About us

The name of the brand has an ambivalent interpretation. "Hours" means time, the intended meaning is that you can wear the versatile garments of the brand at any time, in any occasion. The letter "H," a silent letter, disappears and gives an additional meaning to the name, becoming the possessive adjective "ours." This play on words makes the brand feel like it belongs to anyone who hears it, to anyone who loves it, without distinction of gender or age.

The brand was founded in 2023 by the creative mind of 31-year-old Gemma Carlotta Surgo, who describes herself as having grown up with "SPAGHETTI and FASHION." In fact, Gemma entered the world of fashion at the young age of thirteen, working as a model. The project was born as a tool against the gender stereotypes imposed by society. This is because Gemma holds strong ideals of equality and declares herself against any form of social and cultural discrimination. Self-confidence, she states, is not a form of arrogance towards others, but a profound form of self-love. The brand speaks to the community without targeting a specific audience, except for those who love themselves and take care of themselves, starting with the most superficial layer of their being, which is clothing. The collection is designed for confident souls who love to admire themselves and be admired.Dear like-minded souls, this is your collection.

Our collection.Make it all yours, make it all hours!!!