The constant churn of releases from clothing brands can become tiring. Season after season, new drop after new drop. It seems you’re not even considered a genuine label anymore until you’ve released 15+ items, four times a season, for the last ten years.
But Haakee Studio are one of the few brands taking a different approach. Making less. And making it better.
Their thinking feels refreshingly old-school, in the Massimo Osti sense: not just in aesthetics, but also in attitude. Constant tinkering, testing and pulling things apart. The studio’s walls are covered in sketches and half-argued-over samples, not deadlines and release schedules.
The centrepiece of their first offering is a reimagined hybrid sweater – a silhouette sitting somewhere between a rugby shirt and a work jacket. An M65-style collar, packable storm hood, outerwear-grade zips, two-tone utility pockets, and a 430g water-repellent organic cotton. It’s got everything you need, and nothing you don’t. Which is why they’ve also boldly decided to only produce it in black.
Perhaps more of a statement even than the singular colour choice, is how long one sweater takes to produce – 179 minutes. Almost comically slow by industry standards, but totally aligned with Haakee Studio’s priorities. Portugal handles production, with meticulously chosen factories that care about skill, craft, and people.
Genuinely backing their ‘less is more’ approach, Haakee also only produce in tiny runs – 200 pieces per style – and places product only in stores that they believe in.
Haakee might be young, but there’s a clear logic to what they’re doing. Taking clothing back to its most basic form, and ignoring what everyone else is doing – because more often than not, there’s a better way.
In a world where we seem addicted to output, Haakee’s restraint feels pretty mental, and that’s why we’re into them. Make fewer things, make them properly, and let people make their own minds up.
Find out more about Haakee Studio here.
