Hygge is a clothing brand inspired by obstacles, challenges and societal struggles that Arehone Malovhele has experienced and encountered in his life and overcame through being able to find his individuality through art.
‘Over the years, I’ve struggled to fit in various peer groups because I was an introvert. I was seen as an outcast in their eyes because of my personal interests and obsessions with fashion and designing.
I have a profound passion and love for nature and the immense beauty it’s scenery bestows to our naked eyes and that was one of the reasons why I was judged as a young boy always watching National Geographic and Planet Earth documentaries. I’ve always had a passion for fashion and clothing as well. I am often asked for advise on outfits and what to wear by peers and family which made me realise I have a desire to become a fashion designer and stylist as well.
I love art dearly. I LOVE IT. As a child, I’ve always drawn and sketched and painted to enter my work on art exhibitions but unfortunately lost but continued either way because I was determined to showcase my art.
A lot of people have called me weird and boring because of my passions, so I neglected my passions to do what others liked until I realised it wasn’t for me. All they did just wasn’t on the route I wanted to create for myself.
The comments I’ve received over the years made me think I wasn’t good enough but I never gave up. My eyes were opened in January 2017 when my mother and father saw my true potential and allowed me to take visual art in school. The opportunity was the gateway for me to express myself through art and that’s how I found my individuality and loved me for being me . Being different made me realise I was unique.’
The name “Hygge”, is a Danish word that Arehone discovered when he was overseas last year which means ‘eradicating all emotional and negative aspects in life to live in and appreciate the joys of life’. The name ties his inspiration directly to the significance of the brand together by emphasising that us as humans should love who we are for who we truly are.