THE LONDON DIARIES
VOL.4
big. Beauty
THE LONDON
DIARIES
VOL.4
big. Beauty
MARIJKE ADDERLEY
Meet Marijke, the co-talent behind @big.inhackney, and next on our East London Diaries list. Marijke sat down and told us the realisation that our shelves act as a constant reminder of the 'unconsidered approach' to beauty that has become the societal norm. This sparked the drive to bring together the best of sustainable beauty & wellness to a store in Hackney.
Photographer: Nicole M Gomes @nicolemgomes
Marijke Adderley
Meet Marijke, the co-talent behind @big.inhackney, and next on our East London Diaries list. Marijke sat down and told us the realisation that our shelves act as a constant reminder of the 'unconsidered approach' to beauty that has become the societal norm. This sparked the drive to bring together the best of sustainable beauty & wellness to a store in Hackney.
Photographer: Nicole M Gomes @nicolemgomes
Q&A
How was Hackney Hooker born?
I was first taught how to make a granny square at a seniors coffee morning I volunteered at years ago, that’s the actual origin I suppose. But it was only in the last couple of years that I started making stuff for more than just immediate family and friends. TikTok coming along and making crochet popular again deffo played a part, and then it naturally evolved from there with people reaching out for bits I’d been sharing first on my personal insta and then on the Hackney Hooker one.
Where did the name come from?
It was a joke, I had a craft club at my flat every Monday night - everyone brought their own thing, painting, crochet, knitting, sewing, very East London - and one of the girls was laughing at the concept of stitch and bitch because she’d never heard it before. Then I threw out the idea of being called The Hackney Hooker, and it just stuck, there was no other name I could use after that, it still makes me laugh.
What do you take into consideration when
selecting your yarns?
Ultimately, it’s about what the product is being used for, how breathable it needs to be, how sturdy, how malleable etc, and that largely dictates my choices.
Like most things handmade, it’s tough when you try to be more mindful of the materials you use, as this often comes at a cost, and when people can buy a crochet dress on ASOS for £15 or less... it’s hard convincing people to spend that on raw materials alone.
What’s next in the pipeline?
Project wise? So many things! I’m getting married in a couple of months which has absolutely inspired me to put together some playful bridal pieces.
I’m working to get stocked in a local shop which is mad and fab in equal measure.
In terms of dreaming big, I’d love to collaborate with some of my favourite brands or host some fun event in one of the many wine bars around this way.
Tell us about the ALIGNE pieces you’re wearing and how you’ve styled them?
I like clothing items that are fuss free, so I chose pieces that I feel are chic, are easy, are versatile. Then I can inject some more playfulness with the accessories if I want.
There are some days I love getting ready, and others where I just need to thrown on a uniform without thinking. Incorporating pieces like these into my wardrobe means no matter how I wake up feeling, I’m able to feign a bit of effort.
Where do you go for outfit inspiration?
People on the street, social media also plays a part, consciously or unconsciously.
What's your approach to curating a wardrobe?
Slow and steady. I used to be way more impulsive, but I feel like it’s only now I’m in my late 20s that I actually get what I like in a way that lasts beyond a season.
I also love second hand/consignment shopping, so living East means I’m spoiled for choice.
How was Hackney Hooker born?
I was first taught how to make a granny square at a seniors coffee morning I volunteered at years ago, that’s the actual origin I suppose. But it was only in the last couple of years that I started making stuff for more than just immediate family and friends. TikTok coming along and making crochet popular again deffo played a part, and then it naturally evolved from there with people reaching out for bits I’d been sharing first on my personal insta and then on the Hackney Hooker one.
Where did the name come from?
It was a joke, I had a craft club at my flat every Monday night - everyone brought their own thing, painting, crochet, knitting, sewing, very East London - and one of the girls was laughing at the concept of stitch and bitch because she’d never heard it before. Then I threw out the idea of being called The Hackney Hooker, and it just stuck, there was no other name I could use after that, it still makes me laugh.
What do you take into consideration when
selecting your yarns?
Ultimately, it’s about what the product is being used for, how breathable it needs to be, how sturdy, how malleable etc, and that largely dictates my choices.
Like most things handmade, it’s tough when you try to be more mindful of the materials you use, as this often comes at a cost, and when people can buy a crochet dress on ASOS for £15 or less... it’s hard convincing people to spend that on raw materials alone.
What’s next in the pipeline?
Project wise? So many things! I’m getting married in a couple of months which has absolutely inspired me to put together some playful bridal pieces.
I’m working to get stocked in a local shop which is mad and fab in equal measure.
In terms of dreaming big, I’d love to collaborate with some of my favourite brands or host some fun event in one of the many wine bars around this way.
Tell us about the ALIGNE pieces you’re wearing and how you’ve styled them?
I like clothing items that are fuss free, so I chose pieces that I feel are chic, are easy, are versatile. Then I can inject some more playfulness with the accessories if I want.
