The big butt book
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The Kama Sutra gives detailed instructions on how to spank it. Contemporary Italians touch it for luck before placing a bet. Americans are having it cosmetically enhanced at rates approaching breast enlargement surgery. The female butt, tush, culo, or derrière has always inspired awe, fantasy, and slavish devotion. Curiously, its primary purpose is functional rather than aesthetic: butts balance our bodies while running, according to biologists.
But ask any pygophiliac―as fundament fans are clinically termed―and you’ll get the same answer: female hindquarters exist to please the eye, the hands, and parts south. A pert posterior causes instant arousal, as Zora Neale Hurston observed in Their Eyes Were Watching God: "The men noticed her firm buttocks like she had grape fruits in her hip pockets." Or, as rapper Sir Mix-a-lot proclaimed, "My anaconda don’t want none, unless you’ve got buns, hun."
Having all but disappeared from western culture in the breast-obsessed second half of the 20th century, the fully formed fanny is currently enjoying a massive resurgence, attributed by some to American actress Jennifer Lopez, by others to the rise of booty-centric hip hop culture. Yet this rage for shapely butts is nothing new. The ancient Greeks worshipped at the temple of Aphrodite Kallipygos, Goddess of the Beautiful Buttocks, while a womanly rump has always been an object of worship in most of the southern hemisphere.
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FAQ
FREQUENTLY ASKED
Who are you guys? Are you part of a chain?
We are a Finnish, family-owned business and something of a cult favourite among fashion insiders — proudly female-led and independent since 2008. Our shop is based in Helsinki, and no, we are not part of a chain.
With three brick & mortar shops, My o My finally has an online boutique, too. It took us a while — but all good things are worth waiting for. Read more about us and our story here.
Where do your products come from?
Most of the products here at My o My are found within the EU — Finland, Denmark,
Sweden, France, Italy, and the UK — with a few special finds from the US
as well.
Behind the wheel is someone with an eclectic taste and
impeccable eye for colours, so you never can be quite sure! But the
focus is finding unique, useful, yet beautiful objects that are
thoughtful, well-made and lasting, and thus make the world a little bit
better place.
I saw a product on your website earlier and now it's gone :( Can I still buy it?
Yes — often you can!
But remember: Finders keepers, losers weepers! As a small business, we don’t keep huge stock, so sometimes items do sell out — and once they’re gone, they might stay gone.
That said, we’re pretty nimble. If the item’s still in production, we can often restock it when there's genuine demand. Just drop us a message at customercare@myomy.fi and we’ll check for you.
Where's my package or where do you ship?
Orders within Finland usually arrive in 2–4 business days. EU deliveries typically take 4–8 business days, depending on your location.
Please note that during peak times (like Christmas), delivery may take a bit longer! We thank you for your patience.
But if nothing's happening after 4 weekdays (homeland deliveries) or 8 weekdays (outside of Finland), contact us at customer care.
We ship from Finland to all EU countries. Sadly, we don’t currently ship outside the EU — but maybe one day!
How long do you keep local pick-ups?
So great that you asked! We’ll hold click & collect orders for 14 days from the day the ready for pick-up notification is sent. After that, we’ll assume the items have been abandoned unless we hear from you. Uncollected order does not count for a return.
The 14-day return period starts when you pick up your order from the store.
If you can’t collect you purchase in time, just message us — we’re happy to keep it safe if you are away or unwell. But please let us know!
But hey — we’re a small team with limited space. So please don’t select pick-up right before heading off on a month-long holiday. Or, if you do (who doesn't love vacations), send a friend, neighbour, sibling, parent or colleague to pick up your order — if you trust them and they have your name + order number, we trust them too.