O O H. is a super conscious social brand featuring resort wear collections with a twist, rich with ethnic heritage, a story and a cause.
As a Slow Fashion brand OOH. creates ethical collections that are handcrafted in clean production process by talented artisans and local craftsmen in fair trade creating sustainable economic opportunities for local communities and carry not only the signature of the country they were made in, but also – the heart and love of the local artisan, who helped crafting it.
The collections are supposed to transport you to their origin not just through a physical possession, but also on a behavioural level.
FIVE PERCENT OF ALL PROFITS ARE DONATED TO ORPHANAGES IN FOOD CLOTHES AND SCHOOL SUPPLIES.
How it all started
Founder & Creative Director Irina was raised in Bulgaria where growing up her my mom's tailor studio helped her cultivate a strong sense of aesthetics and a love relationship with fashion.
She moved abroad and studied in Barcelona, and at twenty started her career in the headquarters of some of world's leading brands in the industry such as Burberry and Nike, while simultaneously working freelance as a fashion stylist and producer to then move into haute couture. Life in the dynamic corporate environment made her search for an alternative reality and took her travelling to the most distant corners of the world discovering remote tribes where people still lived true to their ancestors’ ways and preserved their ancient traditions, beliefs and aestethics.
The vibrance, purity and wilderness of these communities got her enchanted and her passion for exploring them grew stronger throughout the years.
By fully immersing in their world her love for them expanded immeasurably and her desire to find a way to create sustainable economic opportunities for them got bigger.
“My experience in fashion and design, matched with adventurous spirit and activist heart shaped the pillars of the company as a social brand creating ethical collections aiming to promote awareness, improve the lives of communities in third world countries and indigenous tribes and bring you not only stories of their lifestyle, but also preserve their timeless designs and crafts by spreading it to the rest of the world.
For me working on the collection together with the local artisans is an intimate process. I aim to create vivid collections rich with ethnic heritage, a story and a cause.”
By purchasing these designs, you are not only investing directly in the future of local communities, but creating a life changing impact and helping preserve the cultural heritage.”
“For me working on the collection together with the local artisans is an intimate process. I aim to create vivid collections rich with ethnic heritage, a story and a cause. ”
— IRINA, FOUNDER & CEO