Hokum, a carefully chosen word embodying the essence of the brand. Selected for its connotation of exaggeration, theatricality, and entertainment, it encapsulates the spirited and playful nature that defines our creations.
Hokum, a Melbourne-based fashion label, is dedicated to crafting illustrative garments infused with a playful spirit. Our ethos revolves around cherishing escapism, cultivating intrigue, and celebrating boundless imagination. Each piece we create is a testament to timelessness and agelessness, aspiring to consistently evoke joy.
In our Atelier nestled in Melbourne, our garments are meticulously crafted with love, serving as a homage to the art of fashion. From our intricately hand-drawn designs to the carefully chosen textiles and luxurious finishes, Hokum exemplifies a true commitment to the craftsmanship that defines the essence of style.
Designer, Penelope Gibbs
Penelope Gibbs, trained in Illustration, textiles, and fashion, brings her expertise to the forefront in crafting Hokum's distinctive looks. Her blend of illustrations, technical print knowledge, and fashion design defines the label's signature style. Drawing inspiration from art, nature, storytelling, and fashion history, Gibbs seamlessly combines traditional drawing with modern technologies to create her distinctive handwriting.
Every print within a collection is the product of countless hours of meticulous work, showcasing Gibbs' commitment to the craft and the unique character that sets Hokum apart.
Hokum is deeply committed to prioritizing sustainability in every aspect of our operations. Here's a concise overview of our sustainable approach:
MATERIALS: All Hokum pieces, meticulously designed in-house by founder Penelope, begin as hand-drawn artworks. We exclusively use carefully considered natural fibers, adhering to a strict no-plastic or synthetic policy. Polyester, a common synthetic material, sheds microfibers during washing, contributing significantly to ocean pollution and the food supply chain.
SILK: Our silk is sourced from domesticated silk worms, which have a short lifespan, ensuring ethical and sustainable practices.
PRINTING: Hokum utilizes digital printing, a process that minimizes water and dye consumption compared to traditional methods, thus reducing waste.
SEWING: All sewing is conducted in Melbourne, Australia, where we prioritize luxury finishes, investing more time and ensuring fair compensation for our skilled sewers.
PACKAGING: Whenever possible, we opt for 100% recycled paper/tissue in our packaging.
We advocate for responsible purchasing habits, urging everyone to "Buy Less and Choose Well."