London born street fashion line Hardware LDN blends grimy London alleyways with mainstream urban fits. From snapbacks to jackets to jewelry, Hardware LDN designer Jessica Horwell captures the effortlessly chaotic fashion that oozes out of London’s gutters and gives all of us a chance to look good without “trying.”
Started in 2012, Hardware LDN has exploded on the scene with celebrity endorsements from Rita Ora, Jessie J, and Cara Delevingne. The 25 year old designer drew inspiration from the dirty, damp, and slightly emo subcultures from the streets and alleys of London. Borrowing ideas from punks, skaters, rockers, metal heads, and urbanites Jessica Horwell highlights the real rawness of her beloved home town.
Their marketing understanding is definitely not beginner. They’ve created awesome videos showcasing their latest “Trailer Trash” collection that encompass great music and visual effects that superbly showcase the clothes. Bravo!
Hardware LDN is on the rise and looks to bring London’s unique style to stores stateside in 2014. For now you can get your Hardware fix off their Wazala store at www.hardwareldn.com.
