Australian bag and accessories brand Mimco is reissuing past styles as the long-running retailer celebrates 30 years of operation.
The brand is rolling out a Re-Edition capsule, to re-release its most recognisable styles. Mimco is then layering the launch with a digital vertical called ‘SO BACK: Inside Mimco HQ’, produced with Undertow Content.
The series will feature 10 mockumentary-style episodes featuring head office team members and cameos from friends of the brand such as Elliot Garnaut, Brittney Saunders, Elle Ferguson, Alex Davidson, Ella Squire and Tatenda Luna.
Mimco general manager Jennie Moon said Re-Edition was always intended to be more than just a one-off celebration.
“The strategy was fast-tracked by the organic conversations already happening around Mimco’s heritage pieces,” Moon said. “Across social media, customers were resurfacing original designs, sharing the memories attached to them and actively asking for these iconic styles to return.
“With the wider resurgence of nostalgia and renewed interest in archival fashion pieces, we saw an opportunity to listen to our community and bring those back in a considered, contemporary way.”
Some of the revived silhouettes include the Turnlock bag and Mim Pouches, with more styles to come in the lead up to Christmas.
According to Moon, she and the team were seeing customers and content creators resurfacing original Mimco pieces across TikTok and Instagram, sharing stories about when they bought them or finding them on resell platforms.
The Turnlock style in particular emerged as a clear favourite across social media and among vintage collectors.
“We also saw strong engagement whenever archive content was shared, alongside direct enquiries through social channels and conversations in-store,” Moon said.
“That demand was supported by our historical sales data. Since 2016, Mimco has sold more than 250,000 Mim Pouches, with Black Rose Gold consistently remaining the most popular colourway. At its peak in 2016, approximately one Mim Pouch was sold every five minutes.”
Moon added that while the sales data gave us confidence, the decision was ultimately about listening to customers and the wider Mimco community and responding to what they wanted. This is why the Re-Edition launch is not a one-off, but is planned to be an ongoing program.
“We were seeing sustained interest across multiple archive styles, from customers who remembered the original pieces and from a new generation discovering them through social media and vintage platforms,” Moon said.
“These designs also hold emotional and cultural value. For many customers, they are connected to defining moments and memories of getting dressed, while also representing aspirational pieces and recognisable status symbols from their era.”
Speaking on the SO BACK series, Moon said the primary goal here is to generate awareness and cultural relevance.
“The mockumentary format gave us a more playful and self-aware way to explore Mimco’s heritage, while reflecting the entertainment-led content audiences are already consuming on social platforms,” she said.
“The series is designed to entertain first, but it also creates a direct connection to Re-Edition by building recognition and anticipation around the returning styles.”
Mimco is managed under Country Road Group. The group’s ultimate parent company, Woolworths Holdings Limited in South Africa, reported a group sales slip of 0.5 per cent in the second half of FY26 to June 29, impacted by a focus on full price over discounting.