Yoki Shop's New Digs
Welcome to Yoki Shop
Jeff Yokoyama is moving up.
You probably remember Yokoyama from his days at the Modern Amusement label.Post Modern Amusement, in 2004 he debuted a shop for his Generic Youth label in Newport Beach. He later moved the shop to the hip industrial section of Costa Mesa, something of the surf and skate wear industry’s collective garage.
But last month, Yokoyama moved the boutique/studio, now called Yoki Shop to 2429 West Coast Hwy Suite 102 in Newport Beach, a spot across the street from Newport Beach’s waterfront, just a few blocks from where Dennis Rodman ran his controversial, and now defunct Josh Slocum’s club and restaurant.
One of the prime reasons for the move was foot traffic. There area gets a lot more shoppers walking around the current space, said Scott Andrews who works at Yoki Shop.
Along with Generic Youth, Yoki Shop sells house brands like Pidgin Orange and Yoki’s Garden, which produces aprons, dufflebags and T-shirts out of vintage football, basketball and coaching uniforms from University of Southern California’s athletic department. To say the least, all of the old USC gear is repurposed into items bearing USC slogans and graphics.
But all of the Yoki Shop's lines offer one-of-a-kind looks Andrews said. “Like a bakery, we make new pieces every day and we sell them in the store,” Andrews said.
