Aloha Rag is a bright spot of a boutique on the west side of New York with colorful Henrik Vibskov knits and playfully deviant work of Martin Margiela. It’s not a store for fashion lovers who drape themselves in basic black. We love Aloha Rag for their kaleidoscopic medley of styles, colors, and aesthetics. But for their first foray into designing their own clothes, it’s not weirdness and subversion that rule the day.
Owner and designer Tatsugo Yoda chose a cool practicality to introduce the Aloha Rag line to the world. It’s the fit that counts for these basics, which are made for both men and women. At an in-store preview of the line today, looks like leather motorcycle jackets and army parkas were shown in perfect shapes and sizes, great for toning down and complementing wild Vibskov leggings. Even their one-piece collaboration with Thakoon—the Michelle Obama-approved designer’s first foray into menswear—is a pragmatic, comfortable red plaid cardigan. Some days, we opt for a subtler ensemble to match our quieter moods and on those occasions, Aloha Rag’s new line will be a good fit.