LHOOQ, the dual interpretation of Duchamp's artwork title perfectly encapsulates the brand's inspiration.
Rejecting the norm, seeking to create an authentic and stimulating fashion experience that invites reflection on art and beauty.
Creating a space for individual expression and creativity, embrace unique identities and think beyond surface-level appearances, sparking conversations about the intersection of fashion and art.

The photographic reproduction of the Mona Lisa with a mustache is a manifesto against conformity, through which Duchamp intended not to deny Leonardo's art but to honor it.

Therefore, the Dadaist intervention redeems the masterpiece from the banality of reproduction and returns it to the private dimension of creation.

Thus, LHOOQ proposals, made entirely from patented eco-leather with Italian craftsmanship, start from the classic leather jacket model, provocatively enriched with a contemporary, conceptual, and avant-garde mood, born from continuous and obsessive reinterpretation and recontextualization.

A precious material, crafted with environmental respect, combined with organic cotton and cupro linings, aluminum accessories, and recycled paper packaging.

An experience that will lead us to analyze, improve, overturn, and deconstruct the iconic garment that has always been present and deeply rooted in the collective imagination. The only constant will be personalization, a  recognizable sign, present, visible, transversal, never invasive.

The pentagram, five parallel horizontal lines, always branded with fire, alluding to the traditional tanning craftsmanship, the artisanal, the handmade, the "ready-made" in Italy.