about us

MOJA ROWA

Yelena Mojarova and Benedikt Sittler first crossed paths on the second floor of the Vivienne Westwood studio in South London. Yelena was working as a senior designer alongside Vivienne, while Benedikt served as Andreas’ assistant.

What began as a romance quickly evolved into a powerful creative and spiritual partnership. In 2020, the couple set off on a sabbatical journey to Mexico, planning for just three months. But as the world shifted overnight with the onset of COVID-19, their short trip turned into a three-year chapter marked by uncertainty, introspection, and transformation.

Immersed in the stillness of the jungle and inspired by the local artisans, they began rethinking their relationship with fashion. They travelled through Mérida and Oaxaca, researching pre-Hispanic fabrics and traditional textile techniques, and experimenting with natural dyes and embroidery.Their vision was clear: to create a brand with as little environmental impact as possible.

From this experience, Moja Rowa was born. Their debut collection sold out within days at a pop-up in Tulum, confirming they were on the right path.

What started as a dream soon became a mission. Yelena and Benedikt decided to return to Yelena’s hometown in Italy to build a more structured business rooted in solid values. Drawing from their combined experiences in London and Mexico, they began shaping Moja Rowa into a brand with a distinct identity.

Today, Moja Rowa is officially recognized as an emerging label, partnering with Italian factories and working exclusively with deadstock of premium quality. Their made-to-measure knitwear and artisanal pieces reflect a deep respect for both craft and sustainability. 

Moja Rowa has been featured in Vogue Italia and d la Repubblica and has already hosted two successful pop-ups in New York and Paris.