When Holly Hojnoski rummages through the endless racks of clothing in one of Western New York’s many thrift stores, bright colors and bizarre patterns are what usually catch her eye. “What I am looking for is usually the stuff most people look at and cringe,” she admits. But with a certain amount of confidence and five years of experience under her belt, Hojnoski always makes it work.

Holly Hojnoski is the 28-year-old designer and seamstress behind Holly Hue, a Buffalo-based fashion line. She has an eye for style and a foundation of personal values and ethics around which she models her business. By stocking the shelves of boutiques both within Buffalo and in shops throughout the country with her one of a kind men’s and women’s do-it-yourself clothing and accessories, she has managed to round up quite a following. Hojnoski’s brand logo is an open pair of scissors, blades pointing upward; a heart shape displayed directly above, nestled in the angular nook.

Oftentimes, the secondhand world doesn’t afford buyers the luxury of being choosy when it comes to sizing. The perfect fit is hard to find, unless a dash of creativity is tossed into the mix. For Hojnoski, this is never a problem, as she has always been willing to snip and sew. “I liked taking these finds apart to see how they were made and then to make them fit me,” she says. Her enthusiasm and patience led her to cultivate her sewing skills until she created her first truly original piece: the hip-zip.

Holly Hue’s hip-zips are reconstructed tops for men and women, featuring a left side-zip closure. These garments can take the shape of either hoodies or track jackets and they come in several styles, each of which can be further customized. The several variations include a baseball style with contrasting colored sleeves, cowl neck hip-zips, cropped hip-zips, and even kids hip-zips with fun themes.

The original hoodie design includes layers of colorful geometric shapes and patterns reminiscent of ‘80s skate and surf styles, from which Hojnoski draws much of her inspiration. While the items featured in boutiques are designed entirely by Hojnoski, she welcomes customer requests and full customizations online at hollyhue.com. Unique, one of a kind looks can be achieved using vintage tees and screen printing, if desired. With seven boutiques displaying Holly Hue’s hip-zips, they are her most widely known creation. “I always say to try on a hip-zip and see if it feels like home, as dorky as that sounds,” says Hojnoski, who spends about two hours sewing each top and countless others gathering the necessary materials to achieve the ultimate cozy fit.

As a full-time elementary school teacher in Buffalo, Hojnoski initially saw her designing as more of a weekend hobby than a career. Only after receiving a great deal of encouragement from friends did she consider creating her items for the public and selling them for profit. “If they wanted these hoodies, then I wondered, why wouldn’t more people?” Already involved in the music scene, it was easy for Hojnoski to get her merchandise on the market, selling hip-zips to raise some extra pocket cash. As a vocalist and keyboardist in the Rochester hardcore band The Hue of Two, Hojnoski was able to tour the country, her hip-zips in tow.

“I have always been part of a punk scene and my values have always been DIY,” says the designer. Years ago while working at a thrift store, Hojnoski was able to see firsthand the value of recycling materials rather than buying new. A colored-tag-discount junkie, she seeks out the best deals in town, proving that fashion doesn’t always have to come with the inflated price tag. Keeping production costs down by assembling everything herself allows Hojnoski to sell her hand-sewn garments for a reasonable price, relative to others on the market. “I am a consumer too. I know how much materials cost. I know how much my time is worth.” These principles make Holly Hue clothing accessible to the average middle class person who desires something made just right; something made specially for them without sacrificing quality for reasonable pricing. As a designer and an artist, Hojnoski focuses on reaching as many people as she can with her work rather than limiting her audience by hiking up prices as others in the DIY world sometimes do. “I am real,” she promises. “No gimmicks.”

The first retail outlet through which Holly Hue clothing was distributed was Sweet & Dirty, a women’s clothing and candy boutique in Buffalo. Since its opening in 2005, the boutique, located on Potomac Avenue off of the Elmwood Strip, has featured Holly Hue designs between other locally-made items. Her work hangs from the rungs of pink chairs which are mounted on the store’s walls.

Erin Habes, the store’s owner, has always dedicated a large area of selling space to Hojnoski’s hoodies and purses. Habes thinks highly of the brand. Sporting numerous Holly Hue creations, including several hoodies and a leopard print dress, she’s a product-promoting fashionista. “This kind of thing is what makes my store so unique,” she comments, “Everything is one of a kind and girls just love the exclusiveness.” With Sweet & Dirty being the boutique that sells the greatest amount of Holly Hue goods it is easy for Habes to recognize the loyal following that the designer has amassed and, as Hojnoski sees it, there’s nothing better than supporting local independent businesses. With a 60-40 profit split, the deal is sweet for both parties. Hojnoski credits Habes with part of her success. “She has a beautiful, successful store which is very tough for independent entrepreneurs to obtain in these times.”

Holly Hue Clothing can also be found in boutiques in Georgia, Massachusetts, Vermont, Illnois, and other areas of New York. Renegade Handmade, a Chicago boutique that sells independent designers’ work, counts Holly Hue among them. Hojnoski’s newest designs are displayed at the three Renegade Craft Fairs in Chicago and Brooklyn each year, boasting “hundreds of applicants and tens of thousands of shoppers from all over the country and abroad” per fair. Her designs have also been displayed within the boutique since its opening in July. Sue Daly, owner and collaborator of Renegade Handmade, makes note that Holly Hue happens to be the only vendor carried within the store that sells reconstructed items.

While a designer can’t reveal all of her secrets, Hojnoski offers a tip or two about her thrifting strategies. “To be honest, I switch up where I go,” she says, “If I go to the same thrift store consecutively and I feel that it’s beginning to feel picked over I won’t go there for a while.” She also suggests checking out thrift stores within the smaller towns throughout Western New York for some interesting finds.

Holly Hue Clothing continues to grow even though Hojnoski has discontinued the addition of any new consignment shops to her list of sellers. Now, she works to keep the boutiques that she currently stocks up-to-date with her latest styles while simultaneously filling any online orders that are sent her way. “I’m a one woman show, I do it all…I’m my own personal sweatshop!” Hojnoski says. “But I wouldn’t change it for the world. I am my own boss, being creative and artistic all while living off my hobby and passion.” In the future, Hojnoski hopes to open her own boutique. Until that day, she will continue to grow.

Habes has no doubts about Hojnoski’s design talent. “Since I first started carrying Holly’s items, I’ve noticed a definite growth. She’s becoming more stylized. She’s becoming a greater designer all the time.”