There are some days I love getting ready, and others where I just need to thrown on a uniform without thinking. Incorporating pieces like these into my wardrobe means no matter how I wake up feeling, I’m able to feign a bit of effort.
Where do you go for outfit inspiration?
People on the street, social media also plays a part, consciously or unconsciously.
What's your approach to curating a wardrobe?
Slow and steady. I used to be way more impulsive, but I feel like it’s only now I’m in my late 20s that I actually get what I like in a way that lasts beyond a season.
I also love second hand/consignment shopping, so living East means I’m spoiled for choice.
How was big. Beauty born?
big. was born from the realisation that our beauty system is fundamentally broken. My co-founder Lisa and I had overcrowded bathrooms filled with single-use sachet samples, recommended products that were not right for our skin, and creams that promised a "quick fix". Our shelves acted as a constant reminder of the 'unconsidered approach' to beauty that has become the societal norm. Got a new skin issue? Buy a product. Seen a radical transformation on Instagram? Add to cart. Checking out online? Here are four plastic minis that have nothing to do with your skincare needs. When you begin to consider the environmental impact of this type of purchasing you realise that it's not sustainable and it is truly killing our planet. 120 billion beauty products are made each year and 95% of them end up in landfill, including used and unused products. We're on a mission at big. Beauty to address these issues by bringing together the best of sustainable beauty & Wellness. Making it easy for customers to shop from brands who care about their environmental impact, to staff who want to help customers to achieve a more considered approach to beauty.
What does clean/sustainable beauty mean to you?
Sustainable beauty is not just about the products that we purchase but also involves our purchasing habits, how we use the products and how we feel when using them. It's a considered approach to beauty whereby we consciously make decisions that aren't based on impulse or insecurities but on need and purpose. It's about finishing your products before buying another, and of course, shopping from brands who care about their packaging, ingredients and community impact. I also think sustainable beauty equates to joy because nothing feels better than using products that are good for you AND good for the planet.
What do you think needs to change in the industry?
I think one element of the industry that bugs me is the unconsidered approach to customer care. Unknowledgeable and disinterested staff, incessant marketing techniques that prey on people's insecurities, and being upsold products that you don't need. We're going against the grain at big. by leading with customer service that does give a sh*t. We are here to develop deep relationships with our community to ensure everyone who walks through our door feels seen, heard and listened to. Our big. team is filled with highly knowledgeable & warm staff who are here to make connections, discuss the beautiful brands we've curated, and have fun with customers whilst doing it. This is customer service, but without the pushiness and distrust that can often accompany a retail experience. This will ensure we can recommend products that are meaningful and fit for purpose, and put an end to wasteful purchases.
Where do you go for outfit inspiration?
To be honest, my family and friends are my biggest source of inspiration when it comes to fashion. They're not afraid to be bold, creative and try new styles, which I admire greatly. I'm constantly in awe.
How was Hackney Hooker born?
I was first taught how to make a granny square at a seniors coffee morning I volunteered at years ago, that’s the actual origin I suppose. But it was only in the last couple of years that I started making stuff for more than just immediate family and friends. TikTok coming along and making crochet popular again deffo played a part, and then it naturally evolved from there with people reaching out for bits I’d been sharing first on my personal insta and then on the Hackney Hooker one.
Where did the name come from?
It was a joke, I had a craft club at my flat every Monday night - everyone brought their own thing, painting, crochet, knitting, sewing, very East London - and one of the girls was laughing at the concept of stitch and bitch because she’d never heard it before. Then I threw out the idea of being called The Hackney Hooker, and it just stuck, there was no other name I could use after that, it still makes me laugh.
What do you take into consideration when
selecting your yarns?
Ultimately, it’s about what the product is being used for, how breathable it needs to be, how sturdy, how malleable etc, and that largely dictates my choices.
Like most things handmade, it’s tough when you try to be more mindful of the materials you use, as this often comes at a cost, and when people can buy a crochet dress on ASOS for £15 or less... it’s hard convincing people to spend that on raw materials alone.
What’s next in the pipeline?
Project wise? So many things! I’m getting married in a couple of months which has absolutely inspired me to put together some playful bridal pieces.
I’m working to get stocked in a local shop which is mad and fab in equal measure.
In terms of dreaming big, I’d love to collaborate with some of my favourite brands or host some fun event in one of the many wine bars around this way.
Tell us about the ALIGNE pieces you’re wearing and how you’ve styled them?
I like clothing items that are fuss free, so I chose pieces that I feel are chic, are easy, are versatile. Then I can inject some more playfulness with the accessories if I want.
There are some days I love getting ready, and others where I just need to thrown on a uniform without thinking. Incorporating pieces like these into my wardrobe means no matter how I wake up feeling, I’m able to feign a bit of effort.
Where do you go for outfit inspiration?
People on the street, social media also plays a part, consciously or unconsciously.
What's your approach to curating a wardrobe?
