Once upon a time, an unexpected chemical reaction in an old loom resulted in an explosion of an array of plump black Monkis, propelling them into the sky. Soaring high above the still smoldering chimney, the tiny creatures floated into the illusive universe known as Monki World.
The experiences of the little black Monkis are a source of inspiration for the eponymous girl brand, which offers affordable quirky clothing at more than twenty shops in Sweden. The Monki World is as surprising and ambiguous as the creatures themselves: part magical and part ghastly, stunningly beautiful and simultaneously revoltingly ugly. The Monkis appear cute and friendly; though possess an evil and deceptive side.
This whimsical tale is the foundation of Monki’s comprehensive retail concept. The story is not only communicated through printed patterns on garments, graphics, their website, and store designs; it is expressed in even the smallest details – such as accessories, shopping bags, price tags, and receipts.
The collection taps into the vein of youth culture; the look is inspired by Japanese and European street style. The Monki label stands for reasonably priced clothing, created for girls who wish to express themselves through the clothing they wear. Smart ‘indie’ characters, such as Enid and Rebecca from “Ghost World”, with their unwillingness to fit in, and the frustrated Lisbon sisters from “The Virgin Suicides”, who struggle with the issues of growing up, are the blueprints for the Monki attitude.
Monki has several interior concepts running simultaneously; each concept is inspired by a different facet of the Monki World. The mysterious Forgotten Forest and the powerful City of Oil and Steel have been launched so far. Future concepts will depict other areas of the vast Monki landscape and, ultimately, all the stores will collectively form a complete entity that combines recognition, repetition, and surprise.