Translating facts to imagery is no easy feat, and HOI are set not only on making every item of clothing unique and meaningful, but the story
Expressing individuality is the fundamental idea behind HOI, moving away from your standard textbook (in all aspects of the manner…) ideals whilst remaining approachable and dynamic. With the idea for the brand coming to light in 2012, it wasn’t until Nov 2014 that the duo released their first mini collection, showing how dedicated HOI are to creating something out of the ordinary, that merits praise for its originality and thought.
Catering to both men & women, the “Laboratory” collection see’s Science brought to life in a fashion forward and ready to wear way, with men’s tees that mix the understated with the bold and women’s dresses, skirts & tops that range from all over prints to biological statements, these are pieces that can be worn alone and teamed with other pieces for an effortlessly stand out look. The HOI range see’s a more understated approach, with the brands philosophical logo taking forefront to create what a seemingly “core” range of clothing. LondonEdge are extremely excited to welcome these British fashion academics at the February edition of the show, and we are sure they’ll be creating some discussions around buyers, bloggers and press.