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'''Mimu Maxi''' (styled '''MIMU MAXI''') is a women's fashion company based in New York City. The company was founded in 2014 by [[Chabad]] [[Hasidic]] women Mushky Notik and Mimi Hecht.[{{cite web|url=https://forward.com/schmooze/414233/mimu-maxi-israel-post-instagram/|title=When Instagram Took Down Orthodox Fashion Brand's Pro-Israel Post|first=Bonnie|last=Azoulay|website=The Forward|date=15 November 2018 }}] |
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'''Mimu Maxi''' (styled '''MIMU MAXI''') is a women's fashion company based in [[New York City]]. The company was founded in 2014 by [[Chabad]] [[Hasidic]] women Mushky Notik and Mimi Hecht.[{{cite web|url=https://forward.com/schmooze/414233/mimu-maxi-israel-post-instagram/|title=When Instagram Took Down Orthodox Fashion Brand's Pro-Israel Post|first=Bonnie|last=Azoulay|website=The Forward|date=15 November 2018 }}] |
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The brand gained attention for their attempt at mediating between contemporary fashion trends and the moral codes of Orthodox Judaism which legislates various modesty requirements for Jewish women.[{{cite news|url=https://www.haaretz.com/life/.premium-kim-kardashian-these-hasidic-designers-have-just-the-thing-for-you-1.5471351|title=Kim Kardashian, These Hasidic Designers Have Just the Thing for You|first=Neta|last=Alexander|date=12 May 2017|publisher=|newspaper=Haaretz}}][{{cite web|url=https://www.bustle.com/articles/61971-meet-mimu-maxi-the-retailer-founded-by-two-orthodox-jewish-sisters-who-craved-modest-yet-fashionable|title=Check Out This Awesome Brand By 2 Orthodox Sisters|first=Jodie|last=Layne|website=Bustle|date=2 February 2015 }}] In 2014, the brand founders collaborated with a Muslim fashion blogger causing some debate in the Orthodox community.[Lövheim, Mia. "Media and religion: bridging ‘incompatible agendas’." In ''Foundations and Futures in the Sociology of Religion'', pp. 51-64. Routledge, 2017.][Lewis, Reina. "The commercial limits of the Ummah? National and regional taste distinctions in the modest fashion market." In ''Islam, Marketing and Consumption'', pp. 101-119. Routledge, 2016.][{{cite web|url=https://www.theatlantic.com/entertainment/archive/2015/02/making-modest-fashion-cool/385789/|title=How the Internet Made Modest Fashion Cool|first=Tanya|last=Basu|date=27 February 2015|website=The Atlantic}}] |
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The brand gained attention for their attempt at mediating between contemporary fashion trends and the moral codes of [[Orthodox Judaism]] which legislates various modesty requirements for Jewish women.[{{cite news|url=https://www.haaretz.com/life/.premium-kim-kardashian-these-hasidic-designers-have-just-the-thing-for-you-1.5471351|title=Kim Kardashian, These Hasidic Designers Have Just the Thing for You|first=Neta|last=Alexander|date=12 May 2017|publisher=|newspaper=Haaretz}}][{{cite web|url=https://www.bustle.com/articles/61971-meet-mimu-maxi-the-retailer-founded-by-two-orthodox-jewish-sisters-who-craved-modest-yet-fashionable|title=Check Out This Awesome Brand By 2 Orthodox Sisters|first=Jodie|last=Layne|website=Bustle|date=2 February 2015 }}] In 2014, the brand founders collaborated with a Muslim fashion blogger causing some debate in the Orthodox community.[Lövheim, Mia. "Media and religion: bridging ‘incompatible agendas’." In ''Foundations and Futures in the Sociology of Religion'', pp. 51-64. Routledge, 2017.][Lewis, Reina. "The commercial limits of the Ummah? National and regional taste distinctions in the modest fashion market." In ''Islam, Marketing and Consumption'', pp. 101-119. Routledge, 2016.][{{cite web|url=https://www.theatlantic.com/entertainment/archive/2015/02/making-modest-fashion-cool/385789/|title=How the Internet Made Modest Fashion Cool|first=Tanya|last=Basu|date=27 February 2015|website=The Atlantic}}] |
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