A digital platform built for a brand in constant motion

Mos Mosh was founded in 2010 by Kim Hyldahl. According to a fortune teller, he would become a successful entrepreneur if he dared to take the first step. Whether the prediction played a role or not is hard to say - but the first sketches drawn at the kitchen table quickly evolved into timeless styles and laid the foundation for what Mos Mosh is today: an internationally recognised fashion brand with a strong and distinctive identity.

In the years leading up to 2023, Mos Mosh focused on building and refining their brand. The next step was to strengthen their e-commerce setup with a more commercial and scalable platform that could support both their popular collections and brand shops - without compromising on values, aesthetics or quality. The vision for the webshop was already clear.

Switching to GRAFIKR was an important decision. That’s why the collaboration began with a clearly defined project: developing a new product page. This allowed Mos Mosh to experience our way of working and the quality of our solutions firsthand. The result marked the beginning of a close partnership, where we gradually took responsibility for Mos Mosh’s entire e-commerce setup.

The solution

The collaboration has led to a series of targeted improvements designed to strengthen both the brand experience and commercial performance across the webshop.

Shop the Look
We developed an automated Shop the Look feature on product pages, enabling customers to purchase complete outfits directly from inspirational imagery. The feature inspires and guides customers while also increasing average order value.

Speed optimisation
The webshop’s loading speed has been significantly improved. Faster performance reduces friction, enhances the user experience and increases the likelihood of conversion – a crucial factor in fashion e-commerce.

Structured product information
Certifications, materials, care instructions, size guides and partnerships are now presented clearly on each product page. Built around structured metadata and tightly integrated with Navision, this setup improves usability while creating a calmer, more refined visual expression.

Improved navigation
Mobile navigation is one of the most important touchpoints in any webshop. The previous structure lacked clarity, so we redesigned it to be more intuitive, making it easier for users to navigate categories and products.

Digital Product Passport
We implemented a digital product passport that provides full transparency into each product’s journey. Customers can explore origin, materials and product data in detail – supporting Mos Mosh’s focus on quality, responsibility and transparency.

New PLP (category pages)
Category pages have been redesigned to offer better filtering, clearer overview and more inspiration. This makes it easier for customers to navigate the assortment while reinforcing the Mos Mosh brand universe.

Optimised cart and campaign logic
The cart experience has been optimised to create a smoother path to checkout. At the same time, we enabled Gift With Purchase (GWP) functionality, allowing campaigns to be activated automatically and strategically without disrupting the purchase flow.

In addition, we implemented Mouseflow, giving Mos Mosh valuable insights into user behaviour. They can now analyse scroll depth, click patterns and friction points – providing a strong foundation for continuous optimisation.

Loyalty programme in collaboration with Voyado

Together with Voyado, we developed MOS MOSH Members – a loyalty universe designed to reward loyal customers and strengthen long-term relationships. Membership is free and offers access to exclusive benefits that create genuine value for engaged customers.

Members earn points through purchases, ReLoved trade-ins and simple profile updates. The points system is designed to reward engagement while supporting Mos Mosh’s focus on responsibility and circularity.

The programme consists of four tiers - CORE, SILVER, GOLD and PLATINUM - with benefits increasing at each level. These include early access to sales, pre-access to new collections, free shipping, birthday gifts and exclusive rewards for the most loyal members.

A key feature of the programme is pre-access, giving members early access to new collections before anyone else. This creates exclusivity, drives engagement and provides Mos Mosh with a powerful tool for working strategically with customer data and long-term value.

For Mos Mosh, the focus has always been long-term. Rather than chasing quick wins, the goal was to create a webshop that communicates brand identity, values and credibility. That is an approach we fully share.

The new information structure makes the webshop more intuitive and user-friendly for customers, while also simplifying internal workflows. Product and category pages have been upgraded to Online Store 2.0, giving Mos Mosh greater flexibility and improved content management capabilities.

The brand’s position has been strengthened, the customer experience is more cohesive, and sales now take place on a foundation that aligns fully with Mos Mosh’s DNA. A digital platform where the brand is allowed to stand clear - and move forward.