The brand is a homage to the great writer Ernest Miller Hemingway, who loved Key West, Cuba, and the Gulf Stream, and is "clothing as a tool" for men. The brand name comes from the mojito, a drink that Hemingway is said to have loved. Designer Hirofumi Yamashita reads and explains Hemingway's works, and through his own philosophy on clothing, expresses Hemingway's character, historical background, and scenes from his life.