Hilp

What Hilp does

Hilpdesign OÜ operates as a sustainable direct-to-consumer fashion brand headquartered in Tartu, Estonia. Founded in 2013 by Kätrin Avarmaa, the company designs, produces, and sells handmade clothing and accessories featuring hand-cut appliqué craftsmanship across women's, men's, and children's categories, plus an accessories line (caps, beanies, socks, mugs, tote bags). Products are made-to-order using Oeko-Tex Standard 100 certified materials, with production occurring in-house and at the Aparaaditehas creative-industry factory in Tartu. Geographic reach covers Estonia, the broader Baltics, Finland, the EU, USA, and Canada, with 10-20 working day lead times and FedEx handling transatlantic fulfillment.

The business model is two-channel: direct e-commerce sales to individual consumers via hilpdesign.com at price points ranging from €11.90 for caps/beanies to €69.00 for sweatshirts, and a Custom Business Orders service for corporate B2B clients priced at €32-€49 per unit plus VAT with a 50% prepayment requirement. Payment processing is handled through ESTO AS (BNPL), PayPal, and Baltic/Fintech bank integrations. Named B2B clients include the SIURU cultural center, Veebimajutus.ee, and the Estonian Women's Voluntary Defence Organization (Naiskodukaitsjad). The company is bootstrapped with no external investment and operates with 1-10 employees.

Customer segmentation splits between sustainability-minded individual consumers and corporate clients seeking custom branded apparel. The brand differentiates through handmade appliqué craft, made-to-order production that minimizes inventory waste, Oeko-Tex certification, and a recurring design library spanning animals, zodiac signs, and customizable pet portraits. Recent commercial expansion has added the SIURU co-branded sub-brand, a Pet Sweatshirt line, and BNPL financing, alongside geographic extension to North America.

Name

Hilp

Legal name

Hilpdesign OÜ

Website

https://hilpdesign.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Hilpdesign OÜ is an Estonian DTC sustainable fashion brand that designs and sells handmade appliqué clothing and accessories for adults, children, and corporate clients, producing made-to-order in Tartu with Oeko-Tex certified materials and shipping across Europe, USA, and Canada.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industry

Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA)

Keywords

• Sustainable fashion
• Handmade apparel
• Custom corporate apparel
• Applique clothing
• Eco-friendly accessories

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Hilp generates revenue through direct-to-consumer online sales of sustainable clothing and accessories. Products include sweatshirts, t-shirts, hoodies for women, men, and kids, as well as accessories like caps, beanies, socks, mugs, and tote bags. They also offer gift cards (€20-150) and custom business orders for corporate clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Hilp designs, produces, and sells handmade sustainable apparel — sweatshirts, t-shirts, hoodies, and long-sleeve shirts for women, men, and children — distinguished by hand-cut appliqué designs applied to Oeko-Tex Standard 100 certified 95% cotton / 5% elastane fabrics. The assortment is complemented by accessories (beanies, caps, socks, mugs, tote bags), a digital gift card, custom pet portrait sweatshirts, and a separate custom business order service that produces branded corporate apparel. All clothing is made-to-order at the Aparaaditehas factory in Tartu, Estonia, to eliminate overproduction.

Product overview

Hilp is a sustainable fashion brand specializing in handmade clothing with distinctive applique designs. The product portfolio centers on sweatshirts, t-shirts, and hoodies for women, men, and kids, complemented by accessories including beanies, caps, socks, mugs, and tote bags. All clothing is produced in Estonia using 95% cotton and 5% elastane blends, with fabrics carrying Oeko-Tex Standard 100 certification for skin-friendliness. The brand offers made-to-order production to reduce waste, alongside custom business orders and personalized pet-themed products. Core differentiators include handcrafted applique work, sustainability commitments, and a distinctive animal and pop-culture themed design language.

Differentiator

Problem solved

Functional benefit

Brands

• SIURU: A sub-brand collection of merchandise for SIURU, a cultural center being established in Tartu city center, featuring sweatshirts, T-shirts, and caps.

