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.