Funny word, right? A Mook is a cross between a magazine and book. And an E-Mook is a Mook that comes with a freebie which is also known as a furoku. The freebie is most often a tote or makeup bag. Each E-Mook is tied to a brand or designer and the purpose of buying an E-Mook isn’t for the magazine/book but for the freebie! Last summer YSL came out with a E-Mook – the Mook itself was fairly boring, lots of fashion shots and make-up tips. But the real reason I bought the mook was for this…
…black tote bag! How cute is this? The E-Mook was $25 (Is this cheaper in Japan? I’ve always wondered if Kinokuniya sells at a big mark-up?), and worth every penny. I used this tote throughout the year and even folded it up into my luggage for travel. It has a silky bow on the front and the inside is lined in a deep pink cotton. There’s a magnetic closure, and it’s the perfect size for carrying magazines and whatever edibles I accumulate throughout the day.
Kinokuniya carries 6-10 different E-Mooks at any given time, though I bet you can find much more variety in Japan. The good part about Kinokuniya is that if they don’t have a specific E-Mook they’ll place special orders for no extra charge. I saw this Mariage Frères E-Mook on Kat’s blog last week and totally fell in E-Mook lust!
So I went to Kinokuniya later that afternoon and though they didn’t stock the Mariage Frères E-Mook, they placed a special order. The lady said it would three weeks but they called five days later and said it arrived. So quick, huzzah! $22, just slightly cheaper than the YSL one. The E-Mook is cute – a showcase catalog of all the tea flavors…
The tote is much smaller than the YSL one, only about eight-inches in height, and no inner lining. Regardless, it’s still over the top adorable if you’re a Mariage Frères fan, heheh. The other side of the tote…
…looks like this. A bit cheesy, no? I prefer the other side so will make sure to hold the bag with this side facing in ;) Can’t wait for warmer weather when I can replace heavier winter bags with something this light. It’ll hold a wallet, cell, keys and a few other knickknacks. Now if only all the other tea companies would come out with E-Mooks!
1073 Avenue of the Americas
New York, NY 10018