Hooop the Bag® is an extra-ordinary bag project which was born on an embroidery hoop in 2012 in Milano. The story began on
the new chapter of my life in Milano by meeting with those old friends that I remember from my childhood; those divine hoops
that were used for making fascinating embroideries, and needleworks by my grandmother’s and my mother’s hands… and
those same hoops that was taken apart from the colourful and cheerful crafts when their task was over and thrown away, and
losing their chance of becoming a part of a dazzling and enthralling piece of artwork… My mission on this project was to save
those nostalgic wooden frames from being just a tool and to make them live with the embroideries happily ever after as the
stars of modern bags. All the bags are uniquely handcrafted and aim to honor the value of craftsmanship.
They take the inspiration from our grandmothers’ legacy and keep their spirit alive while combining it with today’s soul.
And here is the story of Hooop the Bag®, the modern presentation of tradition.
® It is patented by its design and industrial rights in 2014.
Gizem Yücelen is a Istanbul based multidisciplinary designer, artist and crafter.
She studied Advertising in Istanbul Bilgi University and had her master degree on Fashion & Textile Design in NABA Milano
where she built her path to Hooop the Bag®. Now she is doing her Doctorate in Textile at Marmara University in İstanbul
while she has been working as lecturer in Okan University Fashion Design Department.