HAY-HAY Turns 9: From a Concept Store to a Storytelling Platform

Nine years ago, HAY-HAY started as a simple idea: to create space for designers who work with meaning, culture, and care. What began as a small concept rooted in slow fashion has grown into something much bigger, and still very personal.

Over the years, HAY-HAY has supported emerging and independent designers from different parts of the world, helping them reach new audiences through retail, pop-ups, collaborations, and content. We curated collections without following seasons, focused on craftsmanship instead of trends, and worked closely with brands whose stories deserved to be heard. Along the way, HAY-HAY became more than a shop - it became a meeting point between fashion, culture, and people.

We’ve explored many formats: online retail, offline pop-ups, buying office services, creative production, and community events. Each step helped us understand one thing very clearly - fashion alone is not enough. What truly connects people to brands today is storytelling. The “why” behind a piece matters just as much as the piece itself.

Now, as HAY-HAY turns nine, we find ourselves at an important moment of change. Not a restart — but a deeper evolution.

HAY-HAY is becoming a digital storytelling space. A platform where fashion, culture, identity, and creativity meet through editorials, interviews, essays, and visual stories. A place to slow down, to look closer, and to give context to design. Retail remains part of our DNA, but storytelling is becoming the core.

And this journey doesn’t stop online.

One of our biggest next steps is the launch of HAY-HAY’s own print magazine. A tangible object in a digital world. Carefully curated, thoughtfully produced, and focused on long-form stories that deserve time and space. The magazine will reflect everything HAY-HAY stands for: authenticity, cultural depth, emerging voices, and a strong visual language.

Turning nine feels less like looking back and more like opening a new chapter. We are clearer than ever about who we are, what we value, and where we are going. HAY-HAY is growing - not louder, but deeper.

Thank you for being part of this journey. The most exciting stories are still ahead.