About us

THEHOYAN was founded in 2023, evolving from a private fur atelier that served clients in Russia and Nordic Europe since the early 2000s. 
In 2023, we built upon this heritage to establish THEHOYAN as an experimental fur brand. 
We curate raw materials from around the world, using garment- making as a medium to explore the diversity of fur—the very origin of clothing—and deconstruct the possibilities of future wear.

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No living entity—human or otherwise—begins its existence by surrendering, despising itself, or cursing its own being. Such states require a process of corruption, a process whose pace varies from person to person. 
Some abandon themselves at the first touch of pressure; some betray and sell out their own consciousness; 
some lose it by imperceptible degrees, never knowing when it has slipped away. Then the elders flock to them, tirelessly teaching that maturity lies in abandoning one’s convictions—that by giving up values one gains security, and by losing self-esteem one attains practicality. 

By then, every trace of that original consciousness has vanished.

Yet a few hold on and move forward, understanding that this fire within must not be betrayed. They learn to give it purpose, to discipline it, to shape it, and in the end, to fulfill it. But whatever path they take, from the very start they seek the splendor of life’s possibilities and the image of man’s proper stature

-《The Fountainhead》