Behind HOOK are Patricia and María Eugenia, two school friends who have been passionate about fashion for as long as they can remember. After years of brainstorming different ideas, they founded HOOK in February 2015 with two Blackberries, an Instagram account, and a website.

In these eleven years, the brand has evolved from a small, almost artisanal project to an independent brand with its own path in menswear. They have gone from sending the first orders from home to having their own team, a physical space in Madrid, and a loyal community that shares our way of understanding fashion.