Designed in South London.

who's in it?

shop the gram

The sweary stuff

get it get it

as seen in

what the press are sayin'


Hoops + Chains is a London-based label specializing in playful pieces inspired by London culture. Taking cues from the U.K. rave scene, the brand’s bestsellers include area nameplate necklaces adorned with ‘South London’ and ‘West London’ plus tongue-in-cheek statement rings that say “F-ck You” or “B-tch.” Despite its British beginnings, the brand recently expanded its operations to the U.S. and Europe.

stylist magazine

This subversive necklace is a total mood – with one dice pendant engraved with the word ‘fuck’ and the second ‘it’. The tongue-in-cheek design is all about living your best life, making it perfect for that person in your life who never says no to another round of drinks or a last-minute weekend away. And did we mention that it’s 18kt gold-plated, tarnish-free and chip-resistant? Even more reason to wear it, and live by its mantra, every single day.

stylist magazine

Not quite ready for your silver jewellery era? We may already have 37 pairs of yellow gold hoops but we can’t resist this 18kt plated pair by Hoops + Chains. The ornate design reminds us of a Moroccan souk crossed with an Ibizan beach party, and the dinky 1.5cm size is ideal for easy everyday wear – pair with your other favourite gold earrings or opt to mix metals for an effortless ear stack.