HÖÖK Is An Indian Brand Redefining Homegrown Crochet Craftsmanship

Like millions of others across the globe, I took up crocheting during the pandemic. With nothing else to do and nowhere to go, I bought a hook and far more yarn than I should have, hoping to craft a closet full of custom goods. My Pinterest was full of elaborate designs, asymmetrical dresses and patterned outfits galore. Unfortunately, I only got as far as a few basic scarves and a misshapen sweater before I realised I had bitten off far more than I could chew. I’d always considered myself crafty, and yet, had completely overlooked the artistry of well-made crochet designs. Anyone can pick up the hook and repeat a simple pattern, but it takes a true artisan to do it well. 

This is why I was blown away when I came across HÖÖK. The homegrown company sells intricate hand-crafted garments where each thread is woven with intention. Take, for instance, their latest collaboration drop with designer Dolla Baruah: their Scupt Maxi Dresses create an ethereal shimmer effect by using varying handknit techniques to shift in opacity over different areas of the dress. This multi-dimensional look is only possible to create with an incredibly skilled hand. 

Every piece in HÖÖK’s catalogue displays a similarly impressive level of artisanship. The brand goes above and beyond in form and design, unafraid to experiment with asymmetrical silhouettes, vibrant colours, and varying textures. This bold approach is redefining the boundaries of crochet, showing us that hand-knit pieces are not limited to just granny sweaters and mittens.

HÖÖK takes pride in its slow fashion approach, defying the depressing norms of today’s clothing industry. As trend cycles rapidly change in the digital age, most major labels sacrifice their integrity and responsibility to the planet to churn out new designs at an environmentally lethal pace. HÖÖK, however, makes pieces to order, using sustainably sourced materials to reduce your carbon footprint. Additionally, the brand uplifts the female crochet artisans who make their artistic visions come to fruition, empowering their artists rather than exploiting them as has become the industry standard.

Find out more about HÖÖK here. 

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