The fifth collection from HI ON LIFE is a joyful ride on flowering fields through sweaty dancefloors and back again to the sandy beach.
Nature and urbanity merging in a sheer breeze embraced by blue skies.
From the beachtownstudio in Kokrobite outside Accra–Ghana, collections are created, sheltered by tropical surroundings with the ocean bouncing in rhythm to the soundsytem next doo5.
HI ON LIFE is a young Swedish born brand, designed by Malin Busck, now commuting between Malmö and Accra.
All styles are made on demand in close collaboration with local tailors and artisans in Ghana.
Materials are sourced locally at the streetmarkets or directly from artisans.
The music- and club scene is a great influencer as well as daily street life.
For the H.O.L 2.0.5 collection HI ON LIFE teamed up with Smutsiga Södern
for the print ”Grace Dolph” which the collection is built around, in addition to African prints and shiny satins.
Smutsiga Södern is a multitalented graphic designer, nomad and doer, inspired by the dirty industrial areas alongside Norra Grängesbergsgatan in Malmö and the glitter and glam in the queersauna at Själlandsgadebadet in Copenhagen.
Malin Busck, designer and owner of the brand is trained as a textile manager at the school of textiles in Borås– Sweden, but has always had the passion for creating.
“I’ve always enjoyed creating and finding new solutions of how to make things better. I love the challenge of doing things differently, especially when it’s said to be impossible. But fashion for me is a complicated interest, kind of a guilty pleasure. I love it and I hate it. I really get a thrill from the creative, playful part and I love to see things on the runway and in magazines etc. But I hate the negative effects that capitalization and mass-production have brought to it with over-consumption, environmental destruction and un-human working conditions as a result. That shit I don’t want to be part of!”
HI ON LIFE wants to be part of a more sustainable fashion future.
Ghana, as well as many other African countries, has a rich textile heritage and tailoring culture, but is now suffering from the invasion of cheap mass-produced low quality imports, forcing many tailors and artisans to give up their work.
The aim is to seize those artisan skills and embrace their huge potential.
That’s why all H.O.L styles are made by independent tailors, piece by piece upon request. In this way every garment gets exclusive and can be ordered with any customization and personal alterations.
The H.O.L style could be described as street couture with a fusion of scandinavian clean cuts and african bold prints and applications.
“I spent my childhood up and down between the city and countryside of Malmö, swapping between 90’s MTV music videos and Söndagsöppets couture shows and spent trillions of hours on the horseback. I guess you can trace elements of all this in the H.O.L 2.0.5 collection.”