Mimi and Coco Toasts Five Fabulous Years

Montreal fashion hot spot Mimi & Coco (201 Laurier Av O) rang in the anniversary of their flagship store with a dose of their usual MO: a troupe of trendsters, too-cool tunes, and of course le champagne. We all know the Montreal clothing brand for their can’t-keep-my-hands-off-you Italian-made basics, but at Mimi & Coco it’s not just about the fab, fab clothing; it’s all about family.  

Run by Cavallo siblings Vincenzo, Vic, Tony, and Anita, the Mimi & Coco story begins with a flair for alternative fashion in an era when logos loomed large. “In the 90s, I was attracted to offbeat clubs and eccentric music,” explains Vince. It was the underground of New York, London and Miami that inspired the line of basics. “I kept running into the same people and none of them wanted Calvin Klein splashed across their chest. It was all about simple, comfortable T-shirts. Basic was alternative.” The choice of fabric was a no-brainer for Vince, who had grown up in the clothing industry. “My father used to import undergarments from this artisanal manufacturer in Italy. It was the softest material I had ever felt.” 

This material would soon find its way around Montreal under the Mimi & Coco label. “Inspired by Don Johnson, I convinced my dad to order pastel shirts but the colours came out completely wrong. So I died them all black, stamped the Mimi & Coco label on it, and gave to everyone around the city from bartenders and models, to artists, musicians and other creative types. It wasn’t long before the T-shirts became a staple in the wardrobes of classic dressers and trendsetters alike. Today, the Mimi & Coco boutique carries a variety of brands mixed in with the original basics. Maintaining an eye for edge and eccentricity, Vince (aka Curious George) is constantly on the lookout for new brands that fit his aesthetic, like Tokyo-inspired, Turkish-made newcomer G.O.O.D.  

And what is the Cavallo aesthetic, exactly? Nothing to do with trends, runways, or celebrities. Ask Vince about fashion and he’ll talk to you about architecture, Fellini movies, and even food. “Food is the heart of Italy, fashion is the soul,” says Vince. “It’s all about lifestyle.” And sure enough, tucked in the back of the boutique is the notoriously delicious Mandy’s Salad Bar, run by blonde bombshell sisters Mandy and Rebecca Wolfe (who also happens to be Vince’s wife).    

“It’s all about making the customer feel at home,” says Vince. But homey is an understatement when it comes to the Mimi & Coco experience. Be prepared for hugs, kisses, and maybe even a fresh-pressed coffee (old-school Italian-style, bien sûr). The Cavallo clan has made shopping at the boutique feel like scouring through your best friend’s closet  – if your best friend were Kate Moss. With their effortless style, entertaining tales and that Italian enthusiasm that floods out the door, Mimi & Coco has brought Montreal five fabulous years of fashion. Salute!