Hoooyi is an emerging platform, launched in 2022, that caters to fashion-conscious sports enthusiasts. Inspired by the founder's passion for skateboarding and design, the brand aims to bring a fresh perspective to the market with functional designs and uncompromising quality.

The inspiration behind Hoooyi stemmed from the founder's background in marketing and a keen eye for design. After working in the fashion industry, the founder found that many global brands had strong sales strategies but often fell short on product design and quality, especially in the menswear field. This gap in the market prompted the founder to launch Hoooyi in late 2022, starting from a small office and growing rapidly.

Unlike many brands that focus primarily on marketing and sales metrics, Hoooyi's distinctiveness lies in its commitment to product quality and customer comfort. The brand places a significant emphasis on using advanced materials and innovative manufacturing techniques, even if these approaches are often seen as "wasteful" in traditional business models. For example, Hoooyi uses specialized fabric treatments that enhance breathability and softness, making their garments not only visually appealing but also comfortable to wear. 

The materials used by Hoooyi surpass the industry standards, particularly with cotton products. While many brands label their items as 100% cotton, the reality is that truly pure cotton lacks elasticity. Hoooyi is mindful of this, striving to limit the use of polyester wherever possible to ensure a more genuine and comfortable experience for the wearer.

Hoooyi primarily serves a male demographic, with over 90% of its customers being men, and the majority aged between 25 to 34 years old. The U.S. accounts for more than 70% of the brand's sales, followed by European countries. The company’s strategy focuses on understanding the needs and preferences of this niche audience rather than merely chasing sales targets. By prioritizing a genuine connection with its customers, Hoooyi fosters loyalty and high repeat purchase rates.

The brand’s appeal is bolstered by the founder’s personal experience as a skateboarding enthusiast, which informs the design and aesthetic choices, ensuring the clothing resonates with like-minded individuals.

To better meet customers’ needs, Hoooyi also offers a “Hoooyi Plus” service, which provides members with a free return policy, especially in the US, Germany, and the UK. For customers in other regions, Hoooyi offers a 50% discount on cash returns to maintain quality standards. While the brand rarely offers discount coupons, Hoooyi Plus members can access various exclusive deals. The founder emphasizes that this approach is well thought out, aiming to keep prices reasonable while ensuring high customer satisfaction.

Looking ahead, Hoooyi aims to expand its reach into more countries, strengthening its presence in the global market. The brand also plans to integrate more brand identity into its products, collaborating with sports clubs and events to deepen its connection with the athletic community. This year, Hoooyi hosted several events in partnership with skateboarding clubs, which provided valuable insights and ideas that will influence future product lines and brand activities.

The goal is for Hoooyi to become the go-to brand for male sports enthusiasts, known not just for its clothing but also for its active involvement in the sports culture.

For those looking to create their own online platforms, the founder of Hoooyi emphasizes the importance of doing what you love and what you’re good at. The landscape for new brands is increasingly competitive, and many companies are struggling. However, pursuing your passions and leveraging your strengths can make the journey more rewarding and sustainable.

Hoooyi continues to carve out its niche in the fashion industry, driven by a passion for design and a commitment to quality, setting it apart from the many players in the crowded marketplace.

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