Q&A with President Tatsugo Yoda of Aloha Rag

[Tatsugo Yoda]

All consumers ask for when shopping is a relaxed and friendly vibe.

Aloha Rag has that dynamic down cold. When shopping at this sleek and chic boutique, you will find elite labels such as Band of Outsiders, Tom Ford, Elizabeth and James, Shipley & Halmos, Rogan, Aloha Rag’s private label, etc.

Grungy Gentleman speaks with President of Aloha Rag, Tatsugo Yoda below…

Grungy Gentleman: What is one thing everybody should know about Aloha Rag?

Tatsugo Yoda: Aloha Rag’s take on fashion. We have been known for offering high end product and also do our best to create an atmosphere where people with all different styles can enjoy shopping.

GG: What is the vibe like at the store?

TY: We want the main focus to be on the clothing and accessories, so we like to keep the rest of the store visually minimal. We keep a very open and happy vibe at the store. We want people to feel welcome and comfortable while shopping with us.

GG: What are some of your favorite lines?

TY: Of course, I love every single line that we carry, but there are a few new designers that we are carrying this fall that I am very excited about. For men, we will start carrying Robert Geller and Adam Kimmel this season. They both have advanced styles, but different tastes. For women, I am very excited to be carrying Comme Des Garcons. It is one of the most famous lines for being avant garde. Only a few boutiques carry the line, so I am glad that I can give them a beautiful space to represent their collection.

GG: What do you look for when you are choosing which lines to carry in your store?

TY: The first thing that I think about when deciding on clothing is that men should be manly and women should be womanly.

[Band of Outsiders cardigan at Aloha Rag]

[Elizabeth and James / Shipley & Halmos at Aloha Rag]

GG: How is your private label being received?

TY: So far, I have gladly received very nice responses about our house line, especially the pieces with military detailing. People have been appreciating our fabrication choices. Retailers and press have been giving me positive feedback.

GG: What was the inspiration behind your fall line?

TY: I tried to create the New Basics for this Fall/Winter collection. We were very particular when working on the basic details and designs while thinking of the must-haves for the season. New Basics is our updated version of a basic wardrobe.

GG: How would you describe your own style?

TY: One of the reasons that I moved to America from Japan was because I really admired the lifestyle and culture of America in the 70's and 80's. My style is basically based on that old American style.

[Tatsugo Yoda]

GG: What is your favorite Aloha Rag story or moment?

TY: I remember when I first decided I wanted to expand my business to New York. I was thinking of opening up an art gallery but for better or worse, I decided to use the gallery space as a new Aloha Rag boutique.

GG: Are there any collaborations in the works?

TY: We did our first collaboration with Jil Sander for 2 sneaker styles in Fall/Winter 2009. Our next was with Thakoon, who designed his first men’s piece which was a cardigan in 2 colorways. For our Aloha Rag collection in Spring/Summer 2010, we have a couple collaborations coming out so stay tuned.