Maui has a peculiar geometrical logo; it’s round, it’s big and it has some odd colored shapes dropped in the middle. It looks like a cookie! Well, those shapes are a triangle, a circle, a square, and a rectangle, and, for your amusement, those are the symbols of the four elements of nature: earth, water, sky and fire. (Heart! To finish the needed Captain Planet refference)
Maui’s clothing collection ultimate goal is to be “an extension of a lifestyle.” A philosophy that was written when the founders of Maui first gathered back in 1980 and has henceforth taken the brand to be a successful part of the surfing culture. Their shapes, colors and graphics transcend the relaxed mentality and positivism of the surfer archetype.
Going back to the cookie logo, here’s the story: there were once three surfer dudes baking cookies, try to make a business out of it. When they realized the only thing that was coming out of the oven were ashes, they took a look at themselves and decided to create a business that spoke the same language of their lifestyle and passions. Then a clothing line was birthed; one that dedicates its life to nature and surfing. That is how the cookie crumbles!
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