Henrik Berg, who grew up between Spain and Sweden, spent about two years developing MORJAS before launching it in Stockholm in 2017, frustrated that good-quality shoes seemed to always come at an inflated price driven more by the retail business model than the actual cost of making them. He built the brand as direct-to-consumer only, selling exclusively through its own website to cut out the usual markup, with a range of loafers, lace-ups, boots and sneakers built around classic, enduring shapes. Forbes named Berg to its 2020 "30 Under 30" list for Europe's retail and e-commerce sector.