ONE SMALL SEED MAGAZINE Issue #28 Digital 03 | Page 25

Where does the inspiration of HOH come from?
We are largely influenced by different things, mainly
the natural world I would say, which you can see with
our leopard prints, leaves, animals, birds, bees and
flowers. Consciously or subconsciously we gravitate
towards the natural world and living in Hackney and
being surrounded by a lot creative people and great
street styles we are constantly being influenced. So
I think it comes into it as well, Hackney has its own
character and plays a role in our designs and our
collections.
Who are the HOH buyers?
We aspire to create a brand that was 95% made
in England, which is very important to us. Also, we
wanted to create a brand where the products
that we design were well-made and could last. The
other thing we wanted to do was “yes it costs more
money to make something in England than make
it in China” but we still wanted our friends our age
group to be able to afford our pieces. So we were
trying to, from that stage, attract both a younger
customer and also an ageless friend. Young and old
can really appreciate the beauty of it and there is
something in it for any age group. We are definitely
seeing this with customers from 20 years old to 90
years old, which is really nice.
Can you now explain to us, how the collab with
PUMA started? Who approached who?
Myself and Javvy growing up - before we met - we
both in our teens, wore PUMA trainers and it reminds
us of the kind of Brit Pop years and our first trainers
were definitely PUMA. So it was really nice when we
got the call from PUMA to ask if we would like to
collaborate with the brand. We were really excited
by the opportunity to do so as big fans of what PUMA
does. Instinctively we thought it could make a great
collaboration using our prints and using the classic
PUMA shapes.