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Get to Know: Hokum

Hi Penelope!

Tell us about your brand and your business model.

Hokum is a luxury label full of colour and whimsy with a strong narrative to each collection.

We have an omni channel approach, selling online, in store, and to wholesale accounts. It sounds like a traditional approach, but in many ways we are not.

My work desk is set up at the back of the shop allowing customers to see the work that goes on behind the scenes, something bigger brands are unable to do. The authenticity of my label (including at times a messy work space) is intriguing and refreshing to my customers.


What drove you to start your own label? And what have you enjoyed the most so far?

I have always been creative and found working for other companies creatively limiting. Hokum has been my outlet and everything from the illustrated fabrics to the garments and marketing has been done by myself.

There are many facets of the business I enjoy as well as many highlights thus far. I get really excited designing each collection and most of all I love meeting my customers.


What are one or two big goals you’re focusing on in the next 6 months?

My first goal is continued focus on our boutique that we opened late last year. Through the shop I have really seen the value of offering a unique experience to customers and am in the process of implementing that across our web/shop and wholesale accounts.

👗 You can learn more about Hokum here.

🌎 You can shop the Hokum collection here.

📸 You can connect with Penelope on Instagram here.

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