
Looks like Johan (3sixteen) gets down at La Taquiza also.
Julian (THLA) pimps his DTF show Monday night at Temporary Spaces in Hollywood. Be there or be not cool.
“Hey Bobby, what are you gonna blog about today?”
Diggin’ in the crates for this one. Check the o.g. “Drips” tee, gotta be 4 years old now.
See the “LA”?
SuChin was in town. We had lunch at Little Door, then I convinced her and Blaire to drop by THLA.
The Hundreds Footware it’s at.
Yesterday was May Day, and as pro-immigration rallies and protests charged forward throughout the States, downtown Los Angeles followed suit. Tens of thousands of activists marched through Broadway, raising awareness for immigration reform, amnesty for illegal immigrants, and calling on an end to raids on undocumented workers.
It was an awesome spectacle, and if you’ve never attended an event like this, trust me, it’s an adrenaline rollercoaster. The people united.. it’s a sensation of invincibility and empowerment knowing that you’ve got the government, media, and world, by the balls. To gather in a likeminded community that are all seeking change, it inspires on so many levels..
WIthout letting my politics seep into it, I wanted to show you all the raw, impassioned spirit of a determined people. Whether or not you agree with their perspective, you must admire their zeal and fervor. Their fight. Sometimes I get bummed that the youth have become so entrenched in apathy, jaded to corporate takeover, to government running rampant through our lives, and lacking a defined opinion on issues that directly matter to our community. But then I look around at rallies like this, and it renews that sense of relevance and urgency.
Trust me, t-shirts and sneakers and baseball caps are all great fun. But look into the eyes of these people, listen to their collective voice, and you will see that there are much more real and visceral forces that encompass peoples’ lives beyond material consumption.
The #1 question we get asked is what “The Hundreds” means. Indeed, you’re looking at the definition. Get involved.
This fellow had a voice that barreled through the streets of downtown L.A. Being confined to a wheelchair was the least of his concerns, his heart was greater than that of 15 men.
A family affair for most. As it should be.
So many stories going on within this image.
The call to action brought forth diverse factions of subversive groups, from farmworkers to peacekeepers, to the masked Communists.
This guy is my hero. (And yes, I know that comes from a guy who co-owns a clothing company.)
For some, perhaps just a (media) circus.
For others, life and death.
Punk band Avail has a chorus that rings “What the hell are you fighting for? / I hope it’s something you really believe in / ‘Cuz someone got a fist in the face because you’re feeling weak / And you’re causing all these problems that nobody needs!”
At first glance, these guys seemed like emptyheaded rabblerousers themselves. But they turned out to be erudite in their convictions. Again, inspiring to see young dudes like this willing to be arrested for their cause, and educated in their reasoning.
Normally, I hate orange t-shirts. Not today.
So if you ever see these neon-green caps bordering marches and rallies, be comforted. Those are NLG (National Lawyers Guild) members – law students and lawyers, versed in the law, and volunteering to protect activists from police wrongs. They basically watch out for the people in case the cops get out of hand (as they did at May Day 2007), record and document, and make sure justice is served. I have the honor of owning one of these hats as well.
These guys are supposed to be there to watch out for you as well. To protect and to serve,right?
Sorry world, this is the greatest country on Earth.