the rebrand

Some of you might have noticed us gradually rebranding, cutting our name short to By Moumi to emphasise the fact that our designer cat Moumi runs the show, along with two little helpers Myogi the Burmilla, and Kikilala the Snowshoe. Look closely and you will see that all prints created and stories are directly about them. The other reason for this is because it’s been almost 10 years and to coincide with the move back to London, we felt like an upgrade is due. We, as well as our beloved customers, have grown - hopefully into a better and more responsible version of selves, so why not have the brand reflect that? The visual concept was a collaboration between us and graphic designer Ib Chaiyato to achieve the new brand marks; mature but playful and not restricted to any rules because we don't know any other ways.

The new By Moumi's brand marks have summed up elements and inspirations that define us. Muses are anyone from free-spirited rebels of the fictional characters to real life heroes; a little grunge and a little psychedelic, a little twisted and a little graceful. But all in all, the stories, meanings, and names always honour the music we are inspired by. Having served as a music magazine editor and a big fan in...

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COLLECTIONS

ABOUT

A label born by accident, what started as a jest is now a brand that has been in business for a decade - all because of Choltida Pekanan’s Aby Blue, Moumi. Believing that she and Moumi speak the same language, Choltida sets up as a medium for Moumi and her larger-than-life ego. A graduate of St. Martins and trained under John Galliano, Dior and Marjan Pejoski, together they conquer to create. In turn, By Moumi personifies the shapes, attitude and instincts of her beloved feline companions.

 

Formerly known as SUPERSWEET x moumi, the brand now takes on a shorter name ‘By Moumi’, placing the emphasis on the fact that it's the Designer Cat who runs the show, along with two little helpers Myogi the Burmilla, and Kikilala the Snowshoe. Coinciding with moving from Bangkok back to London where they first started, the rebrand represents how they, and their beloved followers, have grown into a better and more responsible version of selves. 

 

By Moumi’s muses are anyone from free-spirited rebels of fictional characters to real life heroes; a little grunge and a little psychedelic, a little twisted and a little graceful. All in all, the stories, meanings, and names always honour the music they are inspired by. Having been a music magazine editor and a big music fan in general, Choltida holds her roots close to heart - the Jagger girls inspire the style; Stevie Nicks, Kate Bush, and Courtney Love fuel the passion to create something for the anomalies. The secondary logo “by Moumi” below the triple M is modified from the late Janis Joplin’s handwriting as she epitomises the spirit of rock ‘n roll and Choltida’s favourite time and place - the mid 1960s Los Angeles.

 

What makes By Moumi extra is that it is a journal that is very personal to both Choltida and her cats. Prints designed are of Moumi, Myogi, and Kikilala in the context that are otherworldly yet real. Subtle as this may be, the very core of travelling the world and recording memories, to them, is something more spiritual than most people would experience. The idea of driving aimlessly into no man’s land without set destinations and plans appeals to them. More and more it has become an analogy to By Moumi as a brand - to live the bohemian life; walking into the unknown with the sense of not belonging anywhere. Maybe one is not meant to fit in, and maybe it is alright to never be comfortable wherever one is. The clothes are made for souls like these, these that are sort of weird, and these that are ethereally wonderful.

 
 

STOCKISTS

United Kingdom

Wolf & Badger

Coal Drops Yard, Stable St.

Kings Cross

London N1C 4DQ

T: +44 20 7229 4848

United States

Wolf & Badger

95 Grand Street,

New York

NY10013

T: +1 646 934 6601

Worldwide: online

Thailand: clothing and accessories

The Wonder Room

Siam Center 1F

Rama I Road

Bangkok 10330

T: +66 2 658 1000

Thailand: gifts and knickknacks

Daddy & the Muscle Academy
Siam Square soi 2
Rama I Road
Bangkok 10330
T: +66 84 667 7785

Loft

Siam Discovery 2F

Rama I Road

Bangkok 10330

T: +66 2 658 0328

Warehouse30

52, 60 Captain Bush Ln

Charoenkrung 30

Bangkok 10500

T: +66 88 244 2241

Loft
Icon Siam 3F
Charoen Nakhon 5
Bangkok 10600
T: +66 2 495 7000

Seek35
Seenspace Hua Hin
HuaHin Soi 35
Prachuap Khiri Khan 77110
T: +66 92 350 0035

Loft

Mega Bangna 1F Bangna-Trad Road Bangkok 10540

T: +66 02 105 1409

Tost and Found

Seenspace Thonglor

251/1 Soi Thonglor 13 Bangkok 10100

T: +662 185 2728

Loft

Paradise Park 2F

Srinakarin Road

Bangkok 10250

T: +66 2 780 2156-7

 

CONTACT

Sale: sale @ bymoumi . com

Press: press @ bymoumi . com

General: hi @ bymoumi.com

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© BY MOUMI 2020