ONE SMALL SEED MAGAZINE Issue #28 Digital 03 - Page 21

HOH was founded in London in 2010 by husband and wife team Javvy M. Royle and Frieda Gormley originally as an interiors brand. The duo are on a quest to ‘make something modern’ and ‘take the beige out of interiors’ through clashing and juxtaposition – this noble aim extends to their first ever footwear collaboration. They branched into fashion nearly two years ago and have been subverting conventional sportswear such as sweats and tees through the considered application of playful and disorientating prints and imagery. Their eponymous Hackney Empire print, which features a host of wildlife is applied across the iconic shape to create footwear that feels both familiar yet new. The collection was made available in select PUMA stores from October 2014. PUMA visited their flagship store in Shoreditch to talk about this exciting collaboration.