NEW BRAND. 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!