HUG Berlin and Hit-In.TV Concept Store

Today is the last day of the fashion revolution week 2018. In case you do not know about fashion revolution week, I would like to give a little overview of the whole idea in this post. Further, I want to show you are really cool concept store for fair fashion that is located in Prenzlauer Berg in Berlin and share the story of two women who are supporting fair fashion and who are on a way to a greener lifestyle.

So what is the story behind the Fashion Revolution? Fashion Revolution is a global movement calling for greater transparency, sustainability and ethics in the fashion industry.

This year is the 5th anniversary of the Rana Plaza factory collapse, which killed 1,138 people and injured many more in 2013! Ever since, the Fashion Revolution is all about drawing attention to the question: #whomademyclothes and demand greater transparency in the fashion supply chain. The more people who ask #whomademyclothes, the more brands will listen.
This is why I, among a million others woudl like to encourage you to use your voice and your power to change the fashion industry. Together we are stronger.

Now, today is the last day of this year’s Fashion Revolution week – and I am only blogging now! I know! I had a busy time in the last few weeks so I simply wasn’t able to post about it earlier. However, I thought better late than never 😉

Ever since the rise of the Fashion Revolution, a lot has changed already and this is great! More and more fair fashion labels are gaining popularity, more and more people get aware of the fact that conventional fashion simply isn’t worth supporting with our money.

One example of how cool fair fashion can be is the Hit.In-TV concept shop in Berlin Prenzlauer Berg, lead by two fempreneurs: Maria and Elle. I got the chance to visit Maria and Elle this week, have a look around their shop, and talk about fair fashion, organic clothing, and sustainability while sipping on hot yogi tea.

I got to know Maria early this year through instagram. She actually does not only sell her selection of fair fashion pieces in the Berlin based shop, but also online in one of my favorite fair fashion onlineshops: HUG Berlin.

Elle (to the right), opened her shop already 14 years ago. In the beginning it wasn’t really about fair fashion but mainly to give small designers and local creatives a place to show and sell their pieces. Over the years, some labels went and others came and Elle got more into the whole idea or fair and organic fashion. However, it was only with Maria coming into her shop 4 years ago that she completely turned towards fair fashion. Maria had the idea of a fair fashion shop since a while but wasn’t really in a situation where she wanted to spend a lot of money on an own shop. So she simply stepped into the Hit.In-TV shop and asked Elle if you could hang a few Armed Angels pieces on the clothes rail and share the profit. Elle was okay with it, and since the first few pieces were sold in like a minute, Maria stocked up on new pieces – and added a few more labels. Things went well ever since, so Maria and Elle sticked together and are now selling fair fashion only (and mainly organic) in their pretty little shop.

Maria then opened an online shop in December 2017 to reach a larger audience with her selection of beautiful fair fashion pieces (and a few accessoires) and I got to know her shortly after. Maria has a great sense for style and somehow finds the best labels. Best because she finds all those fair fashion labels that are actually colorful! You may have noticed that many fair fashion labels are very minimal, black and white with some dark or light blue here and there. I like that too BUT I also like some colorful pieces in between. And so does Maria! Her husband is from England so she found a few really cool English labels, then she lived in Sweden and included some Swedis labels, and so on. A really, really beautiful selection! You can find all the labels in her online shop: HUG Berlin.

Even though I have my own business myself, I am always amazed by women who are just doing what they love and trying, each in their own way, to inspire and motivate towards a greener, more fair, and ethical lifestyle. And I just find this worth supporting.

Elle, by the way, also has her own little lable, Hit.In-TV and mainly makes super cute clothing for kids, but also a few cool sweaters for adults. To check it out, you have to visit the store in Berlin though 😉

The address is: Oderberger Str. 34, 10435 Berlin

And I think that it is people such as Maria and Elle that are giving the fashion revolution a face, just being a great example on how a more fair, clean, and organic fashion industry could look like.

Now, I invite and recommend you to visit the official website of the Fashion Revolution: You can find loads of information there and also a lot of ideas on how you acn join the fashion movement!

If you are intersted in a more detailed post about the whole topic on my blog, just let me know! All the information can be found on but I know that an entire website can be overwhelming, so if you want me to break it down for you, just leave a comment or message!

I talk about fair fashion a lot here on the blog when posting fair fashion outfits, but I never wrote like an entire post about all the why’s the what’s and the who’s 🙂

Now I hope you enjoyed this post and I wish you all a wonderful weekend ahead!

This blog post contains names of/pictures of/weblinks to brands and hence, is perceived advertisement. I was not paid for the post and all opinion is my own.


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