This is Nottingham --OUT Of One Comes Many is the strapline of the cool little shop directly opposite the Broadway Cinema.
It is actually the motto from the Jamaican coat of arms, Nathaniel Coltrane tells me later, but it couldn't be more accurate.
There are clothes, of course. Above a single rack of artist-designed original T-shirts are baseball caps, hoodies, canvasses – and turntables.
It's more artist studio than shop but it looks and sounds pretty cool – all design and logos, white walls, cool sounds and wooden floors.
But Nathaniel isn't happy with it.
"It's a bit odd that you're seeing it now – in a month it will be completely different," he says.
This is to be expected with a 25-year-old who went from working in seminal art/clothes Hockley crossover shop 2AD at 16, to redundancy as a plumber in 2009, to getting a grant from the Princes Trust and setting up his own Shop on Canning Circus in 2010 (yes, that was its name). And now full circle to Hockley, where he grew up.
"I want this shop to act as a creative hub. I want it to be a beacon for people to showcase their stuff and have the opportunity to develop as artists. Anything I can do to help, I will."
With only a £2,000 grant to start the Broad Street shop, he relied on the belief of designers and artists in initially stocking the shop and is now determined to invest in their future too.
"I'm focusing on selling clothes at the moment. I want to bring people up and help them develop, but when you are both here"– he holds his hand next to his forehead – "it's really hard to both get up to here." He raises his hand as high as it will go.
"You've got to make your own luck. It's a fine line between being true to your ideals as an artist and selling out – it's like that book The Tipping Point
"You can just spread yourself too thinly and then you don't help anyone."
He has plans to take the work he sees collaborating in the Creative Quarter out to other cities in the UK – particularly Shoreditch in London, where the kind of pop-up shops seen in The Apprentice would suit him perfectly.
"The music and the art are a real passion, but you have to make money to develop other areas."
Yes, don't forget the music. He is passionate about it and cites the fact that Glastonbury featured four artists from the East Midlands.
And of course the name of the shop is an acronym – Music Is My Mission.
"I don't really play that much anymore," he says.
"Someone on my label is playing on the Red Bull Academy music stage at the Nottingham Carnival.
"There are so many talented people on the label that it's great for them to get their chance to play on the stages."
Mimm also has two club nights coming up on October 12 and November 9. Called Mimm Secret Sessions – the venue is not released until nearer the time – mixing live music, art and dance.
"It's a great atmosphere," says Nathaniel, "a really good mix of people – colours, ages, backgrounds – and you can bring your own drink."
So the Creative Quarter is the place to shop, go out and get on? A wise investment by the council? He pauses: "The talent has always been here. We can make this a great place without the council, but with the council involved, we can make it even better." Reported by This is 4 hours ago.