HiCCUP

Make less. Make it better. Make it close to home.

Clothes nobody wears are fashion’s biggest waste. We make small runs, reorder only what sells, work with workshops near our warehouse and keep the team under one roof. Here is what we do today and what is still in progress.

Why it matters

92 million tonnes of fashion waste a year1

Most of it was made and never worn.

Built-in margin for stock that never sells2

Traditional brands price the cost of unsold stock into what you pay.

Small runs cut that waste. The saving goes into better fabric and a fair price.

Made smarter

Less waste.

We plan small, and we only make more of what sells.

  • Small batches, then reorders

    A new style starts as a small run. If it sells, we make more. If not, we stop.

    Today

  • Savings into fabric

    What we do not lose on unsold stock goes into better materials, so a piece lasts longer.

    Today

  • Recyclable packaging

    Orders ship in cardboard or recycled packaging that can be recycled again.

    Today

  • Fewer photoshoots

    We use AI tools to make part of our product imagery from real samples. Fewer shoots, and more skin tones and body shapes on the page.

    Today
Made better

The people who make it.

Our workshop is next to our office, and everyone is on fair terms.

  • One roof in Istanbul

    Our design and development workshop is in the same building as the head office. Pattern makers, seamstresses, merchandisers and founders work side by side.

  • Fair pay, equal chances

    Fair wages, safe workplaces and equal opportunities, for our own people and the workshops we work with.

Made close

A shorter journey to you.

Our clothes are made in Turkey, a few days from Europe by road. That is our biggest lever on transport emissions.

  • Short routes

    Turkey borders Europe and is a short flight from the Gulf. Our parcels travel far less than clothes made in East Asia.

    Today

  • From air to road

    Most orders fly today, for speed. We are moving the busiest routes to road without longer delivery times.

    In progress
  1. Stage 1

    Research

    Routes, carriers and the delivery time of each.

  2. Stage 2 · now

    Testing road routes

    First lanes into Europe by truck, measured against air.

  3. Stage 3

    A hybrid model

    Road where it is as fast, air where it is not.

  4. Stage 4

    Road within three days

    Every destination within a three-day drive goes by road.

What we do not claim

We are not carbon neutral and we do not buy offsets. We do not call recycled polyester sustainable. We update this page when what we do changes. If something here is wrong, tell us.

How hiccup works is on our About page.

Sources: 1. Chemicals & pollution action, UNEP, 7 February 2025. 2. Markup vs. Margin, Joor, 31 May 2024.

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