It all started with a cookie.

In 1980, three young surfers from Southern California were trying to decide what to do with the rest of their lives. They decided to start a cookie company named Maui’s Chocolate Chip Cookies, but their little business venture didn’t last long. When they burnt their first batch of cookies, they turned their attention to designing fashions for surfing and active sports. Maui and Sons became an instant hit!

And the cookie? It became an inspiration for the Maui and Sons logo. Inside, you will see elements representing the earth, sea, sky and fire. It’s a celebration of the power of nature and a tribute to the amazing creativity in everything from Maui and Sons.


Inspired by
the creative genius

Inspired by the creative genius of their founding partner, artist Rick Rietveld, Maui and Sons was launched with bold ideas, a few thousand dollars and a pair of madras surf shorts. Aggressively marketing their unique design to southern California surf shops and to local high schools, they broke all the rules. Everyone they asked told them that making their logo big and placing it on the back pocket was the wrong thing to do – but they did it anyway.

By carefully adding a quality roster of global licensees, which include North America, Central America, South America, Europe, Africa, Middle East, Asia, and Australia, Maui and Sons has grown to become one of the best known brands of active sports apparel and equipment worldwide. Today, the company’s products are sold in over 100 countries around the globe.

For over 30 years, Maui and Sons has created products that represent an image and a way of life that appeals to those who aspire to an active fun-loving lifestyle and the global surf culture.


While the focus of the company has expanded, the unique Maui and Sons style and illustration approach continues. Sharkman, the character created in the early days of Maui and Sons, is as popular as ever. The embodiment of the core image of Maui and Sons, Sharkman has become one of the best-known global icons in the active sports industry.


Rick Rietveld, a Southern California native, began surfing in 1971. After studying at the prestigious Art Center College of Design in Pasadena, California, Rick co-founded Maui & Sons, in 1980. He held the position of creative director for 10 years, during which time his artwork launched the success of the company’s image and popular appeal. He has received several awards for his work, and has been featured in books such as Stoked: A History of Surfing as well as several magazines including Surfer, Surfing and Action Sports Retailer. Concerning his work, Rick says “My art tells stories of better lands, fairer seas, adventure, spirituality, beautiful women – but the story’s ending is left up to the viewer. It’s a reaction to my daily experiences ensconced in my passion of the surf and beach lifestyle that I have enjoyed for the past 40 years.”