Hailing from Los Angeles, HRTND is a new up-cycled high fashion label that you need on your radar; led by designer Jeff Anderson this streetwear label is one of the finest examples of how sustainability and upcycling are one of the most exciting categories in the fashion industry right now. 

HRTND is about upcycled luxury suiting and outerwear pieces that influence modern culture. It incorporates handmade pieces that stand out, start conversations, and allow the wearer to tell their story through style. Using a range of textures and fabrics in each design, the layering gives an exciting depth to each garment, giving the collection great versatility. 

Anderson’s authentic craftsmanship, eye for eye-catching lines and shapes, and ability to draw in references from fashion, music, and individual street style through several generations have born a brand that presents individuality, quality, and uniqueness. 

”Surprisingly, the brand had rather simple and coincidental beginnings. When asked how HRTND came about, Anderson says, “I was going to a friend’s birthday party and didn’t have a gift. I sat down and drew a multi-layered sleeve with a heart on it and told her I would make her something. I will never know why I drew that… it just came to mind. I have always had a creative side, but I guess it just really started to develop that night when I began thinking outside the box. It was also the first time I was asked to make something from scratch completely. So, I created my take on the military jacket and was thrilled with how it came out. Shortly after, the military jacket evolved into my collection and has become a staple piece ever since but [my designs are] always unique and custom.”

”Anderson is a true fashion innovator and is re-inventing the concept of upcycling and working on new fabrication techniques to develop custom, one-of-a-kind pieces. He tells us why he’s passionate about sustainable fashion: “Besides the obvious environmental issues, I love finding unique and interesting pieces that are lost treasures. I am discovering a new take on upcycling, and I want to be a part of creating a new genre of fashion that focuses on truly authentic, designer, one-of-a-kind, and vintage pieces that will never exist again. It’s what makes the process of upcycling so special. You connect two different worlds, concepts, and even eras of time, and they somehow fit together beautifully.”

“I spend hours, weeks, and months sourcing vintage pieces, one-of-a-kind t-shirts, quality fabrics, and designer items and, in my own way, collaborate with them artistically, again bringing both the inspiration from the time period of the original piece together with modern culture, influence, society, and icons…some pieces only need minimal adjustments or I will add small touches that I feel are not just tasteful and modern, but emulate the value and respect of the originality of the piece as well. Other pieces require a bit more love, which is why customization is the key to my brand.”

Photography courtesy of Phillip Graybill.

HRTND is gearing up for early production and preparing for the brand launch during a highly exclusive presentation during New York Fashion Week in September. The event will be published on the official CFDA Fashion Calendar and is set to include over 20 new designs, for which the finishing touches are currently taking place. 

“We are very excited to have launched our new website www.hrtnd.com where you can shop the collection. As for me, my life right now revolves around creating new pieces and my brand is just developing and growing on its own. We have so many different new ideas, silhouettes, fabrications, shapes, tailoring, and of course upcycled renditions for upcoming collections.”

Jeff Anderson