G
ood vibes flow freely in the stylish boutique nestled in the heart of Edgewood on Moshi Moshi’s opening night. The city’s fashionable twenty-somethings dress in trendy all-black ensembles as they sway to the music of the in-house deejay.
Local Atlanta artist Paper Frank creates a live sketch as surrounding guest peep over his shoulder to view his latest masterpiece. Right in the middle of all the hype of the party, models wearing fishnet mask strut the impromptu catwalk to showcase the store’s latest designs.
Moshi Moshi wants to make an unforgettable first impression; they succeeded. Aside from opening night, the store does not need grand gestures to spark up conversation because Moshi Moshi speaks for itself.
The vision
The store was founded by Georgia State alumni Vince Wynn and Ryan Parker. Located in the Old Fourth Ward right across from the bar Church, Moshi Moshi is an up-and-coming Atlanta boutique that desires to set itself apart from other stores in the city by not only carrying the predictable, conventional American clothing styles. The loft-style wide open space and exposed brick wall gives off a SoHo, New York vibe that invites customers into the serene atmosphere to explore the impressive clothing collection.
Wynn said they received much of their inspiration for what clothes to pick from Japanese culture, which elaborates about more in his interview. There are an array of brands featured from across the world including: Matiere, Just Female, Komono, May The Label and Publish Brand.
Moshi Moshi is more than a fashion boutique. It is at the center of the buzzing community in the historic Old Fourth Ward that is on the rise once again. Eclectic graffiti is displayed on the sides of buildings add to the area’s unique culture.
The store is walking distance to Georgia State’s campus. It has even easier access now thanks to the Atlanta streetcar. Moshi Moshi is set in a location that receives a high traffic volume, where many curious commuters can stop by to look.
Moshi Moshi is also heavily involved in the social scene of Atlanta. Trinidad James hosted an event called “Camo James” to donate shoes to those in need recently at the boutique.
Moshi Moshi primarily uses social media to showcase the latest trends in the store especially using Instagram. Models are shot in outfits sold at the store around the city to depict the lifestyle that goes along with the clothing. Photos put on Instagram are realistic because the models are not wearing the clothes. They’re living in them.
The story
Vince Wynn, one of the owners of the boutique, told The Signal about origin of the store and how he wants to set Moshi Moshi apart from other Atlanta stores with its style, personality and unique culture.
TS: What is the meaning behind the name “Moshi Moshi” and how does it represent the clothes you sell?
VW: Well the world of style is hardly American, so I tried to keep that in mind for our online presence and I have always been a huge fan of Japanese culture and the bold style that continuously coming from people like Katsuya Suzuki or Motofumi Kugi (I’ll be the first to say we are no way on their level but you can’t help where inspiration comes from), so I wanted to choose a name that had that “international” feel. Moshi Moshi just stuck with me. In Japanese, it’s conversational for “hello” but it’s also used to grab someones attention if they are spacing out. So yeah, Moshi Moshi.
How are you trying to set the boutique apart from other clothing stores in Atlanta?
As far as other notable boutiques in Atlanta, I feel they are definitely more centered around street-wear, menswear, and a higher price point. However, we are trying to fight in the that middle area with price and style. We have chosen brands for men and women that are considered more on the contemporary side as well as more street-wear oriented brands. We believe that Atlanta truly is an incredibly diverse city and we would like to be be on the forefront of showing the different aspects of culture here.
What is your inspiration for choosing clothes to sell in the store?
As far as buying for the store, we really tried to pick brands that fit with our aesthetic. We were guys that were raised in the hardcore/metal music scene but were interested all kinds of other music genres. So naturally, as stylish guys we ended up incorporating elements from punk rock to hip hop culture. We currently carry brands such as UNIF, Motel, Publish, Ucon-Acrobatics, and May the label. All of which could be geared towards a different type of person.
Who is your target clientele in Atlanta?
I would like to think we fit a younger clientele interested in a more alternative style. We are focused on the fashion forward, free thinking girl or guy. So we try to draw from elements of contemporary wear and street wear to find the most affordable high quality brands in today’s trends.
What tactics are you using to get Georgia State students interested in the store since Moshi Moshi is so close to campus?
With four members of Moshi being GSU alum, we always knew we wanted to do something to support GSU students. So we offer a 10% student discount to GSU students with student ID.
Moshi Moshi is a promising new store that has the potential to make a lasting
impression on the fashion scene in Atlanta. The store incorporates refreshing fashion styles along with art and a blend of cultures unlike any other in the city. Since it was started by Georgia State alumni, the owners want to meet the needs of trendy students.
The Threads
The fashion at Moshi Moshi is targeted towards guys and girls with an appeal to alternative clothing.
For the gentlemen
The store offers structured pieces such as a hooded canvas vest and patterned pullovers to have more variety in a guy’s wardrobe. Moshi Moshi is really into layering for the winter collection and are transitioning to a more minimalistic style for the spring.
Wynn and Parker chose warm and neutral colors for the guy’s clothing to appease various skin tones. The formal choices include button-ups and Cheap Monday jeans are intertwined with laid back street style such as jogger pants and hoodies.
It is a good place to shop for any fashion-savvy guy in Atlanta or guys who like to stick to the basics. The main brands for men the store carries at the moment are Publish Brand, Altru Apparel and Ucon-Acrobatics.
For the ladies
Moshi Moshi caters to diverse types of girls and focuses on mixing patterns with shapely pieces while still maintaining a feminine, fun and sexy look. Structured skirts with patterned zipper detail blend perfectly with soft knitted crop tops in black or white. The store also carries flowing t-shirt dresses that are essential for daytime wearing. For the nightlife, they have body-con two piece outfits in muted colors.
For spring, Moshi Moshi is concentrating on vibrant florals with an edgy twist. A black maxi dress with a deep slit on the side covered in a warm colored floral print can be dressed up or down depending on shoes and accessories; the outfit easily transitions from day to night. Just Female, May the Label and UNIF are dominating the women’s racks at the boutique for Spring.
The store is located at 451 Edgewood Avenue. To check out what clothes the boutique offers, check out the website, moshimoshiatl.com or their Instagram @moshimoshiatl.
