Cool Hunting

Born in New York in 2001 and now based in LA, MomiMomi makes t-shirts that are buttery soft, perfectly fitting and phenomenally styled. In their own words:

MomiMomi (moe-me, moe-me) is a t-shirt lab concentrating on designs of simplicity and comfort, the aim of our work is to conflate graphics and wear-ablity. That is, we seek to treat the t-shirt as a billboard for the body, developing imagery that both acknowledges and highlights the human form, and subverts conventional perceptions of it.

And what does MomiMomi mean? It's Japanese and means 'anything you can do with two hands.' It has both innocent and dirty inferences, but is generally used when describing a massaging feeling. I think it describes how I felt when I put one on yesterday-- mm, mm good.