Fragrance house

Mossimo

Mossimo began in 1986 in Orange County, California, where designer Mossimo Giannulli sold volleyball shorts from his Balboa Island garage. The label grew out of California activewear and beachwear, marked by a hand-drawn logo and a streetwear and counterculture identity; by 1996, its clothing had reached major department stores, although its shift toward more formal fashion coincided with a major decline in fortunes. Facing possible bankruptcy in 2000, Mossimo was revived by a multi-year licensing and design-services agreement with Target, which held the exclusive U.S. license for substantially all Mossimo-branded products sold through its stores. Mossimo retained design and approval responsibilities for product design, marketing, and advertising, while Target managed development, sourcing, quality control, and inventory. Iconix acquired the brand in October 2006. Target announced in 2017 that it would phase out Mossimo over the following year, and its license was not renewed beyond 2018. The brand’s public identity is presented through California lifestyle imagery and vintage graphics aimed at surf, skate, and streetwear consumers.