IreneMikaela

Irene Häggkvist - Fashion designer

House of Horses Helsinki - an adventure called a fashion startup

It’s been a few years since I updated my blog here at my professional pages. To be honest I haven’t even had the time to look back and reflect what has happened during the last few years 🙈 After I founded House of Horses Helsinki in 2016 and started design the collection by myself in 2017 - the designs slowly started to get noticed in the equestrian competitions. I had my white sales tent and the summer 2017 I went around into different competitions to sell HoH hoodies, T-shirts and caps. That was about it, the collection wasn’t very big. I got my first retailer in the spring 2017 and many others during that summer. The collection came slightly bigger and by fall I had introduced the pink raincoat and some other items. At that time I also decided to take a huge risk and participated the Spoga Horse -fair in Germany. It’s a B2B trade fair for equestrian businesses. So in September 2017, I was standing in my very own booth in Koelnmesse introducing the HoH world to my first foreign customers. So exiting! 😁 We got retailers from six different countries and got back home and started to ship the shipments from my brand new showroom, that I set up the following week returning from Spoga. Yep, before that I was shipping from home 😀 The same fall we got also our first agents in Finland and Germany. Overall year 2017 ended up busy and 2018 started busy.

The white HoH tent that travelled the equestrian competitions in the summer 2017

The white HoH tent that travelled the equestrian competitions in the summer 2017

Our showroom in Helsinki that I established in fall 2017.

Our showroom in Helsinki that I established in fall 2017.

HoH’s first stand abroad. Spoga Horse in Germany, fall 2017.

HoH’s first stand abroad. Spoga Horse in Germany, fall 2017.

Pink flowers have always been very important in HoH. These were the flowers in the Spoga fall 2017.

Pink flowers have always been very important in HoH. These were the flowers in the Spoga fall 2017.

Growing the collection slowly, participating the Stockholm’s Hästsport mässan in January 2018 and hiring my first assistants to the showroom. Since that it has been quite an adventure! Learning to be a boss, entrepreneur, designer, business minded and working harder than ever before - I have to say it’s a journey I would take any time again but it takes more than I imagined. The most interesting part in building a startup is the constant change. I feel calm and happy when things are happening 😁

Stockholm’s Hästsportmässan in January 2018.

Stockholm’s Hästsportmässan in January 2018.

We celebrated the 1st HoH year in the showroom in December 2017.

We celebrated the 1st HoH year in the showroom in December 2017.

Detail of our stand in Tampere Hevoset -fair in spring 2018.

Detail of our stand in Tampere Hevoset -fair in spring 2018.


In September 2018 we participated in Spoga fair for the second time - what an amazing feeling to meet old customers that have become like friends to you and meeting the new ones - and we were showcasing so many new models too! ☺️ Dragging the chandelier and peonies to the stand from Helsinki, the HoH world was for the second time on Koelnmesse and I was so proud of our little team 💕

Our stand in Spoga fall 2018.

Our stand in Spoga fall 2018.

Our green wall in Spoga Horse fair in Koelnmesse in 2018.

Our green wall in Spoga Horse fair in Koelnmesse in 2018.

Happy designer in Spoga Horse in September 2018.

Happy designer in Spoga Horse in September 2018.



The adventure continues, and I feel like it’s just starting. I feel really blessed of having so many great people around me - The Team is everything! 💪🏻🤩 Passionate professional that share the same goal - adding some HoH pink to the world! 🦄💕




Thank you! ❤️

Irene


Numbers:

Now in January 2019 we have



  • 60 retailers in 13 different countries

  • 3 agents

  • showroom in Helsinki with an assistant working there

  • a collection that consists of 20 pieces (ongoing collection)

  • Design from Finland mark (all pieces are designed in Finland)

  • Production in 7 different factories (China, Poland, Lithuania)

  • 8000 Instagram followers

  • HoH for minies -collection


Welcome to follow our journey in these platforms:

webpage

Instagram

Facebook

Twitter

LinkedIn

HoH for minies kids collection.

HoH for minies kids collection.

House of Horses - a new brand for the equestrian world

House of Horses webstore that I founded in the beginning of 2016 started more as an equestrian webstore importing goods from outside Finland. Actually mostly from States and Canada, also some from France. After a while I started also to design House of Horses' own collection, when I wanted to sell some things that were hard to find or didn't exist. One of these is the House of Horses Stirrup Bag, which resolves the annoying problem with the storage of big stirrups like Free Jump or Jin Stirrup -type heavy jumping stirrups. The Stirrup Bag prevents them from scratching the saddle and keeps them "up" while not in use. Stirrup Bag became immediately a success as there was not another product like that on the market. It was also featured recently in ReiterRevue 2/2017 which for me was a huge milestone! :D

 

House of Horses Stirrup Bag and saddle pad in navy color.

House of Horses Stirrup Bag and saddle pad in navy color.

