Experiments with Water

Masaru Emoto [ Japanese: 江本勝 : July 22, 1943 – October 17, 2014] was a Japanese scientist and author who claimed that human consciousness could affect the molecular structure of water. His 2004 book The Hidden Messages in Water was a New York Times best seller. His ideas evolved over the years, and his early work revolved around the hypotheses that water reacts to positive thoughts and words and that polluted water could be cleaned through prayer and positive visualisation.

Starting in 1999, Emoto published several volumes of a work entitled Messages from Water, containing photographs of ice crystals and accompanying experiments.

The hardcore science community scoff at the experiments and the hypothesis...

But given the choice, would you choose to wear -

I AM HATE.

I AM LOVE.

Our instincts can't be ignored.

SHOP

Emoti-me article with images of water crystals that are affected by different words. Image of Dr Massaru Emoto.

Emoti-me article with images of water crystals affected by different positive and negative words.

The clothing side of emoti-ME is all about 100% cotton - We're not particularly fond of plastics and polyesters, so we wanted to start with natural fibres. Cotton basics.

emoti-ME was inspired by Masaru Emoto. Humans - We're made up of a whole lot of water. So we started wondering: if words can affect water molecules, they must also affect how we feel and even how our cells behave - symmetrical or scattered, which may then affect health, moods, energy etc.

So what words do we want to surround ourselves with? Maybe we should wear the things we want to be. Or perhaps the things we want to become.

It's just words.

Or is it more...?