Our Story
Moma Hilo was born from a desire to reconnect with clothing - to revive the meaning, care, and storytelling that once shaped the way we dressed. Watch the video below to find out more.
Our Story
Our founder, Penelope, was inspired by a suitcase of her grandmother Margaret’s clothes, lovingly kept by her mother for decades. Each garment in that case held a story: where it was found, where it was worn, and the memories woven into it. Over time, these pieces became a window into Margaret’s life - a way for Penelope to feel close to someone she never knew. They were a powerful reminder of the personal connection we once had with what we wore.
Today, much of that connection has been lost. Fast-paced trends and overconsumption have made clothing feel temporary, stripping away the craftsmanship and sentiment that once made garments truly special. Moma Hilo was created to change that - to design with intention, craft with care, and create pieces to be lived in, loved, and handed down.
Many of our garments are adjustable, allowing them to adapt to different bodies and stages of life. It’s one way we honour longevity, versatility, and the stories yet to be told.
Our Name
Moma Hilo is named after four women from Penelope’s family - Mollie, Margaret, Hilda, and Louise (her step-grandma, grandmother, Nana and Mother) - whose values have shaped the brand. Inspired by their legacy, our pieces are rooted in the past, designed for the present, and made to last into the future.
Our Logo
Our logo means a lot to us. Handwritten by Penelope’s mother, Louise, it reflects one of our core values - nostalgia - and is something we’ll treasure forever, just like our pieces.
Why Made-To-Order
At Moma Hilo, we believe clothing should be made with purpose. That’s why we operate on a made-to-order model - so every piece is created with intention, reducing waste and ensuring thoughtful production. Every piece of Moma Hilo is made locally in London by our trusted makers.
We release new, exclusive styles on the first Tuesday of each month. By making pieces to order, we can share the journey of your garment being crafted, allowing you to see the process behind what you wear.
Hear Our Story
Learn about the story behind the brand and how it was started in our recent podcast interview with Antonia from Unzipped
Our Studio
Our studio is based at Big Creative Academy in Walthamstow, where we’re proud to hold a Fashion Residency. Partnering with this inspiring institution, we run workshops, lead brand-focused projects, and offer work experience opportunities - supporting students as they explore creativity and develop their skills in fashion and sustainability.
Penelope is available for guest lectures at universities and colleges, sharing insights on sustainable fashion and building a responsible fashion brand.