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Brand to Watch: HARDEMAN

Posted in Style
by adakallgren on 9 August, 2017

Say what you like about 00s fashion, but with Sophie Hardeman’s namesake label it has officially come to conquer the full fashion spectrum down to our beloved daily denim. Fear not however – beyond the low rise cuts and elevating-by-embellishing ideas, the denim fashions some 15 years back holds a fun, optimistic notion which Hardeman has cleverly distilled into her non-conforming brand.
Defined by sculptural shapes, textured detailing and trompe d’oeuil effects, Hardeman’s denim designs come in sizes ranging from XXS to XXL with no reference to gender. Keen to challenge what’s perceived as “normal” to wear, the designer encourages her men and women to dress in whatever feels good on their body and own it, regardless of style and fit.
Featuring non-models, Hardeman promotes her collections through stunning fashion films nodding to denim’s deep-rooted cultural relevance. With the everyday staple as her chosen medium, she hopes to promote non-conformity to audiences beyond the fashion fanatic – and her quest to challenge the taste dictates of the fashion system ties in well with denim’s disobedient story. This is how HARDEMAN is reinstating jeans as the poster child of clothing rebellion.

Pics borrowed from @hardeman

Brand to watch is our regular dispatch of standout upcoming labels merging ethics with aesthetics.


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