Define: Hardihood (här’ dē hood’)
n. A. Resolute courage and fortitude
B. the trait of being willing to undertake things that involve risk or danger

Sure you can label them whatever you want, but that name seems to bear more meaning than you may think. With design vision sprouting from culture and experience rather than cultic fashion obsessions, popular opinion barely matters to them anyway. We got to politicking with creative director of Hardihood Clothing, Angus Ayce Wong, to get a true, candid introduction to the company as a whole. With just a nucleus of 4 members, the team’s mission seems so ambitious, but evidently they continue to knock down storefronts distributing collection after collection to major retailers in Vancouver, not to mention across Canada. To all the naysayers, they say We Are What You Are Not, as for Hardihood’s coterie of clients and consumers they are quick to adopt them as kin of the family. The motto for them is sounding like persistence. chance-taking. and aspiration. And to hear that mixed with a meticulous attention to design quality is what turns a young brand into an iconic brand. At the rate they’re going currently, being barely 4 years into the fashion industry, it looks like they might be looking to get their feet into international storefronts sooner than later, but as Angus says, “baby steps”.

www.hardihoodclothing.com