Mottainai

"The word Mottainai (moe tie nie) roughly translates into "what a waste", and can be interpreted to sum up when people squander natural resources. Deeply embedded in Japanese folk tales, it is commonly used by parents to ensure children eat all of their rice. Children are taught that if they waste things, the "mottainai ghost" will come.

The Mottainai brand was created in 2007, in Brooklyn, NY out of a collective disappointment in the abundance of substandard clothing. Most clothes seemed needless and others incomplete. We set off to design collections based on necessity and frame of mind. Mottainai garments are for those who understand the importance of environmental stewardship and whose modern lifestyle demands innovative creations. Authentic, simple, and resourceful"

Fall 2010 collection. 

                                                                             Functional

    Spring 2010 Collection