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.
Est. January 2016. Founder; Mimi Gehin a.k.a Maheaux
This is the result of inspiration. Inspired by the wonderfully rebellious Japanese kawaii trend and by the socially 'woke' movement; the arthoe collective, I wanted to create something that would both encourage and enlighten. Our jewellery and accessories are unapologetically extra. We're hoping that girls and boys all over the world will pluck up the courage to flaunt our creations.
The word 'Heaux' is plural for the derisory slang word 'hoe' which has been commonly used to 'slut-shame' and put women down. We refuse to let this continue. So here we are, re-appropriating this word for ourselves. According to us, 'Heaux' is derived from the super cool and 'woke' social movement the arthoe collective. 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.