How Modern Amusement was Born

As previously mentioned in the first blog, my favorite retailer Modern Amusement was just a small apparel company that supplied mostly overseas markets until 2004, when it was sold to Mossimo and is becoming more widespread.

image courtesy productdose.com

The company was founded by Jeff Yokoyama in Newport Beach, California in 1995.  Yokoyama began his career as a co-founder of Maui & Sons in the early 80's and also as an apparel designer for Stussy, both of which embody a semblance of the surfer-chic aesthetic that would come to be exemplified by the Modern Amusement brand.  Yokoyama'a childhood nickname of "black crow" eventually led to the crow being the logo for Modern Amusement.

image courtesy refinery29.com

Initially the merchandise was only distributed to boutiques in Japan and Europe, with its American sales coming from a very selective group of boutiques across the country.  Primarily, the items were sold in the US at Fred Segal and American Rag in Los Angeles.

image courtesy notcot.com

After the company was bought by Mossimo, the brand expanded sales to the Internet and a broader retail network, primarily at Neiman Marcus and Nordstrom.  The company also relocated to Santa Monica, and Jeff Yokoyama went on to co-found the new apparel label "Generic Youth" with his daughter Coco.  Modern Amusement has just recently started making women's apparel, but its key items remain as well made, quirky and fashionable menswear.

image courtesy awstories.wordpress.com

Info Courtesy Productdose.com & Modernamusement.com