We believe in the power of being subtly striking: This belief is not only applied to our aesthetics and collection, but it is at the core of everything we do. We work hard to make a positive impact for our consumers and the planet, to contribute to a better tomorrow in fashion, eager to overperform instead of overpromising – thus striking, but in a subtle and humble way, always looking for ways to find a creative balance between aesthetics and ethics.

We are a small team with limited capacities, yet we take great efforts to ensure our collections create the best balance between design and sustainability. And when talking about sustainability, we do not focus on the garment itself, but on the entire value chain – starting from the crop and ending with our societal responsibility.

Our philosophy is based on the following pillars:

 

Our philosophy is based on the following pillars:

People, Longevity, Quality, Transparency and Respect. We are a small team with limited capacities, yet we take great efforts to ensure our collections create the best balance between design and sustainability. And when talking about sustainability, we do not focus on the garment itself, but on the entire value chain – starting from the crop and ending with our societal responsibility.

These are the rules we play by

  1. Do as little harm to nature as possible
  2. Treat workers the way you would like to be treated
  3. Fight for an equal rainbow society
  4. Walk the extra mile to heal the world

Let us take you on our journey

and share the beliefs that dictate all our doing:

Do no harm

Fashion can be a dirty industry. It is one of the most harmful industries worldwide when it comes to negative environmental impact. This is why we constantly work on our fabrics, sourcing and transportation strategy. Most of fashion’s negative impact happens in the sourcing and processing of fabrics, which is why we take a very close look here. Not all of our fabrics and ingredients are to be considered a 100 % sustainable alternative to conventional materials, but we are growing the portion of “better” fabrics steadily.

We have eliminated silk, leather, conventional cotton as well as virgin wool products, given the fact that they are rated to have the highest in impact on global warming, water and chemistry consumption as well as eutrophication.

Innovation in fabric manufacturing is fortunately taking up great dynamics and new opportunities come up constantly, we commit ourselves to constantly stay updated and informed.

 

 

Share, no matter how little you have

Since May 2020, we have started a long-term charity relationship with TIAFI, a project by the Avicenna foundation. The tiafi centre in Izmir is giving shelter and support to refugee families from Syria, with a strong focus on women and children.

Amongst other activities TIAFI provides free meals, education, rehabilitation and psychological support for traumatized children. They also offer vocational workshops for Syrian refugee women to learn sewing, jewelry making and leather crafts. Read all the details on their website: https://tiafi.org/

And the best thing is that we integrate you as a customer / brand ambassadors into our goodness. Here’s how….

1€ for every new Newsletter Subscriber

5€ for every image in a MH look with tag @mykkehofmann and hashtags #mykkehofmann #dogoodgetgood

20€ for every purchase in our Onlineshop

 

We will keep you informed about the contributions and outcomes via Instagram, stay tuned!

 

Wool & Knits

For Wool / Knitwear, we work with either Merino Wool certified by the woolmark label or with recycled wool (100%)

In the next step, we will move on to KBT wool (controlled biologically animal husbandry) certified by GOTS. From our SS21 collection on, we will fully refrain from using any Cashmere products. Currently we still have single products with Cashmere blends. The global demand for it has led to goats overgrazing in Mongolia. It's basically turning grasslands into deserts. There are solutions that are better than conventional Cashmere but they are very pricey and we would like to leave that to the Cashmere expert brands!

Regional Value Chain

All our sourcing and production happens within Europe. Our fabrics mostly derive from Italy, Portugal and Turkey. Some from Germany. Apart from sourcing locally, we are also reducing the amount of partners we work with in order to minimize transportations. At the moment, we work with around 10 suppliers or all components of production - fabrics, trimmings and other parts like labelings, hangtags, packaging.