Brand Overview
Modern Amusement is a southern California-based sportswear brand thematically focused on the California dream, inspired by international art, music, technology and design. A mix of beachwear design themes and cosmopolitan sophistication, the brand's clothing is made to move effortlessly between casual and stylish settings.
Brand History
Modern Amusement was founded in Newport Beach, CA, by Jeff Yokoyama in 1995. (Yokoyama had previously co-founded Maui & Sons? in the early '80s, he later designed apparel for Stussy, and he would eventually go on to found the Generic Youth? clothing label with his daughter Coco Yokoyama in 2004. Growing up in Glendale, CA, Yokoyama was given the nickname "black crow," which would eventually come to be the genesis of the distinctive Modern Amusement crow logo.
Modern Amusement was initially sold in as many as 70 boutique retail locations in the US, primarily in Southern California in spaces such as Fred Segal and American Rag. The brand was also sold in as many as 300 international locations, primarily in Europe and Japan. Modern Amusement was acquired by Mossimo? in early 2004, at which point the company moved its headquarters to Santa Monica, CA.
Recent Collections
Fall 2006 (selected pieces)
External Links
Official Modern Amusement Site
Category
Owner: "cory" Last edited on January 6, 2008 5:16 pm by "69.231.63.237"
