pub:
	echo -ne "\x68\x65\x6c\x6c\x6f\x77\x6f\x72\x6c\x64" | mosquitto_pub -h mqtt.solarmon.ru -p 8883 --cafile ~/dev/homekit/misc/mqtt_ca.crt -u user -P password -t "hk/my/topic" --will-qos 1 -s

sub:
	mosquitto_sub -h mqtt.solarmon.ru -p 8883 --cafile ~/dev/homekit/misc/mqtt_ca.crt -u user -P password -t "hk/my/topic/#" -v -F %X

also see man mosquitto_sub(1) for -F (formats)