About HOOJET
Established in Paris in 2022, HOOJET is a luxury slow fashion label focusing on leather goods where traditional craftsmanship and contemporary experimental design meet.
From statement pieces to more discreetly innovative patterns, HOOJET is constantly rethinking and transforming the anatomy of a bag.
The creative director behind the brand is Arpanut Osothsongkroh, who, after seven years of experience designing leather goods for international houses such as Louis Vuitton and BOYY, opened her own label to share her unique vision of bag design: genderfluid, audacious, contemporary, and long lasting.
Chaos, muscular bodies, and the weird are some of the leading sources of inspiration for designs thought of as soft, wearable sculptures. Indeed, Arpanut hopes the bags can be collected, enjoyed through time, and passed down to the next generation.
The Design Process
The house follows a slow design and production process: each bag is developed over a period of a year, and is the result of six to seven prototypes. Offering time, attention and full focused energy on small-scale collections, HOOJET positions itself against mass and fast-pace production.
When designing, Arpanut Osothsongkroh starts with the body, taking inspiration from non-normative physiques and embodied movement – walking, dancing and ageing. Imagining how the bag could be carried, and how the figures could move with it, she sketches often impossible forms. Then comes the engineering stage, where the speculative designs are translated into wearable forms, working in collaboration with the leather’s attributes; its potential and limits.
Production Values
Sketched in Paris’ metro, streets, cafés or in the studio, HOOJET designs are brought to life in collaboration with tanneries and suppliers in France and Italy. The house’s values are simple and focused: high-quality leather, distinctive craftsmanship, and environmental and social sustainability.
Each piece of leather is chosen carefully according to high-quality grade of leather, and produced in the most environmentally friendly techniques in Italy. The tanneries have a full pre-biological and physical-chemical treatment station that reduces waste output from their industrial activities. Their sewage is sent to the communal biological treatment station in their locality, and they are constantly researching newer and cleaner production processes which adhere strictly to the European reach directives.
Arpanut Osothsongkroh
Bangkok-born, Paris-based Arpanut Osothsongkroh establishes HOOJET in 2022, after seven years designing leather goods for high-street and luxury houses in New York, London, Bangkok, Milan and Paris. Her approach to design is influenced by her training in Fine Art, and inspired by the Thai culture of mixing clashing things together. The irreverent forms she crafts start from impossible and speculative designs that she translates into wearable forms.
HOOJET takes its name from the merging of Arpanut’s parents’ names — it is dedicated to them.
Introducing ‘Jet’
‘Jet’ is the debut bag for HOOJET’s first collection. The signature rugby shape in small grained calfskin leather. It comes with a detachable shoulder strap and an adjustable HOOJET hook in antique gold hardware.
Jet
Introducing Helix
‘Helix’ is the debut bag for HOOJET’s first collection. The signature helix bag Is inspired by using a single strip of leather that wraps around to create its structure with zip closure in small grained calfskin leather. Helix comes with adjustable strap in 3 different lengths.
