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Mimi and Mushky ❤️

@mimumaxi

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Jewish sisters from Brooklyn! We speak our mind. Our clothes speak for themselves. Shop size-inclusive basics for all spiritual & sartorial styles ❤️

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Our kind of Mommy & Me…

MIMU MINI Loyal Leggings! Coming soon! by @mimumaxi

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a month ago

Zoom in for some young (😉) MIMU developments on the horizon ☺️ 👧🏼👧🏻 by @mimumaxi

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4 months ago

When how it began looks like how it’s going, thirteen years later 😳🙌🏻

In Mushky’s words, “When you rest so hard you come out the other side hustling again right where you began”😂

But of course, so much has happened in between and so much is different! (We are!)

It has been an experience ripe with so much pride, so many lessons, rich enjoyment (surrender does that), and a lot of wonder, to be back to packing MIMUs again in our pajamas! Life takes us on wild journeys, and I never in my wildest dreams thought MIMU would find itself here after we closed a year and a half ago. And there’s a newness to it all. We are slowly and lovingly steering this ship and leaning into the unknown at the same time. We’re applying our own life journeys and lessons to MIMU 2.0. But it also feels like going back in time, like the early days. And we know it’s not everyday you get to experience that, so we’re savoring the feeling 🥹

Thank you so much for shopping our preorders! A new preorder drops VERY SOON 🤩

(PS I went into the archives and spent my night making this reel so show it some love for the love of Gd 😂) by @mimumaxi

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7 months ago

When I saw the 2016 trend and realized where me and Mushky were then, I knew I had to take a walk down memory lane. One search in my phone for “2016” made it clear this was truly the year that contrasts our lives today! It was the year Mushky and I see all our coping, all our hustling, a lot of hard stuff — all happening alongside all the hustle and newfound success.

2016 was the year MIMU took off. But it was also the year that signaled a lot of changes in our internal worlds, in our bodies, in our homes, that we wanted to — had to! — listen to…

10 years later, our business went through the pandemic, and each of us individually pulling back from business in our own way, because we were prioritizing our life and our rest…which led us to closing. We read the room, we saw the signs, we said goodbye.

But truly it was a yes: yes to our lives, yes to having limits, yes to not having to be so attached. And yes to trusting that if it was meant to come back, it would (have to) happen without our gripping.

And here we are now, having truly let go, experiencing a return of energy, trusting the new way we want to do things, and not planning anything in advance. Just showing up to what’s possible, and making sure it can live alongside our new lives, and selves. But there’s not commitments, no promises, no all-or-nothing mentality. Just us, with more ease, taking it one step at a time, one launch at a time…

2016 was about working hard, 2026 is about slower, smarter.
2016 was about bigger spaces, 2026 is about inner spaciousness.
2016 was about being working women, 2026 is about being women who did the work.
2016 was about building, 2016 is about enjoying what we already created.
2016 was about expansion, 2026 is about focusing on everyone already here supporting and rooting us on.
2016 was about growing, 2026 is about grounding.
2016 was about proving ourselves, 2026 is about trusting ourselves.

With love for all the versions of who we are and have been! And thankful to see what’s possible, when you’re willing to let it all go ✨

With love for these memories, and for all of you cheering us on, then and now, in this still unfolding story 🤎

Mi & Mu by @mimumaxi

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9 months ago

Also that feeling when you return to your production house and remember that you have rolls of black ribbed fabric 🫠 by @mimumaxi

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9 months ago

🤎🧸🚪🕰️🪉🍪☕️🍂🍄‍🟫🪵👜 by @mimumaxi

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9 months ago

👀 by @mimumaxi

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10 months ago

Last week, after a months-long hiatus, I returned to my shopping chats, sharing my cross-palette, low-to-high-end, modest-and-modest-minded shopping finds with 2k+ members. Even when I take breaks shopping for me, I find it SO fun to shop for others! The little lift it gives me when I find something you love — especially if it’s in a hard to find color or size — feels reminiscent of the MIMU days but also much earlier: teenage me shopping with friends and popping behind a rack lifting up an item and saying “This is so YOU, no?!”

Even while owning a fashion business I always had a bit of a complex around being “into” clothing, which I associated with being a fashionista girly girl. I was more of a Seattle-vintage-grungy-creative! My mother had a hard time shopping for me when I was young, I hated trying on clothes, and I always preferred vintage shops to mainstream stores. I dressed very funky, and enjoyed making a statement way more than wearing what was trendy or owning designer items (that last part has changed 😅).

