Press release -
The Scandinavian Wardrobe Concept Has Landed in Amsterdam
The Danish fashion brand MOS MOSH brings effortless dressing for modern women to the heart of Amsterdam.
Amsterdam has gained a new destination for women who love timeless style with a modern edge. Danish fashion brand MOS MOSH has arrived in the city, bringing its signature to Amsterdam’s fashion scene, where feminine tailoring, elevated essentials and everyday versatility meet.
“We are excited to have opened our first store in Amsterdam and welcome customers into the MOS MOSH universe, built on passion, craftsmanship and a love for design,” says Kim Hyldahl, founder and creative director of MOS MOSH. “We believe clothing should make you feel confident, comfortable and empowered. That feeling is at the heart of everything we do, and we’re proud to bring it to Amsterdam.”
With a strong focus on flattering fits, premium materials and refined details, MOS MOSH creates pieces that feel effortless yet considered. The brand is known for high-quality denim and tailoring with an exceptional fit, and always with a twist. Designed to be worn on repeat and to move seamlessly between everyday moments and more elevated occasions.
The new Amsterdam store invites locals and visitors alike to step inside and experience the MOS MOSH universe up close, from seasonal highlights to wardrobe staples, in a curated space that reflects the brand’s Scandinavian DNA and modern aesthetic.
A new season: La Belle Botanique
This season, MOS MOSH introduces its Spring/Summer 2026 collection, La Belle Botanique. Created as a tribute to one of nature’s most intricate and graceful flowers, the orchid becomes the collection’s muse. With its delicate structure and complex shapes, it is reimagined through hand-painted prints and soft colour transitions that balance romance with a modern edge.
We were drawn to the orchid because it’s so graceful and sophisticated, yet strong and full of character. Its layered structure and organic lines inspired prints that feel confident and effortlessly modern,” says Camilla Nyrup, Head of Design at MOS MOSH.
The collection captures the spirit of the season through botanical inspiration, modern silhouettes, and a light, effortless feel. At the same time, it stays true to the brand’s DNA, with femininity, denim, and thoughtful craftsmanship at its core.
Extending the MOS MOSH experience beyond the collection, the store at Berenstraat 15, 1016 GG Amsterdam invites visitors to step inside and explore the brand in a distinctly local context.
Press & image requests
For press inquiries, product loans or packshots, please contact Fie Nielsen, asn@mosmosh.com
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MOS MOSH is the home of three brands, MOS MOSH, HEYANNO and MOS MOSH Gallery. – A universe of timeless wardrobe pieces with extraordinary details for women and men.
MOS MOSH was born in 2010, founded by Kim Hyldahl. Like a phoenix rising from the ashes, MOS MOSH marked a new beginning for the founder. The first drawings were created from the kitchen counter of his home, and step by step, a small collection of jeans and pants came to life. The signature was clear: well-fitted garments, high quality, and most importantly, designs created with a twist in mind.
In 2020, we introduced MOS MOSH Gallery., a new chapter in the MOS MOSH story. Designed for the modern man with confidence, MOS MOSH Gallery. is a high-end fashion brand built on timelessness and longevity. The aesthetic merges a simple Nordic look with sharp Italian finesse, using top-shelf fabrics and never compromising the fit. With both casual and formal elements, the collections are versatile, easy to style, and rooted in craftsmanship.
Our newest brand, HEYANNO, launched in Autumn/Winter 2024. Meaning “welcoming a new year,” HEYANNO symbolises positive renewal and playful energy. It embraces movement, experimentation, and a carefree approach to dressing. The style is a cool clash where minimalism meets maximalism, inspired by Japanese technical qualities, classy Scandinavian and Italian vibes, and the effortless playfulness of New York. HEYANNO is less about gender and more about attitude, inspired by men’s fashion, indie rock, and 90s grunge. With timeless silhouettes, high-quality materials, and an edgy twist, HEYANNO invites you to find your own unique way of dressing.
Across all three brands, MOS MOSH remains committed to crafting timeless, high-quality wardrobe pieces with a distinctive twist. Whether it's the signature fit of MOS MOSH, the refined craftsmanship of MOS MOSH Gallery., or the playful energy of HEYANNO, each brand reflects our dedication to authenticity, longevity, and modern design. Together, they form a united universe built on creativity, passion, and a strong, unwavering DNA.
