MO Ethos & Origin

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MO is short for "Muse Our _____", an abstract phrase that encapsulates the inquisitive spirit of the brand: to ponder and ruminate upon the ordinary things; to collectively consider them from different perspectives; and to reimagine the otherwise overlooked.

The brand was founded in 2020, conceived in the wake of a global pandemic, bolstered by a spirit of creativity and adaptability. Our origin was a nuanced re-evaluation of the relationship daily lifestyle goods have with its users, seeking to bring into confluence aesthetically harmonious products of practical functionality, which also enable individual expression in an understated manner. Specifically, in assessing our products we consider three main criteria: sensory engagement, emotional resonance and relatability, and MO’s distinctive design language. These features constitute the heart of our relationship to every creative pursuit, whether it be the people and campaigns we partner with, the types of products we choose to develop, even down to the scrupulous selection process for the palettes of our designs.

Undergirding the day-to-day operations of the business is a shared belief that life is made available and manifests in the pace of our living and the aggregate choices we make—both individually and collectively. At MO, we strive to exemplify this ethos by offering goods that not only effortlessly integrate into daily life, but also enrich the perception and experience of it. Similar to how a well-tailored suit lends itself to the individual it was made for, accentuating the particular body type and conveying a unique personality, we aim for our products and designs to be a coherent extension of the user.

MO’s products are designed to echo an individual’s delicate and variably complex inner life. In using our products, we hope the user can intuit the human touch and devotion to detail of the creatives behind the designs. There are currently 8 MO concept stores operating in Hong Kong, each designed around a unique theme proffering different windows from which to interpret and form a dynamic understanding of our brand. We carry a growing collection of lifestyle items ranging from travel accessories; to personal care items; and even limited edition collaborations, such as specialty coffee beans. Even as our product offering continues to diversify and expand, the founding spirit of MO remains steadfast—a common thread binding all that we do—we embrace and extend a vision of life charged with meaning and significance, whilst delighting the senses.