About Hootli

Proudly made in Luxembourg

We produce beautiful, timeless pieces made from the best finest yarns in uniquely colors.

Our story

We have become one of Luxembourg˙s best-loved and most successful modern brands. Established in 2012, we have steadily grown into a fully fledged fashion accessories label with our own distinctive viewpoint - highly individual, elaborated, immensely wearable and made in Luxembourg.

Every year our owner, founder and creative director Nicole Hansen creates an ever-growing range of headwear and accessories using only the finest yarns, such as cashmere, alpaca, merino wool and Tencel.

We remain true to our quirky, slightly sophisticated self, while moving with the turn of fashion˙s wheel each year. We now have a completely refaced online store and several boutiques stocking our brand.

Our philosophy

Ethical has never been an option at Hootli. It has been a fundamental value of the business since we started in 2012.

The company is 100% privately owned and the business focus is determinedly “buy local”, the key element being that all our goods are made in Luxembourg.
The company is run personally and democratically and this ethos extends to customers, many of whom became good friends of Hootli in relationships built on commitment, trust and honesty.

Hootli is all about slow fashion. We produce beautifully made, timeless pieces from high quality yarns. We appreciate the idea of buying less and making sure each piece is special. In the retail business, we are seldom in that our entire collection is made in Luxembourg. By supporting Luxembourgish manufacturing, we can react to customer˙s need quickly.

We want to bring the best products of the highest quality to our customers. To that end, all of Hootli designs are made in Luxembourg.

At Hootli, we believe that people should think about buying less, timeless and high quality pieces that last and can be enjoyed for more than one season. Hootli is about giving the customers quality designs to wear with pride for many years to come.

Nicole Hansen

Nicole Hansen


Nicole Pauline Hansen is the owner, founder and creative director of Hootli. Nicole studied interior design at the local Lycée technique des Arts et Métiers. Having been brought up in an entrepreneurial sewing family, Nicole was always keen to run up her own business. When, in July 2000, her first daughter was born, she dedicated a lot of her time to creating kids clothes and accessories. Through the years, she gained experience in a few different fields of the fashion industry. This experience sowed the seed for her future and the founding of Hootli.