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Hardman LondonOne line. Hardman London Ltd is the applicant on the filings, and the Latin word order is what the Chinese mark mirrors. Stacked, with LONDON letterspaced to the width of HARDMAN at a gap of half its cap height - open enough to read as deliberate, tight enough to still read as a word.
Hardman London

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Hardman UKHeavyweight, and it says so.Proper HardmanHeavyweight black cotton for a man who doesn't play by the rules.
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Stacked, with LONDON letterspaced to the width of HARDMAN at a gap of half its cap height - open enough to read as deliberate, tight enough to still read as a word.

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Provenance

Made properly

Made properly, in London. Five things that is true of, in the order that matters, starting with the one most brands would put last.

  1. 01

    The company is in London

    Hardman London Ltd is registered in Covent Garden and the brand is run from the city it is named after. That is the part of the name that is a fact about an address, and it is the only part that is.

  2. 02

    The garments are not made in London, and we will not say they are

    The blanks are made where blanks are made well and at scale: the jersey in Central America, the fleece in Pakistan, the knitwear in Vietnam. Printing happens at whichever facility is nearest the person who ordered it. A London label on a garment stitched elsewhere is a claim we are not going to make, on a page that exists to be trusted.

  3. 03

    What London actually decides

    The cloth, the weight, the cut, the colour, the placement, the size of the mark and what does not go on the garment at all. Every one of those is a decision, every one of them was made here, and every one of them is written on the product page rather than left to a photograph to imply.

  4. 04

    Printed when you order it

    Nothing is made in advance and warehoused. Your order is the instruction to make the garment, which is why it takes a few days rather than a few hours, and why there is no stock to clear at the end of a season and no reason to discount one.

  5. 05

    One name on one garment

    A piece carries HARDMAN or HARDMAN LONDON. Never both ranges on one body, never a second brand on the back. If you are wearing it, you can say what it is in one word.

In short

London is where the decisions are made and where the company answers from. It is not where the cloth is knitted, and a brand that would blur those two would blur the weight on a product page as well.

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