Mos Mosh
"Trust is the most important currency"
What started with seven pairs of jeans at the kitchen table grew into an international brand, without ever losing sight of the original idea. Kim Hyldahl explains why reliability and trust remain the foundation of Mos Mosh to this day.
Interview: Nicoletta Schaper. Photos: Mos Mosh
Kim, the founding of Mos Mosh is also part of your personal story. Why don't you tell us about it?
Kim Hyldahl, founder and creative director of Mos Mosh: Mos Mosh was born during a phase of my life when I had to start over. In 2010, I was sitting in my kitchen with seven pairs of women’s jeans and a clear vision: denim with a perfect fit, high quality, and a little twist. Italian brands offered great washes and details, but often didn’t have the right fit for the Northern European market. American denim fit better, but was less refined. I wanted to combine the two.
How much does this story still influence you today?
Very much so. We’ve grown—in 2020, we added menswear with Mos Mosh Gallery, and in 2024, the Heyanno collection. But our founding philosophy has remained the same. We’ve never been driven by Excel spreadsheets, but rather by design. It’s all about the product: fit, quality, and attention to detail. And it’s about people. Many have been with us since the very beginning, including our first employee and our first jeans supplier. That says a lot about our culture. At the same time, we’ve always thought on an international scale. Today, our main focus is on achieving healthy growth in existing markets.
Our current issue takes a deep look at the concept of trust. Does that interest you?
Absolutely! Trust is the most important currency—within the team, with our partners, and with our customers. Anyone who buys a Mos Mosh item should get their money’s worth. We’re committed to delivering on that promise time and time again.
What do you like most about your job?
Seeing how the company and the people in it grow. Recently, I was late for a meeting and wanted to offer our guests some coffee, but they said they’d already been offered some several times. This small gesture shows that we’ve maintained this level of care for one another. I’m really proud of that!
