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Our mission
The problem 🗑️
“92 Million tonnes of textile waste are produced annually” – Earth. Org
Environment
It has become part of our nature to buy into trends and discard them as soon as they no longer align with our style. Fast fashion’s relentless pace encourages us to buy more than we need, and as we continue to chase the new trendiest styles, we forget the long-term impact our choices have on the planet. The importance of underconsumption is more prevalent than it has ever been before.
In with the old, Out with the new
We overconsume yet underuse our clothes, leaving a third of the clothes we wear unworn (The Times)1, but what does this mean for us? Aside from the environmental toll of overconsumption, we’ve also lost our personal touch. As we buy into trends, the piles of clothes in our wardrobe (or chairs in the corner of our rooms) grow and grow, yet the personal value diminishes, not only making saying goodbye to our clothing that much easier but taking the soul and fun out of style.
Size 12 or Size 12
It’s not just our burden, the industry’s lack of consideration for our everchanging bodies is factor known to be a driver in overconsumption. As designers fail to factor in natural body fluctuations, sizing becomes an increasing reason in the need to buy new clothes (New York Times)2, its only natural we can’t seem to figure out what size we are! The economy might enjoy the rise in sales, but our planet struggles with its rising sea levels.
The solution 🌱
Sewing skills
We’ve got the ideas, but not the sewing skills – As fewer and fewer of us inherit sewing know-how, our clothes don’t always get the second chance they deserve. In fact, 59% of us believe we underutilise our clothes due to our lack of sewing skills (British Heart Foundation)3. Scraping just enough time to whip up dinner at the end of the day, we all struggle with time for our own time let alone revamping our entire wardrobe. The Mimi Kit lets us revamp our clothing in a flash, and most importantly, it does so with ease.
Longevity and circularity
The urgent need for accessible solutions to reduce clothing waste inspired the Mimi kit. As we all crave new outfits and some of us are still figuring out our style, Mimi allows us to refresh our wardrobes in a sustainable manner. Promoting longevity and circularity, the kit offers simple, low-commitment tools to rework, restyle and reinvent what you already own. By making upcycling easy and fun, Mimi supports a shift away from fast fashion and toward a more thoughtful, waste-reducing approach to dressing.
Self-expression and creativity
As fashion trends come and go in the blink of an eye, we’ve forgotten how to dress for ourselves. Enter Mimi – your wardrobes best companion for constant reinvention without the environmental and costly consequences. With its non-permanent nature, Mimi lets you express yourself and experiment with style, all whilst keeping the commitment low and the impact even lower. It’s the perfect way to refresh your look without getting caught up in the trend cycle.
Body confidence
As we’ve already discussed, the fashion industry hasn’t exactly considered how our natural body changes might affect our confidence, and lets be real, social media doesn’t really help the way we see ourselves. The digital world is full of deceptions and tricks to paint a rosier picture, for example, take the fact that clothing is often pinned to fit e-commerce models perfectly, making us feel like nothing ever fits us quite right when we put it on. Mimi’s support of body-confidence is seen through its ability to hyper-personalise, meaning your clothing can be adjusted to the perfect fit in an instant. And the best part? Mimi’s temporary nature lets us tailor to our body fluctuations, making our clothes a flawless fit for its entire lifetime.
1 https://www.thetimes.com/life-style/celebrity/article/robert-crampton-old-clothes-g3vswh09x?utm
2 https://www.nytimes.com/2022/09/05/style/fluctuating-weight-sustainable-fashion.html
3 https://www.bhf.org.uk/what-we-do/news-from-the-bhf/news-archive/2017/june/bhf-exposes-uk-sewing-skills-shortage-to-launch-the-big-stitch-camapaign
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