MANIFESTO

We make happy products: At A HUG we believe that garments act as containers of stories and emotions, absorbing the experiences of the hands they pass through. That’s why we make sure to create a relaxed, cheerful and friendly work environment so that our staff transmits the same onto the garments. 

We make our clothes ourselves: to ensure that our garments are made in the most sustainable way possible, we make all our garments in our studio. If we need to use third parties for certain garments we work only with local artisans, experts in their field, which we have come across along the way and in whom we have full confidence. We trust both that their processes are sustainable and that they will treat the garment with the care it deserves to add value to the garment’s story. 

We do small scale: we do not believe in mass production. We believe that each garment like each person has a story and character that make them unique. That’s why each of our garments is unique and different. Even so, they are born in families in which a certain idea can be repeated – of concept, of history, of form – creating twins, sisters, cousins and nieces that are – sometimes – very similar.

We do made to order: if you see one of our garments and you fall in love with it, but it is not in your favorite size or color, write us because we will make a “sister or brother” of that garment just for you.

We do custom: If you have a favorite garment that you no longer wear and you would like to wear it again, write to us. We will see the possibilities of that garment and we will advise you on how to redesign it to make it a custom piece. Bring your favorite unused garments to the light. 

We make happy products: At A HUG we believe that garments act as containers of stories and emotions, absorbing the experiences of the hands they pass through. That’s why we make sure to create a relaxed, cheerful and friendly work environment so that our staff transmits the same onto the garments. 

We make our clothes ourselves: to ensure that our garments are made in the most sustainable way possible, we make all our garments in our studio. If we need to use third parties for certain garments we work only with local artisans, experts in their field, which we have come across along the way and in whom we have full confidence. We trust both that their processes are sustainable and that they will treat the garment with the care it deserves to add value to the garment’s story. 

We do small scale: we do not believe in mass production. We believe that each garment like each person has a story and character that make them unique. That’s why each of our garments is unique and different. Even so, they are born in families in which a certain idea can be repeated – of concept, of history, of form – creating twins, sisters, cousins and nieces that are – sometimes – very similar.

We do made to order: if you see one of our garments and you fall in love with it, but it is not in your favorite size or color, write us because we will make a “sister or brother” of that garment just for you.

We do custom: If you have a favorite garment that you no longer wear and you would like to wear it again, write to us. We will see the possibilities of that garment and we will advise you on how to redesign it to make it a custom piece. Bring your favorite unused garments to the light. 

We do mend: We believe that our garments accumulate experiences through the touch of fabric and skin. The more stories, the higher the emotional value of that garment and the more valuable is the piece in general. But rubbing does not only make affection but also love pellets, passionate tears and emotional stains. That is why we offer a repair service for our garments, here in our workshop in Madrid. We will do our best to repair them so that you can keep on charging your A HUG garments with your essence and life.

We do unique: each one of our garments is unique – no two are alike – like you and me.

We believe in fun fashion: We are here to play, so at A HUG we make sustainable fashion that plays with shapes, colors and textures in order to escape from the monotony of current fashion. We create modular designs, that you can wear in one or many ways. Reinventing the garment again and again – so you can make it your own – making one garment many – so you don’t get bored of it and leave it in the back of your closet.

We believe in timeless: that’s why we don’t follow any trends – we are free riders: we work at our own pace and in our own way – with our special, timeless taste. That’s why our garments never go out of fashion and can accompany you through time.

We believe that sharing is better than possessing: that’s why we rent our star garments. Because they – the garments – are happier if they can embrace and absorb the emotions of many people, to later share those stories and experiences. That’s why we rent our most precious garments. They are not for sale because we love them too much, but we share them with the world, for whoever wants to share their story.

We handpick the materials we work with: For us, the materials we work with are the cornerstone of A HUG. The most important requirement is that they are full of stories, that they have character, that they say – or want to say – something. That’s why we choose one by one each garment we work with in countless stores, warehouses, donations, etc.. From second hand and vintage clothing. What matters to us is the story, not the quality or brand.

We are Zero Waste: We collect all of our remnants and textile leftovers to reintroduce them into our creations. We believe that every piece of fabric has its space and place, you just have to find it 🙂 Our intention is to make fashion that doesn’t harm the planet – without using, abusing or polluting any natural resources – thus relieving the planet. By doing it ourselves without relying on external recycling companies we make sure that there is no final contamination anywhere. Creating fashion that relieves the planet.

We do sustainable packaging: We try that all our packaging is reusable and made of recycled material. There are some factors ( duct tape) that we have not yet achieved the sustainable version. But we are working on implementing sustainable materials until we become 100% sustainable.

We only sell through our own channels: we do this in order to ensure that the money goes directly and fairly to the people who have made, created and developed that garment and no margins are lost to third parties. 

We are transparent: we have nothing to hide. Our goal is to be 100% sustainable, but there are some factors in which we are not and we are not afraid of recognizing it. We work every day to reach our goal. If you want to see what we have achieved so far or if you have any questions, write us at info@ahug.es and we will show you our sustainable processes.

We believe that reuse is a state of mind, a way of life: so we apply this credo not only in our work, but also in our daily life, in how we live, in our environment. That’s why 85% of our workshop and studio is furnished with reused furniture and machinery. 

We do believe in helping out: we do not believe in individualistic work but in working as a collective. Each one of the people who works, helps or collaborates with A HUG believes in joining forces to achieve a greater good. That’ s why we reward teamwork and mutual help.  We are a family and we act as one, helping and supporting each other.

We believe in life-work balance: We believe that if you don’t have any time or work pressure – and you love what you do – you can reach excellence in whatever you set your mind to. That’s why we work slowly – without anxiety or stress – enjoying every step of the process. Offering our team freedom in schedules and days off so that personal life does not depend on work and work is so rewarding that you want to go every day. 

We believe that from the union comes strength: that’s why we like collaborating in all kinds of projects. We have collaborated with photographers, artists, stylists, performers, influencers, … who understand or share our vision and want to give or add to it with their unique point of view. Only together we will make the change so if you want to collaborate with us please get in touch with us through info@ahug.es

We believe in taxes: paying taxes is the best way to contribute in a fair way to fund public education, healthcare and all the social services that we all benefit from on a daily basis. That is why we pay taxes in Spain, where we work. We hope that the biggest companies in the world take an example from us and all other taxpayers and pay their taxes as we do – 100% and without reductions -, thus contributing with their grain of sand.

We believe that hugs should be accessible to everyone: or so we believe, that’s why we have a barter policy that we apply with people we love and admire and who do not have the means to obtain one of our garments. We exchange art for art, passion for passion, object for object.

We do not retouch pictures: we do not want to collaborate with reality distortion and problems related to unattainable ideals so common in our society. That’s why we do not retouch the images we make in A HUG. What you see is the true beauty without distortion nor filter, without retouching nor deforming, reality at its best.

We do no seasonal collections: Making seasonal collections puts an expiration date on clothes. Our garments have long since expired and we have rescued and transformed them to give them a second chance. Our garments are born in families that adopt them, each family is born from an idea, story or material and each member of that family shares a common thought. These families grow over time – slowly transforming – adopting new characters that have the same values. Because of this our families and their members do not expire, they do not go out of fashion and maintain their value as individuals over time.

We don’t do sales: we put a lot of effort, care, passion, dedication, love, in everything we do. We give everything in each garment so that it is transmitted to the person who wears it. It is a work that must be appreciated and that is not devalued over time. This is why we don’t do sales, or black friday, or any other devaluation of the value of our garments.