| Mooks T – shirts is an Australian t shirt brand | | | | which uses the word “mook”, which is old |
| that was established in Melbourne, Australia in 1991. | | | | New York slang for a wise guy, hipster, a hustler or |
| The brand was created by pro-skater Peter Hill and | | | | even a fool. The Mooks logo is a horned light bulb |
| graphic designer Richard Allan. At the time, there was | | | | logo. This logo can connote many different |
| a clear gap in the market for skater/ surf style of | | | | interpretations. The most common meaning to the |
| clothing. Due to the huge gap in the market Mooks | | | | logo is that the light bulb represents ideas and |
| quickly gathered a strong fan base that has | | | | innovations whilst the horns signify a rebellious and |
| continued to grow in Australia, and now the world. | | | | witty association the brand has with its customers. |
| Mooks t shirt designs consisted of completely new | | | | This shows that the target audience for this type of |
| themes that use a mixture of tongue in cheek pop | | | | clothing will be the rebellious type who may oppose |
| art with Japanese comic style drawings. Designs also | | | | the rules of society, which are normally associated |
| varied from American College sports and graphic | | | | with surfer/skater. |
| design which saw Mooks develop into a popular | | | | With the power of the internet Mooks has been able |
| fashion label. Sooner than later the first store that | | | | to sell many of their brands abroad. By 2001 Mooks |
| opened became extremely popular and people began | | | | was distributing clothes to over 15 counties including |
| to queue up outside the store. Soon after this Mooks | | | | setting up retail stores in; Tokyo, London, Las |
| became a defining street wear that was subject to | | | | Angeles and Sydney. By selling abroad Mooks has |
| much attention in Australia. | | | | been able to massively increase its sales. Firstly, |
| With a strong base in Melbourne, and eventually | | | | through the use of online sales, that helped spread |
| Australia, Mooks clothing brand spread across the | | | | the word about who Mook is. By selling to other |
| globe. By being a new style of clothing that was | | | | counties online meant that people in other counties |
| aimed at a totally new audience, there was a | | | | would wear the brand. This therefore would give |
| significant driving factor behind growth due to a | | | | leverage to Mook to set up retail stores across the |
| constant supply of new designs and styles that were | | | | world. |
| constantly changing, that appealed to this new and | | | | From this it is possible to see that Mooks is a well |
| growing market. With this new fresh and original style | | | | developed t shirt and clothing company that |
| even people who are not aimed for the target group | | | | specialises in clothing for surfers and skaters. By |
| have begun to buy many of the new Mook style of | | | | being unique and socially rebellious this style of brand |
| clothing. | | | | has becoming very popular in Australia and now the |
| Mooks T – shirt brand was established from the | | | | world. |
| classic 1973 Martin Scorsese film, "Mean Streets", | | | | |