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At Aloha Rag, The House Always Wins


A store’s in-house label should act as a sort of sartorial caulk, filling in the cracks of its stock for a seamless shopping experience. That’s how Aloha Rag founder Tatsugo Yoda has been working for some time, lining the racks with occasional one-off pieces. But he’s now making it official with the store’s first house label for Spring 2010. The ten-piece capsule riffs on iconic pieces but transcends the basics with Yoda’s love of deconstruction and detail. (This is, after all, a guy who buys heavily into Margiela, Demeulemeester, and a host of Japanese labels.)

You can see the subtle flash of a gold zip running up the side of a classic white boyfriend shirt ($240). Apparently Yoda, like us, is a fan of modular clothes. Simply undo that zip for an A-line shape. A heather gray hoodie ($185) has the same feature, only in the middle of its back. There’s a strong utilitarian vein running through a military blouson ($380), the shorts-over-sweats Rocky pants ($280), and a boxy Chanel-esque jacket in distressed plaid flannel ($320). Also part of the new private label is Thakoon Panichgul’s men’s cardigan collaboration with 5+1 Annapurna. Here’s a wish-out-loud for an equally cool women’s collab for Fall.


Photos: Courtesy of Aloha Rag



  1. wangqin502 says:

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