During last year I also designed a halter and some saddle pads to the HoH -collection. This year is going to be even more interesting for HoH - last week we launched the House of Horses hoodie to the public in the Helsinki Horse Fair! It's a hoodie designed to equestrians - longer from the back, opening cuts in the sides, zippers in the pockets and a really flattering super cut! I'm really happy of this product and we almost sold out during the fair - next fair will be in Tampere Hevoset fair in April.

HoH Hoodie <3 In the photos modelling Riin Reitman from Estonia.

HoH Hoodie <3 In the photos modelling Riin Reitman from Estonia.

 

During spring the collection will grow a little - with a perfect cap and a scarf for stables - with a hint of our favourite colour - light pink of course ;) Stay tuned! Follow our story in Instagram and Facebook and remember to tag House of Horses in your pics of our products or use #hohfinland! I'm so happy to bring Finnish design to the equestrian world :)

Wish you all a lovely spring time,

And thank you for all the supporting feedback during the journey of HoH - glad to have you on board! <3

Irene

House of Horses

 

 

30 is the New 20?

Sometimes there's just a perfect time to have a party. I turned 30 recently and decided to invite all my friends over. We ended up having a great party with over 50 guests! During the night I was thinking to myself what a great group of people, friends, was gathered to my place. Great personalities from different parts of my life - I am really grateful to have got to know them all! The "theme" of the party was "30 is the New 20" which I think applies sometimes very well ;) But the theme could have as well been "People make the party" <3 

 

Thank you. Growing up couldn't be more fun than with you guys. 

 

 

My lovely friends made the superb food for the party! 

My lovely friends made the superb food for the party! 

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The rose-surprise :) 

The rose-surprise :) 

Meaningful design by Nanna Salmi

I'm a huge fan of nannasalmi horsehair jewelry. Read a story from her blog that I wrote about my first horse and the nannasalmi horsehair jewelry.

"In a way having these jewelries made of Elmeri's hair helped us to move on from his memory, which is still present in our daily lives. But more like a beautiful dream than a haunting sorrow.  

Thank you Nanna Salmi for your meaningful and timeless design - it’s truly a jewellery with a thought."

Click below to read the whole story:

http://horsehairjewelrynannasalmi.blogspot.fi/2015/03/in-memoriam-ng-cherokee-171997-7102014.html?m=1

 

Me riding N.G. Cherokee, "Elmeri" 2.6.2013. Photos Kirsi Helenius

Me riding N.G. Cherokee, "Elmeri" 2.6.2013. Photos Kirsi Helenius

 

Visit also Nanna Salmi's webpage:

 

http://nannasalmi.com

Sweet love California

Last week we visited some friends the sunny state of California - spending time in lovely Laguna Beach, Santa Monica and New Port Beach. As always I was browsing some new trends in fashion and could tell that the americans still know the secrets of a laid back sporty style! Yoga pants, Nikes and loose tops and cardigans - and off you go from dawn till evening, cozy and carefree. That's how I like it too :) Just added the heels to the evening look though.. But carried them in my handbag until stepping into the restaurant ;) Btw the best restaurant during the trip was definitely Teemu Selänne's steak tavern  in Laguna Beach- super good! 

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Waves in Laguna Beach

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Houses in New Port harbor  

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Laguna Beach is a real surf city  

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Breakfast in Laguna Beach at the Orange Inn cafe. 

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The real interior heaven in Laguna Beach was Tuvalu Home  

http://www.tuvaluhome.com/

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A small piece of Laguna at our home now - items from Tuvaluhome, Laguna Beach. 

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Driving around the coast in a convertible was a blast  

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Ending the vacation with a beautiful sunset in New Port Beach. 

Elle Style Awards 2014

Elle Style Awards was held this year in Messukeskus on the 15th of October. The location worked very well and the place was packed with fashionable guests and it was great to meet all the colleagues. Congratulations for all the winners and thank you Elle Finland for organizing the most glamorous fashion party of the year!

 

Elle Style Awards launched the I love Me - fashion fair in Messukeskus (17.-19.10.2014). I was interviewed during the fair about the future of Finnish Fashion in the I Love Me - lounge. 

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Elle Style Awards guest were photographed to Elle-covers.

 

 

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I was wearing a handbag of my own brand in the gala. Made of wood and Swarosvki crystals - also featured in the cover of Elle in 2010.

 

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Evening bag and necklace IreneMikaela. Photo Nina Merikallio/Viewmasters, model Sabina Berner, style Mia Dillemuth, make-up Max Factor/Jenny Jansson. 

A wedding to remember

In July 2014 we designed together with the bride Stefanie a wedding dress that was made by the talented Sari Hörkkö (www.sarihorkko.fi). The wedding was as beautiful as the dress and bride wearing it - something to remember. All the photos copyright Björn Fagerholm.

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The dress was made out of silk lace and embroidered with stone and pearl details.

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© 2019 IreneMikaela