About Moshi Moshi Mind

Moshi Moshi Mind is a lifestyle: a scent, a mantra, a statement, and a dotted bag that have become a signature statement for the woman who dares to break from the fast pace of fashion. A woman who wants to take responsibility for herself and is conscious about her choices. With a Nordic approach spiced with a bit of Eastern spirituality, the Moshi Moshi Mind universe signals calm, softness, and comfort, while living free from status symbols and fashion trends. Their brand focuses instead on simplifying the way women dress and combining leisure and work wear in a way that inspires a less complicated and slow-paced life.

Made for and by women who want to take a deep breath and take care of themselves, Moshi Moshi Mind allows work, leisure, and passion to blend into one another and create a fusion between being outgoing and reclusive. They believe in the courage of being soft and in the femininity of being strong, and they bring the soft sport look into everyday life, and the natural into all women's wardrobe.


Brand Ethos

Moshi Moshi Mind is a liberating universe whose designs focus on clever fashion rather than fast fashion. In a world that is in constant motion, they wish to inspire slow shopping, timeless design, a more laid-back look and overall way of living. The mellow modern life – a balanced urban life, inside and out.

The comarché framework

Product lifecycle

Brand sustainability

Right from their humble beginnings in 2006, Moshi Moshi Mind had a clearly defined vision of building a more sustainable brand, and a purpose to create simplicity, quality, and well being in women's lives.


Long Product Life-cycle

Moshi Moshi Mind’s forever line is part of their core collection that is always available and designed to give women a way to treat themselves with softness and care through long-lasting designs. Every piece is made to perfectly cater your existing wardrobe and is independent of trends and seasons. Creating with longevity in sight, Moshi Moshi Mind doesn’t believe in clothing that becomes irrelevant soon after purchase. They put a lot of care and consideration into their products and believe that high quality and comfort are imperative for fashion relevance and sustenance.


Natural Certified Materials

Having said that, the brand makes great efforts and strives to work with the best possible fabric qualities to create their effortless, soft, and comfortable look. Among the sustainable materials they utilize, 100% organic raw cotton is one they try to incorporate as much as possible into their collections. Designed in Denmark and produced in Portugal, their ‘Raw Capsule Collection’ contains GOTS-certified 100% raw organic cotton, which is a breathable and very durable material. Raw cotton is undyed cotton fibers that are neither bleached nor dyed, which saves water during production. In addition, organic cotton cultivation emits up to 94% less greenhouse gas.

Apart from that, Moshi Moshi Mind also uses lyocell, a cellulose fibre commonly derived from wood or bamboo pulp. Compared to regular cotton, lyocell uses less than half as much water in production, and the fabric's breathability is also great for the planet, requiring less frequent washes. The brand also presents a Bionic Finish® Eco water-repellent line with components based on a fluorine-free recipe.


Giving Back

Another way Moshi Moshi Mind wants to make their voices heard is through their Save the Children’s support to secure children's rights all over the world. For every Dotted Crossover bag they sell, 150 DKK is donated to Save the Children Denmark. For the brand and its founders nothing is more important than standing united, supporting each other, and protecting the world's future generations. Moshi Moshi Mind actively want to care for the world and the people in it and supporting organizations like Save the Children is crucial to delivering on their commitment.

The Comarché Notes

You will find lots of ingenious basic items in the range from Moshi Moshi Mind, as well as more special designs that can allow you to unfold your own personal style. One of the basic ideas behind this brand is that their clothes should fit into all aspects of your life. They create evergreens that you can easily integrate into your existing wardrobe and create the perfect base for a lot of outfits.

Sustainable highlights on brand level

  • This indicates that the brand has actively sought out Fair Working Conditions for the producers of its product(s).

  • This indicates that the brand gives back to society in some shape or form. The particular initiative will be listed when describing the brand in the brand section.

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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