Women Who Launch: Caroline Smiley and Butts Dancer of MOLOH
By
Ina Yulo Stuve
on
2nd January 2026
In this edition of Women Who Launch, Ina Yulo Stuve speaks to the founders of British luxury fashion company, MOLOH.
“There’s nothing quite like the craftsmanship and quality of Made in England,” say Caroline Smiley and Butts Dancer, the founders, co-directors, and designers of British luxury fashion company MOLOH. The brand embodies a slow fashion approach with all items produced in small batches—an average of just 30 garments per design—essentially turning each item into a limited edition piece.
Known for using heritage textiles like tweed and wool, MOLOH’s pieces exude an unmistakably British spirit that brings a more playful—read: colourful—take on traditional countryside chic. The duo tells The Sybarite: “We’ve always believed in supporting traditional British manufacturing—the attention to detail, the heritage skills, the sense of pride—it’s something we both value deeply and it gives our customers a real connection to the product.”
Staunch believers that their designs should transcend seasons and trends, their A/W 25 collection highlights the brand’s signature sharp tailoring and flattering cuts with our favourite pieces being the bouclé tweed Trend Jacket, the 100% cotton Josephine shirt, and the double breasted wool Hussar Coat. “Our clothes aren’t cheap, so we always say you need to get the cost per wear out of them!” they say, when we ask about their ‘Don’t save it for best’ philosophy. “That goes right back to our childhoods, growing up with that idea that you had your ‘good clothes’ and your ‘everyday clothes”. We want to break that rule completely. Wear the tweed jacket to the pub, the embroidered coat to walk the dog. If you love it, wear it. That’s the whole point.”
Why was it so important for you to be a British-made company?
Both: Because there’s nothing quite like the craftsmanship and quality of Made in England.
If we asked your ten-year-old selves what they’d imagine you’d be doing right now, what would they have said?
Caroline: Definitely something to do with horses. I was completely obsessed. I’d have said I’d be riding in three-day eventing and living somewhere with stables. Fashion would’ve been the last thing on my mind!
Butts: Same! At ten, I was more likely to be found outside than anywhere near a sewing machine. We certainly didn’t picture ourselves running a fashion brand together, but in hindsight, it all makes perfect sense.
When deciding to go into business together, what made you decide to jump into the fashion industry?
Both: Honestly, it was a total accident! We didn’t set out to “launch a fashion brand.” It grew organically from our shared love of clothes and wanting to make the kind of pieces we couldn’t find anywhere else. It started small, almost by chance, and just evolved naturally from there.
How do you split roles and responsibilities?
Both: It’s very instinctive. We naturally play to each other’s strengths and weaknesses, which, luckily, ends up being almost perfectly 50/50. We’ve worked together for so long that it’s a bit like a dance, we know who takes the lead and when.
Is there anything you do to spark creative inspiration?
Both: Go shopping! That’s honestly where it starts—seeing what’s out there, what’s missing, what excites us—we love trawling through magazines, discovering new designers, and travelling, especially around Europe, to soak up colour, texture and culture. Inspiration can come from anywhere.
How have you adapted your collections to the evolving needs of your customers?
Both: We’re very data-driven in our own way. We always look back at the previous seasons to see what sold out fastest and resonated most—that’s the real proof in the pudding. From there, we tweak and evolve, keeping the essence of what works but adding freshness each season. Our customers are incredibly loyal and vocal, so we really do listen to them.
What’s one task you always do yourselves and one you prefer to outsource?
Caroline: I always choose the models and oversee the shoots. That’s something I’ll never hand over. And yes, I happily outsource anything involving a computer!
Butts: I write all the descriptive copy for the website and handle the sample orders with the factories. It’s all about getting the details right. And as for outsourcing, let’s just say I will never hoover stairs!
Do you have any advice for someone looking to get into entrepreneurship?
Both: Never give up, and keep asking questions. There will always be obstacles, but persistence is everything. Don’t be afraid to ask for help or to admit when you don’t know something. That’s how you learn.
What’s next for MOLOH?
You’ll have to wait and see, but let’s just say it’s very exciting. We’ve got something special in the works that takes everything we love about MOLOH and moves it forward in a really fresh way. Watch this space!
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