Slow and steady. I used to be way more impulsive, but I feel like it’s only now I’m in my late 20s that I actually get what I like in a way that lasts beyond a season.
I also love second hand/consignment shopping, so living East means I’m spoiled for choice.
How was big. Beauty born?
big. was born from the realisation that our beauty system is fundamentally broken. My co-founder Lisa and I had overcrowded bathrooms filled with single-use sachet samples, recommended products that were not right for our skin, and creams that promised a "quick fix". Our shelves acted as a constant reminder of the 'unconsidered approach' to beauty that has become the societal norm. Got a new skin issue? Buy a product. Seen a radical transformation on Instagram? Add to cart. Checking out online? Here are four plastic minis that have nothing to do with your skincare needs. When you begin to consider the environmental impact of this type of purchasing you realise that it's not sustainable and it is truly killing our planet. 120 billion beauty products are made each year and 95% of them end up in landfill, including used and unused products. We're on a mission at big. Beauty to address these issues by bringing together the best of sustainable beauty & Wellness. Making it easy for customers to shop from brands who care about their environmental impact, to staff who want to help customers to achieve a more considered approach to beauty.
What does clean/sustainable beauty mean to you?
Sustainable beauty is not just about the products that we purchase but also involves our purchasing habits, how we use the products and how we feel when using them. It's a considered approach to beauty whereby we consciously make decisions that aren't based on impulse or insecurities but on need and purpose. It's about finishing your products before buying another, and of course, shopping from brands who care about their packaging, ingredients and community impact. I also think sustainable beauty equates to joy because nothing feels better than using products that are good for you AND good for the planet.
What do you think needs to change in the industry?
I think one element of the industry that bugs me is the unconsidered approach to customer care. Unknowledgeable and disinterested staff, incessant marketing techniques that prey on people's insecurities, and being upsold products that you don't need. We're going against the grain at big. by leading with customer service that does give a sh*t. We are here to develop deep relationships with our community to ensure everyone who walks through our door feels seen, heard and listened to. Our big. team is filled with highly knowledgeable & warm staff who are here to make connections, discuss the beautiful brands we've curated, and have fun with customers whilst doing it. This is customer service, but without the pushiness and distrust that can often accompany a retail experience. This will ensure we can recommend products that are meaningful and fit for purpose, and put an end to wasteful purchases.
Where do you go for outfit inspiration?
To be honest, my family and friends are my biggest source of inspiration when it comes to fashion. They're not afraid to be bold, creative and try new styles, which I admire greatly. I'm constantly in awe.
Wardrobe staple?
Soft, comfortable denim in all different cuts and washes.
Tell us about the ALIGNE pieces you’re selected and how you’ve styled them?
I've stepped outside of my comfort zone and selected some silhouettes that I have never tried before like the Greta Midi Skirt. New city, new me? As soon as I put the Kayley Trouser and Kim Waistcoat on I knew it was a yes - they felt incredibly comfortable and I love a wide leg and deep V neckline. Something about that combo always feels sexy, yet powerful. And last but not least, the Gitty Midi Dress - I am a sucker for a cinched-in waist. This piece feels like an absolute wardrobe staple for Autumn/Winter, but I'll be flaunting it without tights and boots before then
What's your approach to curating a wardrobe?
I'm big on the sensory experience - I prioritise feeling comfortable and at ease in my clothes, the type of sustainable materials used and how they feel against my skin. Life's too short for itchy & scratchy fast fashion. I'd say I combine this approach with dopamine dressing - I'm not afraid of colour and love having elements of my outfit that match. Whether it's my lilac New Balance kicks matching my lavender eyeshadow or wearing 3 different shades of pink from head to toe, I love to have fun and (hopefully) radiate joy from my wardrobe.
Wardrobe staple?
Soft, comfortable denim in all different cuts and washes.
Tell us about the ALIGNE pieces you’re selected and how you’ve styled them?
I've stepped outside of my comfort zone and selected some silhouettes that I have never tried before like the Greta Midi Skirt. New city, new me? As soon as I put the Kayley Trouser and Kim Waistcoat on I knew it was a yes - they felt incredibly comfortable and I love a wide leg and deep V neckline. Something about that combo always feels sexy, yet powerful. And last but not least, the Gitty Midi Dress - I am a sucker for a cinched-in waist. This piece feels like an absolute wardrobe staple for Autumn/Winter, but I'll be flaunting it without tights and boots before then.
What's your approach to curating a wardrobe?
I'm big on the sensory experience - I prioritise feeling comfortable and at ease in my clothes, the type of sustainable materials used and how they feel against my skin. Life's too short for itchy & scratchy fast fashion. I'd say I combine this approach with dopamine dressing - I'm not afraid of colour and love having elements of my outfit that match. Whether it's my lilac New Balance kicks matching my lavender eyeshadow or wearing 3 different shades of pink from head to toe, I love to have fun and (hopefully) radiate joy from my wardrobe.
