HARD to Present a New Collection at UF LAB Following Its Rebranding

The Ural brand was founded in 2013, but in 2024 the team decided to make changes to its concept — updating the logo and overall style. Now, HARD is focused on casual middle wear.

At the UF LAB Fashion Week, the brand will showcase stylish and functional new items. These pieces are designed for both business meetings and unwinding at the bar afterwards.

HARD’s clothing is worn by many celebrities, including musician Niletto, actor and comedian Arseny Popov, entrepreneur and blogger Zhekich Dubrovsky, hip-hop artist Seemee, and others. Even the Deputy Governor of the Sverdlovsk Region, Dmitry Ionin, was spotted in a HARD suit at the INNOPROM-2024 exhibition.