Hardwick relaunches with new brand identity

American brand Hardwick Clothes just launched a new flagship website and a relaunch. The United States-based tailored clothing manufactuer is launching both of these new cases as a part of its new brand identity.

The relaunch is part of Hardwick's plan to grow its business due to steady seasonal increases in both wholesale and retail sales. The company also has a line in Saks Fifth Avenue New York City stores as well as at Dillards. "Re-shaping and re-launching the brand and the website are the final pieces of the puzzle. The most crucial element in this transition began with nailing down the make," said chief executive officer Bruce Bellusci. Both Bellusci and head of design and merchandising John Parenti will focus on rebranding Hardwick into a more modern, updated look and feel. Its fit offerings will include a Neopolitan-inspired trim fit, modern, and classic bodies.

The company, which was established over a hundred years ago, is moving towards a more millennial-favored aesthetic as well. "Tailored clothing's nostalgia factor and built-for-Instagram aesthetics have clearly struck a chord with a younger, more diverse, style-obsessed consumer," said vice president of marketing Chris Fleming. "We believe this consumer is itching to make a meaningful connection with a Made in America brand that has remained true to its roots – principles over profits – for 137 years." The new website launch is effective as this past weekend, available at Hardwick.com.