the rules
Respect the ancestors.We tie our lineage back to the history of feminism and the “reform dress.” We take the essence of historic Mu’umu’u forms and make them current. |
Don’t cut the print.The print should stay unburdened with seams and details. Cut the front as a single piece whenever possible. No fuss.
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Don’t cinch the waist.This is not a fitted brand. A belt can be added as necessary.
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Pleats over gathers.A gather is soft and romantic. A pleat is elegant, crisp, and signals intentionality.In aloha wear, the pleating that graces the back of the Holoku dress is a visual reminder of the 1893 overthrow. Victoriana as protest.
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Mu’umu’u is always the right answer.Forms are comfortable: suitable for all types of work and play.Read our manifesto.
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Have fun.If ornament is a crime then arrest us. We are unabashedly maximalist.Dressing is a celebration.
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