ABOUT US

 

We are the founders of Mottainai Shop London, a small independent brand dedicated to sustainable practices such as reconstruction and repurposing. Inspired by the Japanese concept of Mottainai—a call to reduce waste and value resources—our work is rooted in mindful creativity and environmental responsibility.

 

With one co-founder bringing over 15 years of experience in corporate fashion and a partner with over 16 years of expertise in strategies, advertising, and innovation across various agencies, we bring together diverse skills to approach sustainability from a multi-faceted perspective. As passionate vintage lovers, we celebrate heritage from different countries, honor craftsmanship, support local artisans, and value wisdom as vital elements of a sustainable future.

 

​The Mendful Makers initiative, launched in 2023, reflects our commitment to using fashion as a powerful tool for positive change. As part of this journey, Mendful Makers has been selected by Haringey London (2024/2025) to contribute to the borough's ambitious goal of achieving Net Zero Carbon by 2041.​

 

Our mission is to reduce waste by ending the throwaway culture, extending the life of materials, and encouraging small, impactful changes.

 

We believe that every small action makes a difference. Together, we can create meaningful change.