Tell us about Mimm?
The idea was to have a clothing shop that also pushed music. Mimm stands for ‘Music Is My Motive’. Everything we do contributes to a creative community. It’s more than just a shop. We want to provide clothes for the kind of people who go to underground music events and want to find stuff they can’t anywhere else.
Is there a wider message here?
It’s important to bring together different parts of society. We did the ‘Salaam’ t-shirt to put a positive light on a religion which gets so much bad press. We’ve also done an exhibition called ‘From China With Love’ a different perception on Chinese culture.
What are your plans for the shop?
We’ve started to develop our own brand because we found that people are proud of its affiliation with Nottingham and believe in what we do. We also want to invest in more British brands, having the best of UK streetwear in the store. I want to make some documentaries on each brand next year and possibly a short film. It will be an interesting way to give people an insight into UK streetwear culture.
Who would appreciate something from Mimm?
Anyone into stuff that’s not mainstream. We sell good quality clothes that are affordable. People who like graphical tees, who like simplistic designs, who like no logos, they’ll all find something here. Being a small independent, we can cover a few different areas.
Are you doing anything different?
We’ve got a few more collections coming in. Dark Circle and SCRT which are both British. We’ve also got Universal Works who are a Nottingham brand. They make a lot of their stuff in Nottingham and the UK. They have inspired me to have that same ethos.
Why should we shop independent?
It is important as it creates diversity and a different way of thinking. We want to offer something to those who like to be. People who are a little bit more free minded, get yourselves down to the Mimm store.
