What is kawaii?

A fashion movement born in the streets of Harajuku, Japan explores all things colourful and cute. In my opinion, Kawaii is the new Punk. It has become an avenue for subversion in Japanese fashion. It doesn't just rely on the garments itself but on the context of the settings. This trend is both a socially acceptable avenue for the young and a state celebrated by the male gaze (kawaii literally means 'pretty' in Japanese). But, if you take it out of those contexts this is more than just a trend, it's a powerful uniform for rebellion against the rigid Japanese societal norms. The saccharine and pastel colours that clash with textures and patterns are unique to this trend. All whilst expressing happiness, unity and joy, kawaii is a grown-up middle finger to the oppression of patriarchal societies.

REFUGE

We're very thankful for you supporting this little online store and for that, we believe that if we can't pay back- we should pay it forward.

With every purchase you make, 10% of the profit made from each product is now going to a charity for domestic abuse in the UK.
We're really excited about this project and we cant wait to make a post when we get the mulla rolling in, to show you just how much we've made for this charity!

A little bit about us

Est. January 2016. Founder; Mimi Gehin a.k.a Maheaux

This is the result of inspiration, boredom and the desire to create. The store was originally inspired by the Japanese kawaii trend and politically liberal movement; the arthoe collective.

Heauxmade is a brand that desires to empower our customers, collaborators and employees. Our beautiful little creations are inspired by current trends and everyday life and we make them with the idea that they be conversation starters or the "style point" of your outfit.

We're hoping that girls and boys all over the world will  flaunt our hand-made creations and wear them in whichever way they feel.

By communicating with you we are able to create bespoke jewellery for you. The prices are cheap because we're aware that we attract a younger clientele. Bulk buying jewellery from China to re-sell is not our name of the game. It's bad for the environment and who wants something that somebody else has the exact same copy of?

The word 'Heaux' is plural for the derisory slang word 'hoe' which has been commonly used to 'slut-shame' and put women down. We think that's dumb. So here we are, re-appropriating this word for ourselves. If you support POC artists, LGBTQA+, the notion of non-binary genders, feminism, the black lives matter campaign, etc. then you, my friend, are a Heaux. Welcome to the tribe.

From the founder, to the brand promoters, models, photographers, brand ambassadors and beloved customers we share the same positive values and dreams of a better and more equal society.

Everything we sell here has been hand-made by Maheaux and her little helper heaux with dedication, love and care. Please note, that because of this, there may be colour variations or little kinks and scratches on the pieces. But we think these imperfections are what gives each piece a unique character. By buying from us you are supporting artisan craft, and a broke university student with dreams to one day live it big enough to buy a tropical island where all Heaux live together in harmony and peace. 


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