Mission Statement

What the Minnie Muse? Born of Colby Mugrabi’s ever active mind and passions, Minnie Muse was created to discover, explore, and map the various ways art, fashion, design, and architecture can’t help but inform and inflect each other. This research brought Colby to the blockchain and to generative art in particular. And it blew her mind. From that tasty kernel of excitement, Colby launched [mmERCH](https://mmerch.xyz/), a tech-enabled fashion brand dedicated to changing the way the world thinks about every aspect of the industry — from creative ideation and manufacturing to retail and the wearer’s experience. Leveraging generative design and the blockchain, mmERCH creates Neo-Couture: collections of luxury apparel where each item is one-of-one-of-x, a singular design linking art and fashion across the digital and physical. Viewing fashion as hardware, mmERCH pieces are programmed to provide access to the wider world of art and culture, online and IRL. mmERCH is Culture Wear. It’s fashion that doesn’t just express culture but is culture. It’s art to art around in. In this sense, mmERCH is an extension of Minnie Muse for at its heart, mmERCH is a project that weaves together art, fashion, technology, and the wider world of culture. And Minnie Muse is an extension of mmERCH — a playful, creative weaving together of diverse art and cultural practices.