The Hidnander project reclaims tactile, dependable values for the fashion industry.
We rejoice in quality products and quality relationships: truth, substance and knowledge, communicated directly.
“Anti Icon” defines Hidnander’s creative approach. To conceal what other brands show.
Layers are obscured or disguised, a secret between makers and wearer.
Design employs mix-and-mismatch.
Icon products are stripped down and remade.
The internet is a mall. In every city people dress the same, homogenised by algorithm.
We are for the curious and the outliers, the disaffected and the individuals, for people who ask questions and lust for meaning.