Lifestyle

TIMES ARE CHANGING FOR HOOCH

By Sophie Wilmot ⋅ April 15, 2008 ⋅  Print this post ⋅ Post a comment

With a long-awaited summer on the horizon, Hooch finally brings us their long-awaited brand new 2008 spring/summer collection. But it all comes with a twist…

Hooch has recently created a fresh new identity for itself by completely revamping its style, its design team and even its trademark logo. The brand has teamed up with design agency, Studio 44 in order to set a more defined style. A style “offering a new individuality that this generation is so hungry for”, says Nick Fry, leading designer of Studio 44. With up-coming model and style-icon, Daisy Lowe, as the company’s ambassador it’s sure to be a flourishing success.

The motivation behind this transformation has come from a desire to re-establish themselves as one of the top brands in the industry. From now on we can expect to see easy-to-wear fashionable, trendy designs with an intricate attention to detail. The dynamic brand promises bold patterns and a sophisticated array of fabrics in accordance with this season’s vogue. From rainbow brights and petrol metallics to soft neutrals. From 70’s inspired stripes and swirls to romantic, floral all-over prints. From maxi dresses and all-new tee-shaped dresses to mini-culottes and wide-leg pants. This season designs are set to be on the cutting edge of fashion.

Having witnessed standout success already this season with flash collections selling out in just one week, Hooch will be producing more products than ever before. The main seasons range will consist of around 100 items whilst 4 flash collections, each of which include 15 – 20 pieces, will be launched every year. So it seems that Hooch is back in the competition, ready to send us racing to the shops, filling our shopping baskets and enticing us to break our bank balance. Well that’s what overdrafts are for, right?!