JO—MAS is a linen loungewear brand defined by understated luxury and Scandinavian ease. Founded by Malin Holmström and shaped in collaboration with her sister-in-law Johanna Holmström, the brand reflects their shared values—ease, quality, and intentional living.The idea for JO—MAS began with a feeling. After being pregnant with her son and daughter over the course of three years, Malin found herself in a body that was constantly shifting—and a wardrobe that no longer worked. She longed for clothing that felt comfortable, beautiful, and forgiving—pieces that could move with her, not against her. At the same time, she couldn’t find a linen brand in Sweden that offered the quality she was looking for, with all production kept within Europe. So, she set out to create it herself.With a focus on craftsmanship, comfort, and longevity, JO—MAS pieces are designed in premium linen and tailored for modern, intuitive living. The silhouettes are quiet yet confident—meant to move effortlessly between moments of rest, ritual, and the in-between.All production is kept close and responsible, with every piece thoughtfully made in Europe. This ensures not only quality and skilled craftsmanship, but also a transparent and conscious approach to creation.Named as a subtle union of Johanna and Malin, JO—MAS reflects a bond between women and a belief in slow, beautiful living—where luxury is found in the feel, the fit, and the care behind every detail.