The brothers Vemund and Eitil have always enjoyed creating, and one day that led them to make t-shirts. The tees were made for themselves to wear, but their friends soon wanted to wear them too. This lead to the brothers thinking that it might be possible to sell them to even more people. Said and done, they marched down to a hip store in Stockholm to start off their career in fashion.
Minutes later the brothers came out of that same store with their tails between their legs. A couple of tees aren’t enough, they were told. We can’t sell that. You need a collection, a style and a brand. Then we can talk. At this point, most would have given up, moved on and done what people usually do. Education. Employment. Security. But Vemund and Eitil didn’t do that. Instead they made that collection, and the year was 2005.
Besides drawing clothes, we love to make paintings. Growing up in a family of artists, our home was always filled with creativity. Our mother is a sculptor and our father is a painter, so it is natural for us to express ourselves artistically. Initially when we start working on a new season, we put the inspiration down with paint as well. This is a visual complement to our collection. The paintings are sent to our retailers, helping them to explain what the collection is about, and hopefully also revealing what Mouli is about.
Photographer: Zsolt Istvan Posta
Images courtesy of Retail Design Blog