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.
Amason: ”We send files, emails and animals”
With the release of the first single from their upcoming album (and a virtual release party tonight), Swedish band Amason teams up with adidas and the new, more sustainable Stan Smith. The space of which the iconic shoe enters is one where the love of nature takes center stage. Make it last talks to the band about why they always end up with the animals.
Stan Smith, Forever
Always iconic. Now more sustainable. We’re proudly partnering up with adidas to show you the next generation of sustainable takes on the storied Stan Smith silhouette.
Make it last x Circulose® Jacket
Seven years into making Make it last, we’ve decided to launch our first product. This jacket is handmade in Laxå with fabric made with Circulose®.
The Edit: In Times of Boredom
"Inspired by times of boredom and from the urge to create something fun and hope to inspire others."