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We are aware of our individuality and strive to express it – for example, through appearance. We create images and try to remain unique in a world where large manufacturers replicate their collections in billions of copies. Isn’t it better to be creative and order your personal version of a particular model? The Hooli service has made this opportunity available to everyone.
What do we mean by the word “fashion” today? In addition to comfort, style, beauty, this concept also implies awareness, reasonable consumption and environmental friendliness.
Over the past few years, journalists and influencers have been ringing all the bells, telling the audience about the problem of huge waste in the production of clothing. And the world finally thought about how many megatons of things are sewn by multimillion-dollar corporations and what harm it does to the environment. Therefore, the demand for eco-materials has sharply increased, second-hand and resale services are again popular. After the high-profile speech of eco-activist Greta Thunberg at the UN, we have become more active in recycling things, and young people have focused their attention on brands that use recycled materials in their production.
Why do people need so many clothes? What is the goal we are pursuing by buying trendy seasonal items that, most likely, we won’t wear in six months? Buying behavior says a lot not only about a person’s preferences, but also about his character.
“Clothes tell something unique about their wearer”
Nadezhda Dvoskina, psychologist, member of the Association for Cognitive Behavioral Psychotherapy
“A person manifests himself in everything: in what or whom he chooses, what he does, what he is interested in. And, of course, clothing – its style, colors, textures – play a significant role in this. This choice can be both conscious and unconscious.
Not only the clothes themselves, but even their condition can tell a lot about their owner. So, a person who loves to attract the attention of others or even shock them will often choose bright colors, large drawings and inscriptions. Such people prefer fancy models – for example, with a high collar, asymmetrical edge, large fittings.
Those who are more interested in their own inner world are more likely to rely on more comfortable, traditional and at the same time not so bright items of clothing, as if “hiding” from external views. Ying may like hoods, deep pockets, voluminous scarves.
Quite often, the clothes chosen by a person do not match the image that he would like to broadcast to others.
The tailor-made niche has a great future, precisely because it provides a valuable opportunity for freedom and creativity.
It happens that someone wants to position themselves as serious, restrained, worthy of trust from others, but due to the specific choice of clothing, they may seem completely different to others – for example, frivolous.
This is still a story about self-expression, just in this case, the view of others on a person does not coincide with his own vision of himself. For example, for a person, a T-shirt with a cartoon character chosen by him is about the fact that he appreciates humor and freedom in the modern world. And his environment may be more conservative and read it as a sign of infantilism.
In each case, the clothes tell something unique about their owner. And, since there is a very high demand for self-disclosure, the manifestation of oneself in the world, I believe that people can begin to pay much more attention to the possibility of individual design of wardrobe items.
It is clear that mass-market and branded offerings will not leave the market, but the custom tailoring niche, in my opinion, has a great future – precisely because it provides us with a valuable opportunity for freedom and creativity.
Things are for man, not man for things
Fast fashion (“fast fashion”, the pursuit of the latest trends) dictates the rules, imposes its own trends, puts pressure on a person and, as a result, forces him to buy what he doesn’t really need. Such a thing will last a maximum of one season, and then go to the far shelf of the wardrobe.
Is there an alternative to disorderly consumption? Yes, and it was invented by young Russian designers. They have developed a unique service for individual tailoring of clothes for every day – Hooli (translated from Estonian – “Care”).
The Hooli service was launched in November 2019 and gained the trust of more than 3000 customers in a matter of months. The founders of the company did not stop there and last October initiated a grand update.
Hooli is the world’s first casual wear designer that allows you to assemble the perfect look according to your individual preferences and parameters. The principle is simple: go to the site, decide on the model, color, hood variations, cuff processing, choose embroidery or print, indicate the height – and after 7-15 days you will receive your hoodie, suit, dress, shirt or shorts.
The choice of clothes is limited only by the imagination of the customer. The company has developed a “smart” IT system that allows you to sew completely different things in one space, from a bag to a suit, but they are not cut in layers, but individually in each case. This means that, unlike other companies, at Hooli each product is created by order of each customer – daily, manually, personally for the client.
It would seem that the idea was in the air, but none of the similar services has previously gained a foothold in the market due to the fact that it is difficult to compete with mass production. Today, values have changed, opinion leaders have appeared who support the eco-concept – this is how we managed to shift the attention of buyers from the mass market to something special, intellectual. Now people are ready to wait, but to get one really suitable and necessary thing for them.
Usually women and men of 25-30 years old buy clothes by special order. They have their own opinion and vision of their own style, they do not chase brands, they prefer comfort and functionality, they value an individual approach and adhere to the concept of reasonable consumption.
We are all capable of listening to ourselves and choosing the clothes that will make us smile in the morning with a satisfied, sincere smile.
“Our service is what people deserve. We are all different, everyone has their own desires, emotions, ideas. And if someone definitely wants an emerald hoodie with cat ears, we will do it, say the founders of the project. “In addition, we believe that our things should not cost much more than finished products. Agree that it is somehow not organic – to invent clothes, and then in every possible way artificially fall in love with buyers in it.
Hooli seeks to change the existing consumption system: not to impose on the client what he needs to buy, but to make sure that everyone decides for himself what exactly he wants. The customer will never leave with the phrase: “I did not find anything suitable for me”, in Hooli all things are suitable – after all, you invent each of them yourself.
The Hooli service strives to live in a world where each of us will not have compromise decisions and purchases in the spirit of “well, you need to buy some kind of jacket, otherwise it’s cold, and it doesn’t matter that it’s not my favorite color and not those pockets that you would like … “
In addition, nature is really a pity. So why sew “at random” millions of pieces of products that may end up being unsuccessful when people can choose and order what they really like?
Now the team is working on packaging that will benefit both the planet and the customer. We are talking about a specially tailored large shopper (reusable shopping bag), where the finished order is placed. With it, you can go shopping, go to the beach and go out of town – the shopper will not go to the trash can, like cardboard and polyethylene.
Each of us is a person in the full sense of the word. And, despite the pressure of other people’s opinions and the influence of public figures, we are able to listen to ourselves and choose the clothes that will cause us a satisfied, sincere smile in the morning.
The service can be found at and on the project page in .