Hard
Brand DNA
Clothing for stylish, prestigious, and ambitious men. Subdued street style, minimalist silhouettes, basic color palette, and impeccable quality.
Concept
Founded at the crossroads between Asia and Europe, HARD has evolved since 2013, blending Ural’s resilience with the city’s dynamic lifestyle, local culture, and global trends. The brand maintains its distinctiveness while pushing boundaries each season to improve.
Brand History
The brand has been in Yekaterinburg for over 5 years, but its current recognizable style and masculine vibe were established after a rebranding in 2023. Shifting its target audience from teenagers to a more mature and prestigious demographic, HARD has clearly defined its Ural character: driven, ambitious, and conscious. The brand joined the Ural Fashion Group and significantly upgraded the quality of its products, which are now produced at its own high-tech facility.