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May 24, 2016
A couple of weeks ago we shot the Spring Lookbook 16'. We decided to shoot in Lenton and teamed up with Photographer Dan Teef (Decorum), Videographer KASHKAM and our model Jake Khodabacus.
We shot in Lenton because that is where it all started for Mimm, being a child way back when the trouble i cause were on the streets of LT, the unfortunate truth is that due to regeneration the high rise flats have already been teared down and the precint is soon to follow so i thought i wanted to solidify the memory of my child hood in a lookbook for Mimm.
Dan captured the collection perfectly featuring the last of the Lenton sky rise flats, This + That Shop and Mr Singhs famous blue shutters as a backdrop.
The Spring Collection is based on the 'Mimm Mind Set' which consists of 'Kick Some Knowledge' T-shirt and Longsleeve designed by the lovely Dani Le Bear, 'Mimm Love' and 'The World Is Yours' designed by Elroy The Artist. These collections represent how we should fill our minds with Love and Knowledge and encourage Movements made in a positive way.
You can now check the collection Online here and Instore... Heres a peak of our favourite photos from the Lookbook.
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