SLOW LIFE AND FASHION FROM SWEDEN.
MIMI AND MAG is a design project planned by Japanese designer Mimmi from 2015. She started working for designing in Tokyo in 2005 and has been a designer for over 15 years, for fashion and accessories, advertising, marketing tools, web design and more. She was happy with her futuristic life in Tokyo, but after moving to Sweden and having a new family, realized that there was a slower life with nature and more important ways to spend her time, and decided to combine modern and traditional clothes with her own family brand.
In Scandinavia, the word kimono is well-established as the name of a straight-shaped gown now. In fact, Kimono means all traditional Japanese clothing, and in Sweden there is the word "Folkdräkt" with the same meaning. While learning such traditional costumes, embroidered one by one with the simplest possible arrangements in a modern way. Not all clothes have the same design. The embroidery is also inspired by both Japanese embroidery "Sashiko" and Swedish wool embroidery
We use modern techniques to live naturally and steadily make products with reasonably carefully selected materials. Therefore, each one is unique. If you make something into a product, it is required to prepare a lot of materials, and in order not to make something that creates waste that cannot be sold. But we make things that consider the natural environment as well as the customer's environment. There is actually a limit to how quickly you can make beautiful things, but in today's convenient world, everyone forgets about it. Rather than concentrating unnecessary human resources, fuel, and materials to make quickly, think about the affluent environment and life, slowly make what you need, and have the people who need it use it when you need it. That's our way of thinking.