Hoiden is a truly distinctive South African label founded and created in 2011 by Este van der Merwe and Marjorie Erasmus. Designing one-of-a-kind ladies wear with a strong contrast of hard and soft textures and silhouettes. They are determined to convey a new outlook on fashion by finding beauty in the darkest of places and transforming it into optimistic works of wearable art.
Este and Marjorie studied at Nelson Mandela Metropolitan University in Port Elizabeth, South Africa where they are currently situated.
Hoiden launched their label in April 2011 at SAfashionweek.
The Hoiden customer is fashion forward with a creative outlook on individual styles and life overall. She conveys the meaning of a careless individual, who expresses her youth and sense of adventure through her sense of taste.