Fashion Ink NV Sofie d’Hoore

“Every season, we start again, every six months it is a new challenge to succeed. Finding perfection is the constant drive,” says Commercial Director Chantal Spaas who founded the fashion brand together with Sofie d’Hoore more than 20 years ago.

While Ms. Spaas concentrates on the commercial side of the business, selling the collection designed by Sofie d’Hoore, her business partner Sofie d’Hoore is the ‘fashion brain’ behind the brand. “We really started with one pair of trousers, then a few cardigans and a coat followed,” recalls Ms. Spaas. “After five years in the business, we participated in international salons in Paris and Italy and that really was the breakthrough. Even after 2008 when everybody was talking about the financial crisis, we have been able to increase our business activities,” adds Ms. Spaas.

Outside Belgium, the name Sofie d’Hoore has earned a good reputation. The designer focuses on modern design that one can wear for a long time. “There are no themed collections. Our collections evolve all the time, they are right on the spot in the spirit of today but certainly not thematic,” stresses Ms. Spaas. “Women who wear our clothing have a strong personality, they shine in our collections. They wear our clothes rather than that the clothes carry them.” At first, Sofie d’Hoore only designed women’s clothing but for two years now a small men’s collection has been added. “Sofie is always looking for the perfect garment - even when it comes to her men’s collection. It has to be the very best trousers, the very best shirt.”

Sofie d’Hoore invests a lot of time and money in new and beautiful fabrics. “Our production is located in several specialized ateliers in Italy, Belgium and the United Kingdom. We have one address for trousers and one for cloaks and one for shoes in order to safeguard our production quality throughout,” states Ms. Spaas.

Sofie d’Hoore loves working with natural materials. “It is important to buy clothes that one can wear for a long time,” points out Ms. Spaas. “It is equally important to think about production conditions. We certainly do not want clothing that is manufactured under precarious conditions. Cheap garments always come at a price for the people who manufacture them. This is why we oppose inhuman working conditions. We want to know how and where our garments are manufactured.” Sofie d’Hoore is determined to produce exquisite clothing that can be worn with a clear conscience.