Meet Modström – The Danish Brand You Didn't Know You Needed

Before adding any brand to The Mum Loop mix, there are a few key criteria each brand must meet, as nothing is more important to us than choosing quality, style, and enduring appeal when selecting new styles. Modström is new to the Australasian market, which means it's quite likely that you've never heard of it.

 There is always a gamble involved when backing a new-to-market label; however, Modström isn't new, it was established in 2004 and has a long history of producing on-trend, highly wearable and effortless designs – for the Scandinavian market (initially) and then expanding globally. 

This means Modström know fashion – they've been executing cool clothing for over two decades. It's exciting that we can finally make it accessible to our beautiful customers in New Zealand and Australia. We hope you love our selection. We're confident you'll fall in love with the designs, quality and wearability – trust us, it's even better IRL. 

Trend-driven with a high level of wearability. Modström collections have an overall clean aesthetic with a positive attitude. Here you can find your favourites for everyday – such as casual organic cotton tees, oversized stripe shirts, chic knitwear that outfits back with everything, and go-to comfy and relaxed bottoms that perfectly walk the line between trendy and timeless. 

Modström's mission is not to be aimed towards an exclusive crowd, but rather meet a wide and diverse cross-section of women where they are at, with beautiful and easy-to-wear pieces that don't require them to change or conform, but feel great in what they wear today!  

Established in 2004 in Denmark, they work their magic from their headquarters in Copenhagen – the epicentre of 'Scandi-cool' style. 

The brand is led by its CEO Helle Wagner, in collaboration with Creative Director Anne Mølgaard Nohr. Colourful prints and feminine designs quickly became a part of the Modström brand DNA. The team at Modström describe the culture as one that is driven by a passion for fashion (we can relate). entrepreneurship, and hard work, leaving a strong feminine mark on the fashion industry. 

The focus is on creating a meaningful business strategy – from the supplier to the everyday woman on the street. Their aim remains – design beautiful, wearable styles for a wide range of women. 

Another point of alignment for The Mum Loop and Modström is that they use quality materials that are more often than not comprised of recycled fibres. Most European brands are a step ahead with integrating remnant and recycled fabrications into their colletions than many brands are in the southern hemisphere. We're still catching up a bit. 

As much as we love natural fibres and advocate for premium, soft-to-touch fabrics (especially in motherhood), we are all for reducing our fashion waste and helping break the never-ending cycle of fashion landfill waste.

Partnering with and supporting brands that are going the extra mile to reduce, reuse and reclaim discarded materials is something we can all feel good about, from designer to end-wearer. 

Some of the Fabrics you'll find in Modström's collections

(A glossary for your fashion-fibre literacy).

LENZING™ ECOVERO™ Viscose fibers

Modström have been using LENZING™ ECOVERO™ Viscose fibres in their collections since 2019. LENZING™ ECOVERO™ fibres are derived from controlled or certified wood sources (like wood pulp). The fibres are made with at least 50% less carbon emissions and water consumption compared to generic viscose.

TENCEL™ Lyocell fibers

TENCEL™ Lyocell fibres are derived from controlled or certified wood sources. The fibres are made from a resource-saving, closed-loop production process. Modström has included models with TENCEL™ Lyocell fibres in its collections since 2020. 

Organic Cotton

You've no doubt come across organic cotton and probably own something in organic cotton, but what does 'organic cotton' mean? 

Organic fibres are natural fibres grown without synthetic pesticides and GMOs.

Recycled Textiles

While materials like virgin polyester are produced from oil, recycled polyester fibres can be derived from plastic bottles, rejected garments, and production leftovers.