I want HOBOKO to be loved because it’s fun, it’s colourful, and it’s relaxed.
But I do love a bit of style and glamour. Who doesn’t?
HOBOKO was initially conceived due to my teenagers’ ever-changing, ever-demanding fashion requests. I quickly learnt that there were two constants: clothes must be casual and relaxed… but they must look good at the same time. I hope HOBOKO clothes tick both those boxes.
Then I discovered where to start sourcing the type of clothes we were looking for: Kenya. Africa gets under your skin. It’s an over-used cliché …. but it’s true. Anyone who has travelled in East Africa will be familiar with the kikoy and its boundless uses and colourful appeal. For me, it’s important to work with something that puts a smile on my face – and these wonderful colours remind me of countless happy trips to the Indian Ocean. When I wear them I’m instantly transported from my Yorkshire office to the sunshine. HOBOKO isn’t just for summer months – they brighten up the darkest of winter days with a soft cashmere jumper and petticoat when needed.
We started with our classic kikoy clothes: the board shorts and the unisex HOBOKOS (trousers/baggies) wash soft easily – softer and softer with each wash – and are incredibly versatile. The fabulous colours, elasticated waist and loose fit makes them a hit with all ages, particularly with teenagers in their quest for all things casual, worn rolled up or rolled down with a trainer, a flip-flop or barefoot – they are perfect for out, home, on the sofa, on the yoga mat, on the beach… in bed. And for me, they are considerably more acceptable than the shiny tracksuit! For adults – I wear mine all the time – out and about, at home… and sometimes in bed on a chilly night. I think they are the ideal solution after a bath in the evening, when you’ve had a long day, it’s just that little bit early for pjs and you still want to look good enough for supper. And as such, my husband wears them on a daily basis.
We are ultimately driven by the quest for relaxed cotton clothes that are fun and practical, stylish and affordable – and we love colour. So in order to expand our range, HOBOKO has sourced the softest, most delicate cotton that feels like silk in delicious colours and patterns. I want beautiful uncomplicated clothes that can be worn with effortless simplicity. We have designed feminine, flattering skirts and dresses that transcend the generations and look absolutely stunning. And for the boys – the classic ‘beach to bar’ shirts that look fabulous. Tired of all the unbreathable fabrics our children bring home, the clothes must be cotton. These cottons are sustainable and the clothes are ethically produced.
Have a little look at the accessories too – the classic kikoy is a travelling essential – either towel-backed or in its original form. They can be used as a sarong, a scarf, a shade, a blanket, a beach towel etc etc. Tiny and light to put in the rucksack, but mighty in its usage. Brighten up your bedroom with a vibrant dressing gown, or big cushion cover. And headbands and belts finish off virtually all our outfits.
Follow us on instagram @hoboko_clothes to keep up to date of constant changes, new ideas and new designs for both young and old. And do come and visit us at various events around the country.
I hope you enjoy the website. Let me know what you think. All feedback would be much appreciated … let us know what you like, and what you would like to see more of at firstname.lastname@example.org