In early 2010 I was invited by a mutual associate to meet with the owners of the Hardy Amies brand regarding their entry into the optical market.
Sir Hardy Amies (1909-2003) is a fashion icon; a designer best known for pushing the boundaries of what fashion was and what it could become. He made history in 1961 by staging the first ever men’s ready-to-wear catwalk show, and his creative spirit and versatility as a designer is evident in the various projects he undertook. He served as official dressmaker to Queen Elizabeth ll for more than 40 years and over the course of his life he tailored suits for the England 1966 World Cup winning team, the 1972 British Olympic squad, and designed the visionary costumes for Stanley Kubrick’s groundbreaking film ‘2001: A Space Odyssey’.
However, after his death in 2003, the Hardy Amies brand significantly diminished in influence and awareness and In 2008 it was acquired by Fung Capital, who's management company - No.14 Savile Row Management Ltd - proceeded to invest heavily in the brand, fully refurbishing Hardy Amies House on Savile Row and establishing Hardy Amies as a contemporary menswear brand which proudly acknowledges its heritage and the legacy of its innovative founder.
As part of the rebirth of the Hardy Amies brand, 14 Savile Row asked me to create two premium eyewear lines to accompany the grand launch of the new Hardy Amies:
The Signature Series - much like the couture apparel - was a high-end, superior quality collection of individually numbered, limited edition frames and sunglasses handmade in Japan. Benefiting from unique, custom designed details and exceptional materials, this was a highly targeted collection made available in only the most exclusive independent outlets and optical boutiques,
The Mainline Series - much like the ready-to-wear apparel - was a high quality collection of more accessible optical designs, made in Italy and also benefiting from bespoke features.
Launching in 2012, the Hardy Amies eyewear collections enjoyed huge success and critical acclaim, and I went on to produce a total of 4 further collections for the Hardy Amies brand.