Surf Shacks 064
I’m just a simple guy from Kauai that likes to make cool stuff and surf occasionally. Dad and husband… Love my family, they’re the best.
Ha ha, long story short here… I married my beautiful wife just after college and headed to California not sure what was next. I really had no plan other that to start the next chapter in this life adventure. I got started in design by helping at a small brand in San Clemente, running around to get boardshorts made back when stuff was still done locally a lot. I had zero background in product design and manufacturing, that time was my schooling. I learned from one of the best dudes, Lawrence Quigley — Squiggs to friends. The rest is history as they say. I was fortunate enough to work with some of the best brands: Billabong, Element, Hurley, DC and Quiksilver. Somewhere along the line I got creative with a good friend Jeff Yokoyama and birthed the brand Mucho Aloha. That’s a big part of my life now, making beer and other cool stuff.
That small brand was Lost Surfboards. I was basically a runner — as in run around and get anything done that needed doing. A lot of that was garment development and production. That got me interested in the design component, and I just started dabbling.
At Quik I was VP of Design and I personally handled boardshort innovation.
My current brand involvements are Mucho Aloha, where I’m a founding partner. I wear a lot of hats, but my main focus is creative direction. Stacey MFG is a young brand out of Currumbin, AUS. Lee Stacey is an amazing shaper and all around good dude that has a good crew surrounding him. I’ve helped him develop an apparel component to the brand. Tons of fun and a bright future there. Aloha Exchange is a shop on my home island of Kauai started by two of my best friends. I work with them on everything from branding to custom product development.
Oh man, yes lots of hats. My favorite thing to do will always be taking an idea from concept, to sketch, to real life product. Watching ideas come to life, and then seeing someone get stoked and enjoy that product. The full cycle of design.
Nowadays I’m out of the rat race and working from home which is amazing. It’s a hustle, but it”s the best. Days kinda depend on the surf a bit, but a typical day has emails, surf, designing, more emails, hanging with the fam at the beach, a coupla beers at sunset time. Rinse and repeat.
I grew up on Kauai, south side. After high school I moved to Oahu for college, then on to California back in 1997 (yikes!). Sixteen years, four kids and a couple homes later, we moved back to Hawaii. Been on the north shore for going on 5 yrs now.
Simpler in some ways, more complicated in some. Life is what you make it. California has its conveniences, but Hawaii has its natural playground. Lot’s more time in the water for sure… warm water is so much easier and fun. We had great community in California, and we have great community here. Surround yourself with good people wherever you are.
My favorite parts about the north shore are waves of course, but also it’s such a great small community vibe. Everyone knows everyone. Being in this house is rad. It’s been here for so long that everyone out here knows it — like “oh you guys are in the old A-Frame.” Lot’s of people have lots of memories here, so we try to keep it open for everyone to hang and enjoy.
Ha ha, I can’t be broadcasting the secret spots… I surf out front of the house a lot because it’s right there and usually pretty good, in between Rockies, Rights and Pupukea. Restaurants is a bit tough, slim pickings. Pupukea Grill food truck is a favorite. Rajanee Thai and Banzai Sushi are regulars in Haleiwa Town. Outside of that we’re driving to town for the good foodie scene.
My wife Juliana is awesome, she homeschools three of our four groms. They’re all so smart, creative and beautiful. My oldest daughter Selah, 16, is a senior at Kamehameha School. My son Shiloh is 14 and shredding. Two younger daughters, Evi 9 and Liv 6.
It was a perfect storm of conditions. I was at Quik at the time, flying back and forth to France all the time as the company was consolidating the design team and moving things over there. We’d been wanting to move home and raise the kids in Hawaii but it’s hard to pick up and move your whole life. Then Selah got accepted into Kamehameha, and it was the catalyst. The rest just worked out.
Yeah it’s a hustle! On the plus side you create your own destiny to a certain extent. Freedom of time and planning. On the other side, it’s kinda all on you to make it happen… Lots of trust and faith came into play. No more direct deposit checks! I’ve never worked so hard for so little money, but we’ve also never been so happy. Life is simpler, pleasures are more simple. Rewards are greater. Future is bright!
Most of my entrepreneurial focus is on Mucho Aloha. We’re in plans and discussions to get a brewing operation going in Hawaii. I really want to bring the brand home. Some plans for SoCal on the horizon as well. Design-wise I’ve narrowed focus to two great brands: STCY Mfg out of Australia and Aloha Exchange based out of Kauai.
Be content and enjoy the moment. Love over ambition.
Discover more creative surfers’ homes in our book, “Surf Shacks®”
A goofy-footed graphic designer who hails from the first state, Delaware. After attending Flagler College in St. Augustine, FL then graduating from SCAD in Savannah, GA with a BFA in Graphic Design and Illustration, Matt moved to NYC and found work as a freelance designer and art director. In 2006 he moved west to Venice, CA where he co-founded ITAL/C Studio and now resides a bit further north in Oxnard.
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