Products and services

• Women's Sweatshirts and Hoodies Soft sweatshirts and hoodies made of combed cotton with brushed back side, featuring handmade appliqué designs; available in sizes XS to XL with 95% cotton / 5% elastane blends.
• Women's T-Shirts Breathable cotton t-shirts for women with handmade appliqué designs in sizes XS to XL.
• Men's Sweatshirts Comfortable men's sweatshirts with handcrafted appliqué designs made from high-quality cotton yarn.
• Men's T-Shirts Regular-fit cotton t-shirts for men featuring appliqué designs including wolf, fox, and cat themes.
• Kids Sweatshirts Children's sweatshirts in sizes 74–158 with ribbed crew necks and handmade animal-themed appliqués.
• Kids T-Shirts Cotton t-shirts for children in sizes 98–152 featuring playful animal-themed appliqués.
• Kids Long Sleeve Shirts Long sleeve shirts for children in sizes 92–128.
• Unisex Organic Printed T-Shirts Organic cotton printed t-shirts suitable for all genders, made from GOTS certified cotton with OEKO-TEX certified inks.
• Zodiac Signs T-Shirt Collection T-shirts featuring zodiac sign designs offered for both women and men.
• SIURU Sub-Brand Collection Caps, sweatshirts, and t-shirts featuring SIURU cultural center branding and bird-themed designs; a sub-brand collection of merchandise for the SIURU cultural center being established in Tartu city center.
• Beanies Handmade beanies made from 100% organic cotton featuring embroidered designs including cats, foxes, penguins, skulls, and devils.
• Caps Adjustable caps in various styles including Low Profile Vintage, Junior Organic Cotton, and themed designs with mother and animal motifs.
• Socks Premium streetwear socks featuring minimal designs with signature branding and embroidered graphics; made from cotton with Oeko-Tex Standard 100 certified yarns.
• Mugs Ceramic mugs featuring various animal and themed designs including Grumpy Cat, Sloth, Kitty, Hugging Animals, Best Friends, and coffee-themed prints; dishwasher and microwave safe.
• Tote Bags Eco-friendly tote bags featuring cat-themed appliqué designs.
• Gift Cards Digital gift cards available in denominations from €20 to €150, valid for 1 year from purchase.
• Custom Pet Sweatshirt Personalized sweatshirts and t-shirts featuring pet photos, created through custom embroidery; a free sample image is sent before production, and changes are complimentary until the customer is satisfied. Priced at €64.90 plus a €25 embroidery file fee.
• Custom Business Orders (Special Orders) Bespoke clothing service for businesses, including custom sweatshirts and t-shirts with company branding; appliqué decorations (more durable than prints), various colors and sizes, and skin-friendly Oeko-Tex 100 certified fabrics. Pricing €39–49 + VAT for sweatshirts and €32–35 + VAT for t-shirts, with a 50% prepayment requirement and ~14-day production after sample approval.

Quantifiable outcome

• Manufacturing waste reduction through made-to-order production
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core, strategic and minor.

• ESTO AScoreTechnology or IntegrationESTO AS handles payment processing for Hilp's online store. They transfer payment information (name, personal ID code or registry code, account number, amount, payment details, reference number) through banking links for secure transaction processing.
• AparaaditehascoreStrategic or Co-development PartnerAparaaditehas is the factory in Tartu, Estonia where Hilp sews sweatshirts and T-shirts. This partnership enables local EU production supporting the brand's sustainability and quality positioning.
• SIURUstrategicChannel Partner/ Reseller/ DistributorSIURU is a cultural center being established in Tartu city center. Hilp creates custom merchandise including SIURU-branded caps, sweatshirts, and t-shirts. Products feature SIURU logos and bird designs. Note: SIURU items cannot be returned or exchanged.
• Veebimajutus.eeminorChannel Partner/ Reseller/ DistributorWeb hosting company Veebimajutus.ee orders custom corporate clothing from Hilp, including sweatshirts and t-shirts with company branding. These are special order items that cannot be returned or exchanged.
• NaiskodukaitsjadminorChannel Partner/ Reseller/ DistributorEstonian Women's Voluntary Defence Organization commissions custom t-shirts with their branding from Hilp. This is a special design that cannot be returned or exchanged, indicating a made-to-order partnership arrangement.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kotn: Direct-to-consumer sustainable basics brand built around Egyptian organic cotton with certified supply chain. Comparable to Hilp in DTC-first model, certified organic materials, and transparency-led brand storytelling.
• ARMEDANGELS: German sustainable fashion brand offering organic and fair-trade apparel for men and women via DTC e-commerce. Comparable to Hilp in European sustainable-fashion positioning, GOTS/Oeko-Tex-equivalent certifications, and adult-focused DTC apparel catalog.
• People Tree: UK-based sustainable fashion brand selling handmade and ethically produced apparel and accessories through DTC channels. Closely comparable to Hilp in values-led positioning, small-batch craft ethos, and apparel-plus-accessories product mix.
• Toad&Co: US sustainable casual apparel brand selling responsibly made clothing through DTC and select wholesale. Comparable to Hilp in sustainability-led casual apparel with graphic/printed design language for men and women.
• Mata Traders: Fair-trade apparel and accessories brand selling handmade garments through DTC and wholesale. Comparable to Hilp in handmade production, fair-labor positioning, and small-team artisan-driven model.

Broad incumbents

• Patagonia: Industry-defining sustainable outdoor apparel brand with broad DTC and wholesale presence. Comparable to Hilp as a sustainability-anchored apparel leader but operates at vastly greater scale across outerwear, casual wear, and accessories.
• Reformation: Sustainable women's fashion brand selling trend-driven apparel through DTC retail and e-commerce. Comparable to Hilp in sustainable womenswear DTC positioning, though at far larger scale and broader assortment.
• Eileen Fisher: Established sustainable women's apparel brand with a long-running take-back/reuse program and DTC plus wholesale channels. Comparable to Hilp in women's-led sustainable apparel positioning but at significantly broader scale and product depth.

Emerging players

• Vetta Capsule: Small-batch sustainable capsule-wardrobe brand selling limited-edition apparel DTC. Comparable to Hilp in sustainability positioning and small-team DTC model, with overlapping focus on curated, lower-volume collections.
• Boody: Smaller sustainable basics brand selling organic-cotton essentials DTC. Comparable to Hilp in sustainable-cotton positioning and DTC-only distribution, though focused on basics rather than design-led apparel.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HilpDesign
• Instagraminstagram.com/hilpfashion

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hilp