Press release -
This is HEYANNO
HEYANNO is a wardrobe universe built on intention, authenticity, and the freedom to define your own expression. Born from a desire to rethink classic wardrobe staples with a twist, the brand’s name itself means “welcoming a new year” — a concept rooted in fresh beginnings, optimism, and playful energy in a world that can often feel dark.
At the heart of HEYANNO’s design philosophy is a style clash where minimalism meets maximalism. Inspired by the technical precision of Japanese fashion, the effortless elegance of Scandinavian and Italian design, and the playful ease of New York style, HEYANNO encourages its wearers to embrace contrast without rules.
Designed to last beyond the moment
HEYANNO isn’t about chasing trends; it’s more than a seasonal fashion label. HEYANNO creates garments designed to be worn season after season — pieces meant to be treasured, revisited, and woven into many personal stories over time. HEYANNO believes clothes should be more than momentary; they should be versatile, intentional, and crafted with care, so they remain beloved in your wardrobe for years to come.
Contrasts define the brand’s DNA — classic silhouettes meet contemporary twists, femininity meets masculinity, comfort meets structure. Everyday essentials are reimagined into wardrobe staples that can be styled in multiple ways, whether the look leans towards daring, casual, refined, or edgy. Authenticity is a cornerstone: HEYANNO’s pieces are made for real life, inviting experimentation with style and personal identity.
When music shapes the wardrobe
Music has always been a quiet driving force behind HEYANNO. Not just the sound, but the feeling it leaves behind — the confidence, vulnerability, rebellion, and calm that live between the notes. Inspired by artists like Haim, David Bowie, and Alanis Morissette, HEYANNO draws from decades where self-expression was raw, personal, and unapologetic. Their music wasn’t about fitting in, but about becoming yourself — a mindset that echoes through every silhouette, fabric choice, and detail. HEYANNO brings a casual luxury attitude to pieces with high quality, distinctive character, and subtle rebellious energy. The brand celebrates style without limitation, encouraging wearers to create their own look and find joy in discovering their authentic self.
In essence, HEYANNO is a brand that feels like possibility: an invitation to move freely, dare more, play with combinations, and wear clothes that resonate with who you are — today and for years to come.
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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.
