The new power in fashion — and how HOOK hands it to you

“The power now belongs to us, the consumers — who decide what we want to wear, when we buy it, and how much we pay.”

— A question posed by Suzy Menkes and echoed by many cultural observers like Agins captures a simple truth: fashion is no longer only a top-down signal of class. Today, people assemble identity from many sources — a treasured handcrafted piece, a mass-market tee, a vintage find. That shift is exactly what HOOK was built for.

Why this matters??

Pierre Bourdieu taught us that taste is a kind of cultural capital — it sorts people and often keeps status locked in place. Agins’ observation pulls the rug out from under that rigidity: access, taste and status now travel with the buyer. Designer houses have adapted by keeping their aura while offering moments of accessibility. HOOK takes that lesson further: we don’t just make luxury reachable — we make it personal, meaningful, and fair.

What HOOK does differently

At HOOK we turn “aspirational” into something you can actually wear every day — without sacrificing craftsmanship or story.

Handmade luxury, democratized:  Our crochet and knitted pieces are handcrafted with the same attention to detail found in high fashion, but priced and produced so more people can own them.

Luxury personalization at wider price points: You choose the color, fit, and small bespoke details — we make it. Personalization is no longer an exclusive add-on; it’s part of the product.

Mix-and-match thinking: We design standout pieces meant to be worn with your everyday basics — a sculptural crochet jacket over denim, or a statement sweater paired with a simple slip dress — so you build a look that’s aspirational and authentic.

Craft with conscience: Working with local artisans and community partners ensures quality, sustained craft, and fair livelihoods — so your purchase creates cultural value that’s shared, not hoarded.

Why customers win

Because power has shifted to you. HOOK gives you tools to express taste on your terms:

Control: You decide what’s special in your wardrobe — not what a label tries to insist on.

Value: You buy fewer, better pieces that feel unique and last longer.

Confidence: Wearing a handcrafted, personalized piece signals style without signaling exclusion.

Connection: Each item carries a maker’s story — a social and emotional return on style.