Mouli was founded in Stockholm in 2005. Behind the brand stands the two brothers Vemund and Eitil Thorén. They come from a family of artists. Creating has always been a central part of their life. This is the foundation of Mouli.

Family, Friends and Fools. It all began with tees. The brothers Eitil and Vemund made t-shirts they wanted to wear themselves. Soon their friends and, eventually, the friends of their friends wanted to wear them too. The Mouli feeling was there from the start. A relaxed and casual style that’s never forced still it’s always at the centre of attention, much like the attitude of their many friends.

Mouli is not created just for the office or the afterparty. It’s created for every occasion and scene that you like to hang out and spend time in. Because spending time together is fundamental at Mouli. Someone is painting, someone makes music, and someone hosted a party last night. If you feel like it, anything can happen. The products are made for the family friends and fools that define Mouli. It’s love and respect in every seam. And together with Mouli’s unexpected contrasts and details you bring the right personality and style, wherever you go.

Photographer: Zsolt Istvan Posta
Images courtesy of Retail Design Blog