HYE SOCIETY was born out of memories that span continents: from bustling family tables in Iran, to quiet Sunday mornings in London, and late nights designing at my desk.<\/p>
This is a clothing brand rooted in Armenian heritage and shaped by the experiences of the diaspora. For me, \u201cHYE\u201d (\u0540\u0561\u0575) means Armenian. And \u201cSociety\u201d is more than a word. It\u2019s about culture, connection, and the shared pride of belonging.<\/p>
I grew up in Iran in the early 90s, in a home filled with culture: an Armenian father, a Scottish mother, an older brother, and my grandmother, who passed down so many of our family traditions. Days were filled with laughter, surrounded by cousins, aunties, and uncles. In Armenian culture, family is everything.<\/p>
Elders are respected, meals are shared, and traditions are treasured.<\/p>"},"borderRadius":{"id":110002617,"value":"0px"},"textColor":{"id":110002618,"value":"#FFFFFF"},"backgroundColour":{"id":110002619,"value":"#0000"},"truncateHeight":{"id":110002620,"value":null},"padding":{"id":110002622,"value":"6"},"fullWidth":{"id":110002623,"value":"0"},"fullBackgroundColor":{"id":110002624,"value":"#000000"},"published":{"id":110002625,"value":"1"},"conditions":{"id":110002626,"value":"[]"},"template":{"id":112584928,"value":"text"}}},{"id":4498427,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":3,"items":[],"properties":{"html":{"id":110002627,"value":"
In the early 2000s, we moved to London for a better life. It was a huge change. The close-knit family lifestyle we left behind became scattered, but Armenian school on Sundays and the few community gatherings we had kept that cultural connection alive.<\/p>
Art and design helped me stay grounded. From copying sketches with my brother to discovering Photoshop, creativity became my language. I went on to study multimedia design and have now worked as a designer for over 12 years.<\/p>
Years later, while creating t-shirt designs at my day job, I felt a familiar spark. The idea of turning culture into wearable design excited me in a way I hadn\u2019t felt in years.<\/p>
At the same time, I began following the business man turned influencer Simon Squibb. I picked up his book What\u2019s Your Dream? <\/u><\/em><\/a>(Affiliate <\/u><\/em>link) And his words were the push I needed. I stopped waiting for the perfect moment and decided to give it a go.<\/p>"},"borderRadius":{"id":110002628,"value":"0px"},"textColor":{"id":110002629,"value":"#000000"},"backgroundColour":{"id":110002630,"value":"#0000"},"truncateHeight":{"id":110002631,"value":null},"padding":{"id":110002633,"value":"6"},"fullWidth":{"id":110002634,"value":"0"},"fullBackgroundColor":{"id":110002635,"value":"#FFFFFF"},"published":{"id":110002636,"value":"1"},"conditions":{"id":110002637,"value":"[]"},"template":{"id":112584929,"value":"text"}}},{"id":4498430,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":4,"items":[],"properties":{"html":{"id":110002660,"value":" HYE SOCIETY<\/strong> didn\u2019t start big. Due to my health condition my time and energy is limited. Most weekends I could only manage a few hours of creative work. But every session, every sketch moved me closer to building something meaningful.<\/p> This is a brand shaped slowly, with care, and driven by love for my culture.<\/p> Every design is inspired by the textures of Armenian life: the glow of ripe pomegranates, the swirl of thick coffee in tiny cups, the joy of dolma shared around a full table, and the silhouette of Mount Ararat rising in the distance.<\/p> HYE SOCIETY<\/strong> is about more than clothing. It\u2019s a celebration of our heritage. It\u2019s for Armenians in the diaspora, for creatives and culture lovers, and for anyone who feels at home in the warmth of tradition.<\/p> Through this brand, I hope to give back. By supporting Armenian causes, working with fellow artists, and building a community where we can all wear our pride, loud and proud.<\/p> Thank you for being here. HYE SOCIETY<\/strong> was built with community in mind. Our goal is to give back in a few meaningful ways: As we grow, we plan to expand these efforts with more direct impact. If you\u2019re an Armenian artist, charity, or project and want to connect, reach out \u2014 we\u2019d love to hear from you.<\/p>"},"borderRadius":{"id":110273033,"value":"4px"},"textColor":{"id":110273034,"value":"#000000"},"backgroundColour":{"id":110273035,"value":"#0000"}}}],"properties":{"title":{"id":110002683,"value":"How does HYE SOCIETY support the Armenian community?"