By now, it should have become clear that Amsterdam-based brand HARDEMAN isn’t one to follow the pack. Instead, the label is blazing its own trail when it comes to denim – reimagining the humble jean, blurring the line between gender, and having a lot of fun making short films while doing so.
Founded by Sophie Hardeman, who’d previously worked alongside Bernhard Willhelm and Meadham Kirchhoff, this week sees HARDEMAN release new film Rouge 66. Shot by LA-based director Ryan Maxey, who documents the stories of society’s outcasts in his experimental takes, Rouge 66 tells the story of an old man watching time tick by in his small town in the Netherlands, as he recalls his wild youth spent tearing through the American desert on his motorbike.
The short film gives off some serious 70s vibes, while bringing to mind moments from iconic movies including Easy Rider and even Fear and Loathing in Las Vegas, as it explores the feeling of freedom that comes from taking to the open road with no destination in mind. It also marks the first time the brand has teamed up with Maxey, as they continue to create offbeat cinematic shorts to demonstrate their denim.
And of course, HARDEMAN’s SS18 collection of the same name features heavily throughout, as founder Sophie switches out traditional biker leathers for faded jeans, jackets and more.