Slow what? Slow fashion...

Slow what? Slow fashion...

Slow fashion is the opposite of fast fashion. Slow fashion takes into consideration all aspects of the supply chain and aims to respect people, environment and animals. It is also producing in a more conscious way, often in small batches to limit overproduction and dumping prices. Slow fashion provide value to both consumers and producers often with timeless  and neutral collections and high-quality clothes that will last longer. 

From the beginning we set a high sustainable and ethical standards for "Hoop".

We want to contribute to a more sustainable and ethical way of producing and consuming. 


The origin of our yarns

We use GOTS and OEKO-TEX100® certified yarns.

  •  GOTS stands for Global Organic Textile Standard, and since its introduction in 2006, it has set the highest worldwide standard for the processing of organic fibers. 
  • OEKO-TEX® is also a global textile standard, and it lets you know that every component of a garment or other textile product (whether organic or conventional—and including the threads, dyes, and embellishments) is completely free of 100 substances known to be toxic or harmful.

All our fabrics are from organic, natural or recycled sources. And we try to limit the use of animal sources such as wool and leather. Our wool is from responsible sources and we use Pinatex, a vegetable ananas leather alternative.

The manufacturing

Our garments are made in a small familial factory in Portugal. Aware of the important social aspect of slow fashion, we are concerned with social responsibility, seeking to ensure that our entire production chain follows the good practices of Fair Trade. They factory is also taking many efforts in reducing its impact on the environment by working with a closed water cycle, using renewable energy sources and an eco-responsible DYE proces.

Some of our garments are still handmade with love by myself.


The collection - maximizing the life cycle

Our designs are timeless and we use neutral colors as we aim to keep most of the items in our collection for a longer time. Our basics will be available for many years. The reason we do this, is because we want to avoid selling our collection at dumping prices at the end of the season and we also want to avoid that items are outdated after one season.

As our pieces are from a premium quality, they are made to pass on easily to siblings or the second hand market to extend the live cycle of our garments to a maximum. We embrace also gender neutral clothing to make it easier to pass on to siblings or friends.

Many of our items are made to wear trans seasonal, which means you can wear them during every season. Just put on or under an extra layer or combine with our winter essentials.  

And last but not least, we have a limited size range 1/2y, 3/4y, 5/6y and 7/8y. This means you can buy the clothes to grow in and wear them for a longer time. Our designs are made to wear them nicely over-sized and fitted. You will see that many of our tops have 3/4 sleeves to avoid that the sleeves are too long or too short if you want to wear them for a longer time. Also the design of our trousers are made to dress them nicely with trouser legs rolled-up , normal length or even 7/8 length.  Yups, problem solved! 




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