Mori Kei Style Mori Kei emerged as a Tokyo street style and sub-cultural movement around 2007. Translating to Forest Dweller, Mori Kei is having a resurgence in popularity thanks to the recent Cottagecore trend - another back to nature fashion and lifestyle movement with a shared ethos of DIY and sustainability. While both have roots in the 1970s Prairie Revival fashions of Gunne Sax, Laura Ashley and the like, mori subscribes to a far more whimsical and imaginative aesthetic. Like many Japanese street fashion styles, mori is incredibly intricate and detailed, blending eras and elements to create an entirely new and unique fashion genre. Inspired by nature, mori fashion favors neutral and earth tones. The look is loose, modest, and features layer upon layer of natural materials - both rugged and delicate - to create a soft, organic, forest dweller with a hint of storybook look. Vintage is a key component in mori dressing, as its inherent one-of-a-kind and eco-sensitive qualities embody the expression of individuality and sustainability at mori's core. So, whether you're seeking an Edwardian petticoat, a chunky hand-knit sweater, worn leather boots or beyond to create or complete your mori look, VFG members have you covered.