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Where Else To Say “Aloha”


Tatsugo Yoda’s high-end Aloha Rag boutique got its start in Hawaii—and, before many of its compatriots fleshed out their e-commerce sites, with a thriving shop online. (A New York location was added in West Soho a few years back.) The shops are still a go-to for lines like Balmain, Comme des Garçons, and Maison Martin Margiela, and nowhere-else exclusives like Dover Street Market’s collection, which the store will be carrying for the first time for Fall ’10. But there’s also the house label, something of an inside secret among fashion types. (Thakoon Panichgul liked his Aloha Rag cardigan so much that he eventually collaborated with Yoda to launch his own men’s cardie—the first menswear piece he’s yet attempted.)

For Spring ’11, Rag extends even further, selling its collection to other boutiques for the first time. The AR line has always been about smart, vintage-inspired pieces, but for this, its third season, it’s larger than ever before. But less is still more. It’s the details that make these clothes: the bandanna lining on a tone-on-tone navy seersucker suit, or the contrasting, electric pink zipper linings on a nipped-in green army jacket (inspired by a military original). T-shirts come soft and slouchy, and printed with custom graphics that require a second look. A reproduction concert tee from 1969 promotes a show that never happened: It’s Yoda’s dream concert, featuring the Grateful Dead, Pink Floyd, and Rick James. For men: their own versions of the army jacket and the seersucker suit, plus chinos and camo-print pants with dropped pockets for a more flattering fit. And for everybody: unisex denim, sourced from Japan, in dark-dyed, distressed, and piqué fabrics.

Photo: Andrea Thompson



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