Very rarely do my senses pull me towards anything materialistic shouting ‘Must Have!’. But I’m hooked! Merrimaking is a new fashion brand founded by two inspired young fashion designers [a recent philosophy graduate and a fine artist]. In an instant, they started a cult following with their amicable, animated animal hoods. There is something undeniably energising about their good-times fancy dress. Merrimaking Hoods are a perfect accessory for partying or festivals, immediately reviving a childish rush of joy. It’s hard not to feel a little lift when you see people wearing them. But aside from the originality and aesthetics, there is inspiration to be drawn from their zero-budget start-up story. This is a tale of two best friends playing around, and hitting on something brilliantly fun.