O O H. is a super conscious social brand featuring resort wear collections with a twist, rich with ethnic heritage, a story and a cause. 

We design and source ethical collections with active involvement of local craftsmen and creating sustainable economic opportunities for local communities. 

As a Slow Fashion brand the designs of OOH are handcrafted in clean production process by talented artisans in fair trade and carry not only the signature of the country they were made in, but also – the heart and love of the local artisan, who helped crafting it.

The collections are supposed to transport you to their origin not just through a physical possession, but also on a behavioural level.


Words from Founder & Creative Director Irina:

“I was raised in Bulgaria where growing up in my mom's tailor studio helped me cultivate a strong sense of aesthetics and a love relationship with fashion.

I moved abroad and studied in Barcelona, and at twenty started my career in the headquarters of some of world's leading brands in the industry such as Burberry and Nike, while simultaneously working freelance as a fashion stylist and producer to then move into haute couture. Life in the dynamic corporate environment made me search for an alternative reality and took me travelling to the most distant corners of the world discovering remote tribes where people still lived true to their ancestors’ ways and preserved their ancient traditions, beliefs and aestethics. 

The vibrance, purity and wilderness of these communities got me enchanted and my passion for exploring them grew stronger throughout the years.

By fully immersing in their world my love for them expanded immeasurably and my desire to find a way to create sustainable economic opportunities for them got bigger.”


Ethical collections from the most remote corners of the Earth. 

“My experience in fashion and design, matched with adventurous spirit and activist heart shaped the pillars of the company as a social brand creating ethical collections aiming to promote awareness, improve the lives of communities in third world countries and indigenous tribes and bring you not only stories of their lifestyle, but also preserve their timeless designs and crafts by spreading it to the rest of the world. 

The time spent among these tribes, some of which have had no contact with the outside world and the cultural exchange led me to an immense personal growth and I was transformed by the respect, honour, kindness and compassion these people possess and their big, uncontaminated hearts and unpretentious wisdom.

For me working on the collection together with the local artisans is an intimate process. I aim to create vivid collections rich with ethnic heritage, a story and a cause.  

By purchasing these designs, you are not only investing directly in the future of local communities, but creating a life changing impact and helping preserve the cultural heritage.”