Over time, I’ve reclaimed my love for shopping, owning the fact that it’s a necessary part of what I truly love: embracing my personal style! These days, shopping isn’t about HAVING but about connecting with myself and others, having a little pick-me-up in this often hard life, and treating myself with love. My personal spirit around shopping — which very much shaped @mimumaxi — is that we all deserve to have positive encounters with shopping . Shopping shouldn’t confirm our worst thoughts about ourselves…but lift us up.

This is the energy I bring to my shopping chat, and my hope is that I can take some of the hard parts out of shopping online to welcome some ease and fun and self-love. (And sometimes we need support! This is part of why I invite members to message me 🫶🏻)

The more meaningful, community elements of @mimumaxi are what I miss so much, and it feels good to realize that the same energy I brought there can now take new forms. Who I was through that era is now imbued into these groups, and I’m curious to see where this fun endeavor takes me ✨

Join the shop groups via links in bio! 🤎
(And message me if you want to advertise!) by @mimumaxi

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2 years ago

There is no way to truly convey what MIMU has meant to us, to you! We would love if you would honor this moment with us, and send us off with love, in the comments — I will definitely be reading them and soaking them up 🥹

This has been some time coming, and we’re embracing our next chapters, but this hasn’t been easy. It feels good to know so many of you will share in this MIMU Mourning (an alliteration I never thought I’d use) with us 💔

If you are interested in purchasing our business or any of its assets, or if you want to simply write us a love letter, email us at founders@mimumaxi.com 🤎

Some logistics, friends:

Use code FINALE for 50% off your order! 🎉
Stock up on your beloved MIMUs that — barring an outcome where someone takes over our business — you may never be able to purchase again!

All sale and non-sale items are henceforth FINAL SALE.

We will be posting a ceremonial question box this week so we can process together 🙏🏻

And I’ll be sharing my own personal thoughts at @mimihecht where you can follow all my current and future shenanigans 🙃

Thank you from the bottom of our hearts for being a part of an incredible era of our lives that we will always remember with love and pride and gratitude! ❤️‍🔥

🤎
Mimi & Mushky by @mimumaxi

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2 years ago

We all know the disappointment of checking the Pesach calendar only to find there’s just one full day of Chol Hamoed — But! Pair that with one full day of a MIMU FLASH SALE? Worth it!

Take a chol hamoed trip to our site for 45% OFF SITE-WIDE.* 24 HOURS ONLY. Let’s gooooo! 💪🏼

Code: MIMUFLASH

*excludes black basics + new arrivals. All purchases final sale. by @mimumaxi

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2 years ago

Freedom has always been at the core of MIMUs ethos. The freedom to be modest, the freedom to move and flow — comfort and versatility by design.

But freedom means so much more this year. The personal process of Passover that mirrors the exodus is personal, real, and painful. Talk about slavery doesn’t feel like a parable as our brothers and sisters who were stolen from us need a miraculous freedom 💔

Our hearts are always in Israel, but for the past six months a part of the collective Jewish heart is literally enslaved. They have names. People we know, or people we know who know them. The larger ancient lessons are at our doorstep, our hearts beating differently until we hear they are home.

This is a season of miracles, of everything changing faster than we thought possible. It’s hard to access the energy of possibility, but that’s exactly when we have to try.

Can we celebrate freedoms of the past to activate it in the present? Can we manifest and embody Jewish joy to invite the miracles we need right now?

Right now, and always, I choose to believe we can.

This year, together in freedom, in Jerusalem.

Alaya is wearing the #mimuHolidayDress in Ecru — new colors coming very soon! 🤍 by @mimumaxi

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2 years ago

You’ve done the Pesach cooking, you’ve done the Pesach cleaning, maybe you’ve even started the Pesach packing. So now it’s time to do a little something for ✨you✨.

The #MIMUShop is openin up for one pre-pesach night of shopping!

Grab some new arrivals like the final pieces of the Holiday Dress and the ever adored Luxe Set, and peep the exclusive in-shop-only sales! 👀

When: Thursday April 11 7:00-9:30pm
Where: 307 Troy Ave
Why: Because we love you

See ya there! 👋🏻 by @mimumaxi

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3 years ago