AW 2012/13


Press Release Autumn-Winter 2012/13

Exciting news, comebacks and lots of cool factor – also for bigger kids

molo believes in an urban autumn that is cool and modern with silhouettes that also appeal to slightly bigger kids.

In the autumn and winter collection, molo is making sure that a portion of the collection addresses the needs of slightly bigger children. Certain styles are now available in sizes up to 164. “This allows us to accommodate our loyal customer group which has grown taller and is now going to school. We are using this opportunity to create new styles and silhouettes,” says Designer Noemi Dalby about the autumn/winter collection 2012 that now includes oversized T‐shirts and dresses for the girls with batwing sleeve details on different garments. The boys can look forward to clean and cool low‐crotch trousers and interesting washes for both denim and sweat.

molo is nuts about knit
molo has created its largest ever knit assortment for the autumn/winter 2012 collection, which should please boys and girls alike. Choices range from easy cotton knits, with appealing details, that can be worn with everything in the collection, to the long cardigan with stars in monochrome colours in a wool/cotton blend that is machine washable. The finishing touch comes in the form of chunky, statement knits in fabulous colour combinations.

Soft makes a comeback
Soft is great. molo has put a lot of effort into developing its sweat programme in terms of new fabrics and washes, so it’s now more than ok to use comfortable clothing for more than just relaxing at home. One of the most exciting
elements is the denim sweat programme with a cool hoodie and sharp sweatpants. Look for models in spray sweats and a new flecked quality never before seen for boys, which has a lot of character. The girls get their own distinctive, short uniform jacket and a heavy jersey programme with a black and white rose print so that it looks like sweat items.

Colourful trousers
molo believes in colourful trousers this season like chinos in lilac and nautical blue. There is a novelty, funky green denim twill for boys and a deep purple for girls. A pair of red, “stand‐out,” corduroy trousers with a vintage wash and a cool style make sure your child doesn’t blend into the crowd.

Slip on a pair of molo socks
As a continuation of molo’s popular stocking programme, molo is now introducing its own line of socks. They come in a two‐pack set with star designs, which are different for boys and girls.

Inspiration and colour
There is a hint of fantasy world in the collection with a fairytale print for girls in blue/purple tones. The boys can go hunting through the urban underground with cars and monsters in an eclectic colour story of intense blue, green,
neon yellow and black. Look for a boy’s rockabilly theme print as well as a Canadian wildlife print in earth tones and blue nuances. There is also an intense colour mix of red, pink and orange ‐ an injection of colour in an otherwise dark time of year. Last but not least, look for a black/white graphic theme with a leopard print interpretation for girls. It’s eye‐catching and yet another sign that the collection has matured with its customer.


Our story… from the beginning to now

molo’s journey sprang out of curiosity and a drive to radically change the existing children’s fashion world, which was, in 2003, less than vibrant and colourful. Since its conception, molo has seen its role as the brand that provides “favourites” for every child’s closet. 
molo’s first collection, 2-8 years, sees the light of day in the spring of 2003 and is initially sold in Denmark, Sweden, Norway, Holland, and England. But the molo customer isn’t satisfied because they want more: so the first molo baby collection, 0-2 years, launches in 2005, and in 2009 the first separate outwear collection makes its debut. Since then, molo has seen its product range grow to include boys’ and girls’ collections up to 12 years, as well as a swimwear collection.
Our passion… children first
molo isn’t a big design factory that treats children’s clothing as a secondary line. For us, kids come first, and our clothing reflects this passion.
Our philosophy… children’s design on children’s terms
We believe that children’s clothing has to be designed on children’s terms so they can express their creativity and personality through their clothes. We believe in clothing designed for real life, not just special occasions. Children need clothing that allows them to move freely, express themselves openly and fearlessly explore a world of delightful possibilities- not clothing that restricts their movements.
Our design… children’s fashion with a quirky charm
molo’s design feeds a child’s imagination with strong colours, fun prints, exciting shapes and bold combinations. At molo, we are completely crazy about prints because we appreciate that they help give character to even the smallest personalities. A print is something any child can relate to and can easily fall in love with. This is why prints are so vital to molo’s collections.
Our style is urban with funky, colourful designs that often have a humorous twist or are just quirky enough to get noticed- but never at the price of function and quality. Our design is a mix of fun, witty details and a cleaner, “raw” Scandinavian look. The clothes provide the necessary functional details that every child needs, and they stand up to even the most active kid’s life, wash after wash. molo is Children’s fashion that’s heavy on the charm!
5 facts about molo
molo is headquartered in Copenhagen, Denmark
molo has 8 concept shops with their own staff located in Denmark (Copenhagen, Lyngby, Odense and Aarhus), Sweden (Malmö) and Norway (Oslo)
molo has its own sales offices and showrooms in England, Sweden, Norway, Finland and Benelux
molo is sold in 30 countries all over the world, which means 600 leading specialty stores and department stores, including Harrods in London and Barneys in New York
molo’s collection spans from age 0 to 12 years.


brand contact:
Molo Kids a/s
Baltikavej 20
2100 Copenhagen
phone +45 888 840 00

press contact:
Molo Kids a/s
phone +45 281 560 00
Lise Thomsen