The Minimalist Shoe Brand That Quietly Took Over My Closet

Plus! An exclusive, rare offer from the label for subscribers.

Welcome to Shoesday, a weekly column, sent every Tuesday*, about shoes.

*This post is being sent out on a Wednesday because I was traveling. To see everything I packed for my trip, click here.

I don’t remember exactly when I first came across Morjas—though, chances are it was on Instagram, where the algorithm correctly marked me as the kind of person who will stop scrolling for a pair of Goodyear-welted loafers captured in perfect afternoon light. What I do know for certain is that over the last few years, I’ve gone from being completely unaware of the label to a frequent wearer—and recommender—of its products. A quick audit of my IG page, this very newsletter, and my actual closet confirms it: I’ve got its hiking boots, “Ivy” penny loafers, sneakers, and Belgian-style loafers, while my personal favorite in the range, a pair of absurdly soft leather boat shoes, are basically my idea of the perfect summer footwear. (Also, just FYI: I’ve done a touch of sponsored content with the label before on IG, and most of the shoes I’ve gotten from them have been gifted, but this post was not paid for. Also, I won’t receive any kickback on sales.)

Now, I’ve spent some time ahead of this post reflecting on what sets Morjas apart from so many other digital-first brands, and I think what it boils down to is this: its ability to deliver a clean, minimalist aesthetic—the kind you'd expect from a well-designed Scandinavian brand—without veering into cold or clinical territory. Unlike so many DTC labels that lead with the “we cut out the middle man and passed the savings onto YOU” spiel, Morjas flips the script. Good shoes first, value proposition second. Put another way: When I see a Morjas lookbook, their shoes are often styled with things like simple knit polos, loose-fitting trousers, sharp suits, or perfectly-distressed jeans—aka stuff I actually want to (and do) wear. Then you add in the price point that’s well below what most heritage shoemakers charge for comparable quality, and it’s easy to see why the brand keeps steadily expanding its lineup each season while quietly growing its global footprint.

See what I mean? This shoot and styling don’t read “digitally native brand” to me.

Still, I wanted to dig deeper into how Morjas came to be and go under the hood of what’s made it a hit, so I reached out to founder and CEO Henrik Berg to chat over email. A little background: Berg was born in Spain but moved to Sweden at 13, where, after college and a stint as export manager for a haircare brand, he launched Morjas in 2017. Nearly a decade later, the label has grown from the scrappy venture he ran solo out of his apartment into a multi-million dollar company, but the mix of Swedish and Spanish cultures remains its heart. “I need the silence of the woods,” writes Berg on the brand’s About Us page. “I need the pulse of the Mediterranean. I need the scents, the flavors and the people of both cultures. It shapes who I am and what I get inspired by.” This connection to both places also lives on in the shoes themselves, which are designed in Sweden but are, in many cases, made in Spain.

With all of that in mind, scroll down for my conversation with Henrik, where we discussed a myriad of topics that I think will give you a better sense of the Morjas ethos, including: the initial spark that made him launch the label, its most popular styles, and even its plans for the future. (Hint: they might involve a store in the United States.)

Also important! While the brand seldom (if ever) goes on sale, they are graciously offering up an exclusive, subscriber-only discount code that’ll get you 15% off every single shoe in its current collection*. This offer will be available for a limited time, from right now until 11:59 PST on Sunday, June 22. Enjoy!

*Code does not apply to archive styles.

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See below for my interview with Morjas founder / CEO Henrik Berg, and below that find the exclusive code for 15% off.

What was the initial inspiration behind Morjas? Was there something lacking from the footwear market that you wanted to create?

I was a frustrated customer. That frustration grew over time and I felt the need to do something about it. Someone had to. I appreciated the craft and timeless design of traditional shoemakers, but felt that the overall experience —spanning from collection to brand, and service—was dated.

MORJAS was born from that itch and the vision became very clear from the start: To simplify things. Create a tight, curated collection inspired by bold simplicity which Goes much in line with the Scandinavian philosophy. Then wrap it in an inspiring brand experience.

Morjas founder Henrik Berg. Image c/o Morjas.

Someone who isn’t accustomed to premium footwear might see a $380 pair of loafers and think it’s a bit on the expensive side. But from your POV, what is the value proposition of a pair of Morjas shoes? I’d love to hear about the work that goes into crafting each pair.