Fashion, straight from the people who make it.
hiccup is a fashion shop with a difference. The clothes you see here come straight from the brands and workshops that make them, and we take care of everything in between: the stock, the shipping, the customs, the delivery and the returns. Fewer steps between the maker and you means better prices, fresher collections and a shop that can be anywhere you are.
A shop
Our own label and a growing set of brands, chosen for how they make things and how they fit, delivered to your door in your currency and your language.
A bridge for makers
Brands and factories join hiccup once. We put their collections in front of shoppers in many countries and run the whole journey of every order.
One team, two cities
We work from Istanbul, in the middle of one of the world’s great textile regions, and from London, close to many of the people we dress.
Our story
We built hiccup for ourselves first.
hiccup began as a fashion label in Istanbul. We designed our own collections, worked with the workshops around us and sold to shoppers in Europe. Selling across a border turned out to be the hard part. Every new country wanted its own company, its own warehouse, its own carriers, its own way of handling tax, returns and customer questions. Most brands never get past that wall. We nearly did not.
So we built the machinery to get past it ourselves, one piece at a time. Then the brands and factories around us asked whether they could use it too. We said yes, and hiccup became two things at once: a shop, and the system that lets a good maker reach shoppers far beyond its own town.
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A label
Our own collections, made in and around Istanbul, sold to shoppers abroad.
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A system
Warehouses, customs, carriers and returns across the countries we sell in, built because nobody offered it to us.
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Open to others
Brands and factories join with one connection and sell on hiccup.com and the marketplaces we work with.
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Today
Fashion first. The same shop and system are built to carry beauty, home, sport, kids and more.
How it works
From a workshop to your wardrobe, in four steps.
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We start with the makers
Turkey is one of the largest clothing producers in the world, days from Europe by road and a short flight from the Gulf. We work with brands and workshops there and bring them to you directly.
- 2
We make what people actually want
New styles start in small runs. We watch what you buy, reorder what works and stop what does not. Less guessing means less waste, and that keeps prices down.
- 3
We handle the journey
Stock is pooled in one place and the pieces that sell best are held closer to you. Shipping, customs and duties are ours to sort, so the price you see is what you pay.
- 4
We stay with you after the order
Delivery, returns and questions are handled locally, in your language. A return is a local return, not an international one.
How we take a brand to market
A brand connects once. We put it on every shelf.
Most brands would love to sell abroad and cannot afford to. Each marketplace has its own rules, its own catalogue format, its own tax and returns setup, and each country wants a local company behind the listing. We built all of that once, so a brand does not have to.
A brand sends us its catalogue and its stock. We photograph and describe what is missing, translate the listings, set a price for each market and publish the range on hiccup.com and on the marketplaces we sell through. Every order, wherever it is placed, comes through the same system: we pick it, ship it, clear it and deliver it, and we take the return back locally. The brand sees what sells where, and gets one payout for all of it.
The brand
- Designs and makes the collection
- Sends the catalogue and the stock
- Keeps making what sells
hiccup
- Photos, copy and translations
- A price for each market
- Listings on every channel
- One stock pool, local stock for best-sellers
- Shipping, customs and duties
- Local delivery and local returns
- Customer care in each language
- One payout to the brand
The shelves
- hiccup.com and the hiccup app
- The marketplaces we sell through
- Shoppers in many countries
What we stand for
Good value is not the same as cheap
We cut the middle steps, not the quality. Fabrics, fit and finish are checked at the source.
Make less, sell more of it
Small first runs and quick reorders mean we rarely make clothes nobody wears. Overproduction is the most wasteful thing in fashion, and we are built to avoid it.
Honest about where things come from
We know where every product is made, and by whom. If we do not, we do not sell it.
A small team, with smart tools
Most of what happens behind an order runs on software we wrote ourselves. That keeps the team small and the prices fair, and leaves people free to help you when you need a person.
Say it plainly
Prices, delivery times and return rules are written so you can read them. No fine print tricks.
Where we are
Design, sourcing, production and our main warehouse. Where the collections begin.
Our second home, close to many of our shoppers and to the marketplaces we work with.
Work with us
How we make things, in detail, is on our sustainability page.
Questions? Get in touch.