Moe Oslo was founded in 2015 by Henriette Moe Winsnes, aiming to make the formal wardrobe informal. Having a fascination for the classic suit, but feeling it was often too stiff and feeling you were wearing an armour she wanted to challenge this.
Moe offers contemporary collections with a strong focus on high quality, both in the use of materials and the production, ensuring exclusive garments. The collections spin around the formal wardrobe, making this less formal by adding edge, special characteristics and Moe’s technical signature. Moe's garments last long, beyond the seasons and become a key staple in ones wardrobe.
The garments are made from natural fibres, such as wool, cotton and linen. These are materials that are comfortable to wear and is long lasting.
The process behind creating a garment has been important for the designer since the beginning. For Moe the most important creative process is by experimenting with the pattern making and making prototypes in full size herself in the studio. This is how she can nerd with the details and be able to adjust the fit to the millimeter. Therefor, all Moe's prototypes and garment patterns are constructed in the studio by the designer herself.
The next step, the production, was an equal important part. Before even starting the brand Henriette ensured she had found the right partners to work with. Ensuring safe conditions and good working conditions for those involved in creating the final products. She is still, five years after starting her brand, working with the same factory, based in Portugal.
Moe sources all her fabrics from Europe. Mainly Portugal, Italy and England. The trim, such as labels, hangtags, buttons, zippers are as well European made.
After five years in business Moe has learned and developed from within. From beginning of 2020 Moe put her leanings into a new model. Although she only used to present two collections per year, the designer felt she was continuously producing new styles, and in a way contributing to the over consumption we are facing. From 2020 Moe has decided to focus on her key items, cut back on the number of pieces available and allowing these garments to be available for a longer period. Slowly trying to fight the constant shifting. I believe the way to go is to find garments which you love and want to use a lot and for long time. I also think this is the way the market is slowing heading. Quality over quantity. Moe's garments ensure this is possible due to the high quality materials and production.
After having worked with high quality fabrics in Moe for several years and becoming a mother for the first time, Henriette experienced not finding the same offerings of high quality fabrics for children in todays market. As a result, she started making clothes for her daughter herself out of Moe's left over fabrics. Each time her daughter would wear the clothes friends would ask her where it was from. This made Henriette realise there was a gap in the market, and Mini Moe came alive.
Mini Moe is made of many of the same materials as Moe - high quality wools and as well soft linens. It is important that the fabrics used are made of soft, durable materials that are good to the child's skin, breathe and are comfortable to wear. You will find pure wools and linen.
The fit is made so that the garment can last for a longer period then what you typically find. The construction of each piece is carefully made so the hems in the sleeve and legs can be folded up and down, and be adjusted as your child grows. The waist is as well made with adjustable elastic to perfectly your child, and those next in line to take over.
Henriette Moe Winsnes started her career as a Civil Engineer in Oslo after graduating from Oslo University College in 2008. After two years working in the engineering industry, she continued her journey in Denmark, where she graduated with a Bachelors Degree in Fashion Design from Teko Center Denmark / VIA Design in 2013. Her mixed background is of great importance for the creative work of the label. The initial crafting and the construction of the garments are key elements in the design process of every collection. Moe aims to solve technical challenges though her work with the collections, and techniques from engineering are merged with fashion designing and progressive pattern cutting.