Molo will always be one of my favourite brands. Not just because I’ve got to know the team (who are all lovely BTW), nor their fabulous collections, but also for the personal memories. When I think of my youngest I sometimes remember her cartwheeling dressed top to toe in a red Molo tracksuit – she wore it most days, & I loved it as much as she did. Washing, tumbling so well & so quickly for the next day’s wear.

In this interview with founders Mogens & Rikke Jepsen you’ll find this to be at the heart of the brand, & why not…

Looking back to before MOLO began in 2003, was there a specific moment that made you realize you were going to do this?

Rikke: It started with a conversation that quickly turned into a mission. Children’s fashion was in need of a makeover—everything was baby pink and light blue. We thought: What if kidswear could be fun, intelligent, and filled with personality?

Mogens: We both came from adult fashion, and we saw this creative gap in the children’s space. In the beginning, it was just me taking the plunge from an apartment in Copenhagen, while Rikke held down the fort and kept everything afloat for the family. And then, gradually, we did it together.

How do you navigate between designing for children and meeting the practical expectations of parents? Has this balance evolved as the brand has grown?

Rikke: We’ve always believed you shouldn’t have to compromise between imagination and function. Kids want colour, dinosaurs, galaxies—and
parents want something that lasts through playgrounds and washing machines but also aesthetically pleasing. We love the challenge in combining those two worlds.

Mogens: It’s an ongoing conversation between creativity and practicality. Our designs have to survive real life. If a jacket can’t survive school yard life, it’s back to the drawing board.

MOLO’s prints and colour stories are so distinctive — How do these visual narratives usually begin?

Rikke: Our prints often start with a question: What are kids curious about? From there, it could be outer space, endangered species or the secret life of mushrooms. Our designers are masters in storytelling that informs but also sparks imagination.

Mogens: Our team is inspired by everything from exhibitions, our local neighbourhood or art books. Honestly, no source is too strange. We welcome the weird and wonderful.

As you’ve expanded globally, what cultural surprises have shaped how you approach new markets? Have you had any unexpected successes that you didn’t anticipate?

Rikke: Oh, many! Like learning that black is a tough sell in some markets, while it’s a staple in others. And a print
which is super niche for one market can be a best-seller in another market.

Mogens: The cultural differences in taste and seasonality are real. We now design every collection to cover both snow and sun—regardless of whether it’s AW or SS. It’s logistically mad, but creatively quite fun.

How do you keep it exciting and fresh for your team at Molo?

Mogens: Our team is built on curiosity. Everyone gets to bring ideas to the table. There are no bad suggestions. We always have new projects that we want to master, and we all take pride in what we do, and that shared sense of purpose keeps us moving forward.

Rikke: Also, we try not to take ourselves too seriously.We’re surrounded by unicorns and rocket ships, after all. If you can’t have fun doing this, when can you?