Started in December 2014 by Sonja and Ester, two close friends with several years of experience in fashion, Möon is nestled in the Kreuzberg, Berlin’s epicenter of style and culture.
The small boutique stands out by its minimalist yet impeccable interior design and its well-curated selection of sustainable brands from the four corners of the world.
“I was working in fashion for more than twelve years and started to question my career choice,” says Sonja. “I felt my work was empty and felt the need to do something that made more sense. I decided that it was time to switch and create a shop selling clothes that are not only good on the eye but also for the environment and the people who make it.”
Ranging from small brands such as Haikure to more well-known labels such as Veja, the boutique has a vast choice that appeals to a large clientele. “We were positively surprised by the clientele. It’s actually more diverse that what we had imagined!” explains Ester. “We have young, stylish twenty-somethings, older women with a rather classical style and even people who we never would have thought could be interested in these types of products. It really shows how mentalities are changing, and how sustainable fashion can actually be fashionable.”
Finding the right labels was not easy; “It took months,” says Sonja. “I remember breastfeeding my son while browsing the net, jumping from link to link.” Their dedication to only stock brands that meet the standard of sustainable production made the selection even trickier. “It’s not as easy as one might think – of course brands cannot always be 100% sustainable. It’s sometimes hard to determine where leather comes from or how to find organic cotton suppliers in certain regions of the world, but we try to ask as many questions as we can and verify as much as possible to make sure our brands fulfill the standards we have set up for our shop.” And the difficulties don’t end there; “It’s also important to build a trusting relationship with our suppliers, not only for us but also for our customers. You would be amazed by how much our customers care about the manufacturing process and how many questions they ask us before buying anything” adds Sonja.
“It’s also important to build a trusting relationship with our suppliers, not only for us but also for our customers. You would be amazed by how much our customers care about the manufacturing process and how many questions they ask us before buying anything”
Always on the lookout for new brands, the duo attends ethical fashions shows and browse magazines voraciously. “The sector is still emerging and the information is not always easy to find. The good thing is that these days there are more and more brands taking sustainability into account without compromising style,” explains Ester. Blending style and high-quality with affordable prices, Sonja and Esther take pride in making sustainable fashion available to a larger public. “We really believe that anybody should be able to afford good quality clothes. Of course it’s still not as cheap as well-known fast fashion brands, but the whole idea of conscious consumption is not only to consume well but also to buy less.”
Passionate about their new project, the two mothers of four children try to balance their lives as entrepreneurs without forgetting their lives as mothers. “It’s not always easy, but we made it ’til here, so life and work balance can definitely be achieved”. So while the kids go to school the duo steadily grow the shop by adding new brands to their selection and plan to hopefully sell online in a near future, “and, why not start our own label soon?!” says Sonja.