},"padding":{"id":110002687,"value":"0"},"fullWidth":{"id":110002688,"value":"0"},"fullBackgroundColor":{"id":110002689,"value":"#FFFFFF"},"published":{"id":110002690,"value":"1"},"conditions":{"id":110002691,"value":"[]"},"questionMeta":{"id":110273029,"value":"How does HYE SOCIETY support the Armenian community?"},"answerMeta":{"id":110273030,"value":" HYE SOCIETY<\/strong> was built with community in mind. Our goal is to give back in a few meaningful ways: As we grow, we plan to expand these efforts with more direct impact. If you\u2019re an Armenian artist, charity, or project and want to connect, reach out \u2014 we\u2019d love to hear from you.<\/p>"},"template":{"id":110273031,"value":"expandable"}}},{"id":4498434,"type":"expandable","published":1,"size":{"x":12,"y":0},"order":6,"items":[{"id":4506481,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":0,"items":[],"properties":{"html":{"id":110272861,"value":" We use a print-on-demand service called Teemill<\/strong>, which allows us to produce products sustainably and ethically, only when they're ordered. This reduces waste and overproduction. Teemill also uses certified organic cotton, renewable energy in production, and plastic-free packaging.<\/p> Using print-on-demand also gives us flexibility to grow as a small brand \u2014 without compromising on quality or values.<\/p> You can find out more at https:\/\/teemill.com\/circular-fashion-supplier\/<\/a><\/p>"},"borderRadius":{"id":110272862,"value":"4px"},"textColor":{"id":110272863,"value":"#000000"},"backgroundColour":{"id":110272864,"value":"#0000"}}}],"properties":{"title":{"id":110002696,"value":"Where are your products made?"},"padding":{"id":110002700,"value":"0"},"fullWidth":{"id":110002701,"value":"0"},"fullBackgroundColor":{"id":110002702,"value":"#FFFFFF"},"published":{"id":110002703,"value":"1"},"conditions":{"id":110002704,"value":"[]"},"questionMeta":{"id":110272858,"value":"Where are your products made?"},"answerMeta":{"id":110272859,"value":" We use a print-on-demand service called Teemill<\/strong>, which allows us to produce products sustainably and ethically, only when they're ordered. This reduces waste and overproduction. Teemill also uses certified organic cotton, renewable energy in production, and plastic-free packaging.<\/p> Using print-on-demand also gives us flexibility to grow as a small brand \u2014 without compromising on quality or values.<\/p> You can find out more at https:\/\/teemill.com\/circular-fashion-supplier\/<\/a><\/p>"},"template":{"id":110272860,"value":"expandable"}}},{"id":4498436,"type":"expandable","published":1,"size":{"x":12,"y":0},"order":7,"items":[{"id":4506482,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":0,"items":[],"properties":{"html":{"id":110272868,"value":"A SLOW, PURPOSEFUL LAUNCH<\/h3>
WHAT DOES HYE SOCIETY<\/em> STANDS FOR?<\/h3>
Welcome to HYE SOCIETY<\/strong>.
I\u2019m so glad you\u2019re part of it.<\/p>Shunt Yenokian (\u0547\u0561\u0576\u0569 \u0535\u0576\u0578\u0584\u0575\u0561\u0576)<\/em><\/h3>"},"borderRadius":{"id":110002661,"value":"#{text.border.radius}"},"textColor":{"id":110002662,"value":"#FFFFFF"},"backgroundColour":{"id":110002663,"value":"#0000"},"truncateHeight":{"id":110002664,"value":null},"padding":{"id":110002666,"value":"6"},"fullWidth":{"id":110002667,"value":"0"},"fullBackgroundColor":{"id":110002668,"value":"#000000"},"published":{"id":110002669,"value":"1"},"conditions":{"id":110002670,"value":"[]"},"template":{"id":112224557,"value":"text"}}},{"id":4498432,"type":"expandable","published":1,"size":{"x":12,"y":0},"order":5,"items":[{"id":4506485,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":0,"items":[],"properties":{"html":{"id":110273032,"value":"
\u2013 Donating \u00a31 from the sale of each product to Armenian-led charities and other causes close to the founders heart.
\u2013 Collaborating with Armenian designers and creatives for future collections.
\u2013 Using our platform to celebrate and preserve Armenian culture across the diaspora.<\/p>
\u2013 Donating \u00a31 from the sale of each product to Armenian-led charities and other causes close to the founders heart.
\u2013 Collaborating with Armenian designers and creatives for future collections.
\u2013 Using our platform to celebrate and preserve Armenian culture across the diaspora.<\/p>