Monday, March 10, 2008


.... roughly translates into "what a waste", and can be interpreted to sum up when people squander natural resources. Deeply embedded in Japanese folk tales, it is commonly used by parents to ensure children eat all of their rice. Children are taught that if they waste things, the "mottainai ghost" will come.

It's also the name and inspiration behind the NY based menswear label. The lines are clean and ageless. The attention to detail and craftsmanship are top notch! All pieces are created using natural dyes and sustainable fabrics. Jump on over to to see the entire collection...

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