MOAM voor HEMA 2014

The design collection MOAM for HEMA: the perfect base for the Dutch wardrobe. This 20-pieced collection was designed by four designers from the MOAM collective with the design-principle “A comfortable and trustworthy collection for the Dutch consumer”. The collection was available in more than 200 stores in The Netherlands.

The collection consisted out of refined fashion items for women such as a blazer, blouse and a little black dress, but also stylish designs for men, like a shirt and a knitted cardigan. Next to this, the collection consisted out of several unisex pieces such as a bomber-jack and a sweater. Last but not least, MOAM added lifestyle products including a planner, towels, socks and a shopper.

The MOAM for HEMA collection consisted of 20 pieces that can be worn in 90 different combinations. The design collective MOAM for HEMA was assembled by initiator Martijn Nekoui and consists of fashion alumni Dewi Bekker, Sanne Faber, Julie de Ruijter and Tess van Zalinge.

The collective was coached by Frans Ankone (Avenue and Vogue), Peter Leferink (head design AMFI) and Mariette Hoitink (HTNK, Jeans School). Other established names from the Dutch fashion industry such as Frans Molenaar, Olcay Gulsen, Claes Iversen and editor’s in chief from LINDA. magazine Jildou van der Bijl and Iebele van der Meulen supported the collective by sharing their knowledge and experience.

“We wanted to bring design to HEMA, a not so obvious choice. But the simple style of HEMA combined with fashion- and high quality from MOAM made an excellent collection possible” – said Martijn Nekoui, initiator and owner of MOAM. “It can be worn by young girls and hipsters, but at the same time by my mom and her neighbor, and that was the exact point; accessible fashion”

The ‘rookworsten-shirt’ was the best-seller and sold out within an hour.