Hemington

Hemington is a Turkish menswear brand operated by Nova Fashion Group, positioned as a premium shirting and tailoring label within the Turkish market rather than as mass fast fashion. Its stated approach pairs imported materials - extra-fine merino wool, pure cashmere, Egyptian Giza cotton and silk - with garment production in Turkey, a country with a long-established shirting and textile industry that also supplies European wholesale labels. Hemington operates multiple stores across Turkey rather than a single flagship, with locations including the Aqua Florya shopping center on Istanbul's European side, the Akasya mall on the Asian side, and the Armada shopping center in Ankara. The brand markets its collections around combining natural materials with an emphasis on fit and finish, targeting a customer who wants tailored basics rather than directional fashion.