Mølby The Label X Wirral Life Magazine


Tell us about Mølby the Label?

My name is Karina Molby and I am the Director behind Mølby The Label. We are an independent,

British, slow-fashion brand working out of our small studio in Heswall. Our vision is to create beautiful,

timeless garments that can be dressed up or down for all occasions. Shopping sustainably can be

expensive and we strive to make it more accessible for the everyday woman.

How do you work sustainably?

My aim is to focus on a more ethical way of working, by reducing fabric wastage and carbon

emissions and creating high-quality, timeless garments, which can be worn again and again. I do this

in a variety of ways including locally sourcing fabrics. Everything is made to order to reduce fabric

wastage and any scraps are reused in our new ‘Save the Scraps’ initiative in which we use scrap

materials to create unique, one off accessories from dog collars to cushions.

What inspired you to set up Mølby the Label?

It all started from my Grandma Rita. An eccentric, funny and confident woman that would not hesitate

to cut her own hair and regularly rock fingerless gloves paired with a choker. She always owned small

fashion boutiques around Merseyside and as long I could remember I would dress the mannequins

and serve customers. From this, I have had a fascination with fashion and how creative and fun it can


What experience do you have in the industry?

As I mentioned in my last answer, fashion has always been a passion of mine and I have always

wanted to pursue a career in this field. When finishing college studying a compulsory art foundation

course that was needed before I could focus on fashion design at University. I went to Liverpool John

Moores University to study fashion design.

During my time at JMU I completed an internship at Jonathan Saunders. Moving to London for 6

months and working full time in a busy studio with many skilled professionals from around the world.

I gained more experience during that 6 months than I could ever explain, from pattern cutting to

sampling and sewing for fashion week, it became so clear to me that this was something I wanted to


When leaving university I worked at boohoo.com and Very in the buying department for just over 5

years combined. Although I strongly believe in a sustainable way of working, I also understand that

there will always be a demand for fast fashion, as we live in a society that wants something at the

click of a button.

What advice would you give to young fashion designers?

Alongside working fulltime I have always ran a part-time business. Over the years this has been

incredibly demanding, working until 6 and sewing until midnight and then going again the following

day. Looking back this brand has taken over 5 years to develop and gaining a following takes time

and patience. I don’t want to use the cliché of “never give up” but this is true. If you believe in a

concept, do everything you can to bring it to life. Mistakes are constant and without them you will not

learn. Seek advice, whether that be in the form of branding, marketing or even how to make a dress. I

have had the pleasure of continuously improving my skill set since employing my first full time and

incredibly talented seamstress, Danny. People are so skilled in their individual fields and it is

important to utilise people for what they are good at. I personally make dresses, however, Mølby the

Label is continuing to grow because of the wealth of experience and support around me.


What has been your champion design?

I created a dress last spring called the ‘Tilda Dress’. I didn’t really think much of it at the time. I never

planned for it to be half as popular as it has been. Through its sales and the attention it received from

influencers, this dress has moulded my brand and has given me a strong platform and following on

social media.

What do you dislike about fast fashion ?

Waste! Waste! Waste!

There is a need for fast fashion and I personally don’t believe this need will ever diminish. As a

society, if we want something quickly, we get it quickly, and this is no different with clothes. At a click

of the button you are able to have next day delivery, not pay for it and get a wardrobe of clothes

dropped off to your door for you to try on and send back, let’s be honest, you can see the attraction.

However, let’s look at the impact it is having on the world.

- Fast fashion emits 1.2 billion tons of CO2 per year, more than air travel and shipping


- Fast fashion produces 20% of global wastewater, contaminating rivers, oceans, drinking

water and soil.

- Discarded clothing made of synthetic polymers can sit in landfills for 200 YEARS!

The next fact, is that 97% of fast fashion is produced overseas in developing countries with poor

labour laws and human rights protections. We will save this debate for another day, as many of these

developing countries rely heavily on the employment from British companies. However, the way in

which people are treated (predominantly women and children) and the way they are paid in order to

make a small percentage of profit is despicable and should be researched further, monitored closer

and spoken about louder.

Where do you see yourself in 5 years time?

At the moment I am taking things step by step. I am currently having to close my

website every week due to high demand. In the not too distant future, I will be looking at

purchasing bigger premises and hiring more, full time local individuals that can assist in

the development of the business. The way in which Molby the Label has grown in just 6

months has been life changing, so in 5 years I would like to think the possibilities are

endless, but I do not want to get too ahead of myself at this early stage.

Who would you most like to dress?

I would love to dress the girls from HAIM, I absolutely love dressing two or three people at

a time as I love making looks which complement each other by playing around with

colour, prints or shapes. The HAIM girls have a super cool, laid back look and they’re not

afraid to experiment with fashion.

What can we expect to see in SS21?

You can expect lots of clashing prints, bright colours and plenty of gingham! Summer is

my favourite time to design and I have so many exciting plans coming up!

What does your brand offer which other brands don’t?


As every single piece is handmade to order we can alter and change any design to best

suit our customer. Whether that be the shape of the dress, the length, the size or the

colour! We like to be as flexible as possible with our designs so everybody can wear them

and feel and look great!