Fashion, homeware and art retailer Mimmo Studios has launched a crowdfunding campaign to raise £15,000 to support the design, development, and production of the brand’s first-ever knitwear collection, aiming for an AW25 launch. 

The campaign, which kicked off Wednesday (5 March) and runs until 2 April, underlines Mimmo Studios’ commitment to “proving that retail can be done differently — by prioritising ethics, sustainability, and community over mass production and overconsumption”. 

After shifting to an online-only model and closing its flagship store in Cheltenham at the start of 2025, Mimmo Studios said it is now focused on creating its own sustainable product range. 

The funding target will go towards designing, sampling, and production, as well as press, marketing, and photography.

Katie Brown, Mimmo co-founder and head of brand sustainability & innovation, said: “Our background is in fashion buying and design so this feels like a really natural next step for the brand. People already know and love our taste, so it’s exciting to create something that reflects what we do. It feels like the perfect time to grow in this direction.”

She noted the resulting new collection “will be a celebration of materials and craftsmanship, supporting UK-based artisans, mills, and factories, all while redefining ethical retail.”

Fellow co-founder and creative director Lil Gardiner added: “This project has been years in the making, and the crowdfunding campaign gives us the freedom to explore product design, experiment with colours, references, and materials. I’m excited to see how it all comes together.”

The campaign is rewards-based, meaning contributors will receive exclusive perks rather than shares in the business.