Our brand started after exploration into the relationship between consumerism and mental illness, something that personally affects our founder. Discovery of some harsh truths showcased the detrimental aspect of consumerism and how it monetises off vulnerable individuals. We couldn’t have that, our brand is about redefining consumerism, creating a positive impact from the inside out, particularly focused on mental health advocation.
We want to not only start that conversation but to broadcast it.
‘MIND|MATTER’
We want to not only start that conversation but to broadcast it.
‘MIND|MATTER’
ABOUT
US
PHILOSOPHY
Mimsugi philosophy follows that of acceptance, embracing individuality, and pushing for creativity.
Aiming to create a community within the, more often than not, harsh creative industry in which we value everyone’s mind over any matter.
This is a history intrinsically connected to the mistreatment of the mentally ill community. A minority that has it’s own history within society and visual culture dating mistreatment back centuries. During this period individuals in financial power consumed art, and literature. A visual culture which continually negatively depicted mental illness, i.e. ‘Ship of Fools’ and ‘Judith Beheading Holofernes’ ridiculing the mentally ill community creating a detrimental stigma. Much of this stigma has shifted for males into association with genius i.e artists a like Schiele, and Van Gogh were considered tortured geniuses. Comparatively, the association of the mentally ill female was transparently sexualised. A trait that has continued to today, and can be seen in the glamourisation of the mentally ill female; trends alike ‘heroin chic’ glamourise substance abuse, ‘paris thin’ a term coined in response to ideals of models implement and promote eating disorders. The list goes on.
From exile, to torture and abuse, to solitary confinement the mistreatment of the mentally ill has always been apparent. This can still be seen in multitudes of visual culture; Asylum Architechture for example. Despite significant improvement in treatment, the mentally ill community are still targeted for profitable gain. Upon research I discovered the fashion industry did not just benefit off of the mentally ill community but had infact been built off it after a psychological experiment ‘Therapy for Fashion’ carried out in the 1950s on mentally ill women with the intention to utilise fashion to rehabilitate the mentally ill.
Pre-dating this, fashion had been considered a symbol of status implementing a hierarchy, designed by males in power, that would be continuously conveyed throughout society and already possessed strict gender roles in which women’s well-being was disregarded for the lustful desire of men. This is apparent through the history of corsetry , it’s origin and links to pornography of the time.
Now consumerism monetises on the majority of individuals by implementing narrow pre-decided ‘societal’ flaws and gender roles that those in power provide a costly solution or product suited for and a helpless society that provokes shame and disownment of individuals non-conforming.
Mimsugi takes on the challenge to transform the fashion and creative industry as we know it, to slow down consumerism as best as we can and spread positive awareness of mental illness and, implement the importance of positive well-being.
Changing a corrupt system that has been in place for an extended period of time isn’t easy, but we’ve got to start somewhere :)
M I M S U G I
CONTACT:
EMAIL :
INSTAGRAM :
INSTAGRAM :
@MIMSUGIPR.COM
@mimsugipr.com
PERSONAL PORTFOLIO :
PERSONAL CONTACT :
PERSONAL CONTACT :
avspinks22@gmail.com