Aloha Rag Mellow Memories | spring/summer 2011

words_dena rochelle

File this under fashion news (this is the inaugural season of Aloha Rag’s New York showroom) and future reference (as in, you need to start saving money for a spring 2011 fashion fund so you can pick up some of these laid-back luxe designs). Aloha Rag owner/founder Tatsugo Yoda debuted his house label with a pre-fall 2010 collection. Dubbed “Mellow Memories,” his first spring/summer collection (for men + women), appears to be a worthy second act with a continued focus on modern classics and wardrobe essentials. Yoda wants to dress you for a summer music festival or seaside retreat. Distressed edges and soft vintage washes provide a lived-in quality to these clothes, as if they’ve been in your closet forever. Retro-print tees pay homage to some cultural icons of  decades past (I spied a Dark Side of the Moon reference in the look book shots). The well-edited collection includes basic button-ups and sweats, chinos and denim, as well as shrunken hoodies and blazers. Mark your calendars. The collection will be available just as the ground starts to thaw and you start dreaming about moving to Honolulu.

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This entry was posted on Saturday, September 18th, 2010 at 7:34 pm. It is filed under clothing, fashion, mens, news. You can follow any responses to this entry through the RSS 2.0 feed.