Every step marks a fresh start, carving a path where dreams ignite the heart. Introducing the new HARD Collection. “Marking our seventh anniversary, we’re not just celebrating time—we’re celebrating an odyssey of growth and transformation while staying fiercely true to our core. Our new mantra, “Southern Realities,” plunges into the essence of our brand, binding us to the South in a way that is both deeply rooted and daringly rebellious.”
The South transcends geography; it’s a state of mind, a vibrant culture, an emotive experience, and a distinct approach to navigating life. It speaks of community, genuine authenticity, and a pace that’s leisurely yet profoundly intentional. It’s where innocence flirts with sensuality, and raw, unfiltered reality takes the spotlight. “Southern Realities” is a symphony of warm, nostalgic comfort and an insatiable desire for discovery.
“This October, we’re reviving your beloved classics, ΣΑΓΑΠΩ + ХАРД, and simultaneously unveiling two new lines that represent the perfect mix of time-honoured favourites and avant-garde innovations.”
Join HARD as the brand steps boldly into the future, where Southern realities meet the vanguard of style and substance.
Art Director: @yiorgos.mesimeris
Photography: @marios_sgs
Fashion: @ginetaiantilipto
Models: @n.movssa, @ace_models_athens, @johannes_.knop, @agenciamodels_athens
Grooming: @efi_ramone, @beehive_artists
Production: @hard.clo
