Maui Thing was born of the idea that people, especially Maui people, need not wear negative, cynical, profane phrases on their clothing.

Maui graphic designer Saedene Ota felt a discouraging disconnect between the fashions and the folks who live on Maui. With so many clothing lines being "all about me," where was the optimism, passion for place, eco-friendly attitude and love for nature that she experienced every day among the Maui folks in her world?

She decided to create her own, upbeat and positive line of clothing. Beginning with the motto "Stuck on good. It's a Maui thing," Ota sat down with her staff of eight young graphic designers and began to shape the lifestyle company and its clothing.

"We take creative and conceptual approaches to everything," Ota explained. "Our design process is to let the designers be free to do what they want, then the whole group looks at it and decides what will sell. The creative process is lots of fun for us."

The smart, hip, thoughtful designs have already become a cult favorite with Maui youth and they are rapidly expanding their market to infants and adults. The keiki line is especially cute, with its focus on simple graphics of indigenous and endangered Hawaiian creatures such as nene, honu and monk seals. Each tiny brightly colored shirt has an educational message on the back.

"It's more than just cool products," Ota said. "Maui Thing is a movement. It's about growth and change. We believe that good ideas and good design have the power to inspire, to stimulate, to make good things happen." In one voice, Ota, designer and marketing manager Malia Rodrigues and store manager Jaime Funakoshi explained that "Maui Thing is about things that are beautiful, things that make us laugh, things that bring us joy, things that motivate and inspire us, things that move our souls."

While the Maui Thing folks would love to have all their clothing be fashioned from organic fabrics, they are also conscious of the additional costs.

"Maui Thing is more about the messaging than the organic cloth because we want youth to be able to afford it," explained Rodrigues. They are moving toward eco-friendliness in their line, however. Their messages are printed in water-based inks and they continue to seek less expensive sources for organic garments.

COMMUNITY OF ARTISTS

Maui Thing's mission is, in part, to support local artists and musicians. They strive to encourage creativity in all aspects of life.

Their methods are often subtle. For example, their brochures, in the form of little booklets telling the company story and philosophy, leave half the pages blank so the book can serve as a sketch or idea book to be carried around in your pocket and pulled out when inspiration strikes.

"Daydreams. Doodles. Sketches. Observations. ToDos, Goals, Ideas. Get creative. Use this half of the book to jot down all the Good Things that inspire you," the book explains.

Although Maui Thing is growing fast and now has its own boutique in Wailuku, Ota and her staff do not plan to leave their day jobs as graphic designers. Their bread and butter graphic design accounts include Mauna Kea Beach Hotel, Halekulani, Ali'i Kula Lavender and Hawaiian Springs water. They do plan to continually expand Maui Thing, however. Their hope is to begin creating their own styles and getting a cut-and-sew business going.

Like Chinatown in Honolulu, the Wailuku community is trying to establish an arts and retail environment to energize the town. Every First Friday, Market Street becomes a pedestrian thoroughfare with musicians, artists and the fashion flock meandering through.

Maui Thing is at the heart of the efforts. The energetic staff has plugged into the street fair by offering special events and programs for keiki, teens and adults. They often provide musicians a venue, as well as artists who can show and sell without any charge or commission.

ART FOR THE KEIKI

Maui Thing is also active in efforts to bring more artistic opportunities to Maui's keiki. Every second Saturday the store offers art and craft classes run by Ota's mother, Katherine Yee, a retired art teacher.

In October, participants made Halloween masks. In November, they made feathered headbands with a lesson about Native Americans. In December, it was Christmas trees. This month it will be Chinese paper dragons and lanterns in observance of Chinese New Year.

Maui Thing's line currently includes keiki, men's and women's T-shirts, hoodies, yoga pants, dresses, hats, infant apparel and some lifestyle accessories such as water bottles.

Amid the current economic downturn, Maui Thing symbolizes optimism and an upbeat attitude.