The collection’s clean aesthetic is indicative of Berlin, where Hovelle moved to from London — think young, creative, successful academics working on their Macbooks in a third-wave coffee shop in Prenzlauer Berg or Kreuzberg. Oftt is for people who want to invest their precious time and energy in visionary ideas instead of in the hassle of generating new outfits every day, all while still looking the part. Considering oneself a fashion-conscious young adult need no longer conflict with the desire to live the life of a global citizen yearning to tackle social and ecological issues. As a modern, urban label, oftt unites seemingly opposing identities.
Oftt‘s brand identity is in its name. Hovelle designed each item with the ultimate goal of creating timeless, made-to-last essentials of outstanding quality that do not rely on trends, but instead respond to what people need and what they wear — in short, owning fewer clothes that are worn more often. But that is not all. The word oftt/often also links back to the brand’s original and innovative concept: “Each collection consists of ten key sustainable wardrobe staples, aiming to save you time each day so you’re free to focus on what’s important to you,” Hovelle explains.