Hard 8 to Roll the Dice on Women's Line
The manufacturing of T-shirts in Los Angeles—like denim—is considered by some to be a fine art, and the managers behind Hard 8 Clothing say their company is living proof.
“Nobody treats a shirt like we do,” noted company President Victor Mizrahi (no relation to Isaac), who has made Hard 8 clothing in downtown Los Angeles for the past five years. “We do our own washing and grinding here. We don’t use blanks.”
The line is named after a gambling term in the game of craps, but the focus is on music, clubbing and the L.A. lifestyle. The styles and messages behind the line are quirky and a bit tongue-in-cheek. One shirt reads “Disco Balls” and features images of the faceted reflecting globes that were prominent in clubs during the ’70s. Another features a figure sporting a giant Afro and headphones.
Hard 8 shirts cater to the world of DJs, with their house music and international club hopping. Notable DJs such as Carl Cox, Tiesto, Sander Kleinenberg, David Vendetta and others are fans of the brand and wear Hard 8 tees from Milan to Moscow.
“The unique thing is a lot of these DJs just buy the product in the store like everyone else,” said Chief Operating Officer Richard Stern.
Mizrahi launched the label as a men’s line but is set to branch out with a new women’s line as well as a sub brand called Los Angeles 90015, named after the company’s zip code in the South Park area of downtown Los Angeles. The lines are set to debut to the trade at Project Global Trade Show this summer, with initial deliveries planned for October.
“Victor took his time to make sure everything was done right,” said Stern of the new categories.
One thing Mizrahi spent most of the development time on was achieving the right fit.
“Our fit is close to the body, but it’s not too tight for the American body like some European fits are. Yet it’s not oversize either.”
The focus on fit is evident with customers at Washington, D.C.–based specialty chain Universal Gear, said buyer Dustin Schedd.
“It’s a key selling point. Their designs are also fresh and new. Our customers tend to sway toward their semi-Goth looks with crests and shields along with studs and rhinestones,” he said.
Retailers also like the fact that Hard 8 is produced domestically, and new styles are produced every month, Stern said.
“Retailers don’t have facilities to buy way out now,” he said. “Their budgets have been eaten up. We can take care of the product as it’s being made. It gives us a leg up.”
Fit and fast deliveries will also be important when the women’s line rolls out in the fall. The company plans to carry down some key designs from the men’s line as well as develop specific ones for women on tanks, tees and dresses.
The 90015 collection will feature a “Born in L.A.” theme featuring designs such as silhouettes of downtown Los Angeles’ skyline. Wholesale price points range from $20 to $60.
“We’ll let the market take it where it goes,” Mizrahi said.
The Los Angeles lifestyle is also ingrained in the company’s culture. On Saturdays, Mizrahi opens up a section of the factory that has been turned into the Hard 8 Lounge, featuring music, fashion, art and mingling. Hard 8 ambassador and industry veteran “Lucky” Luke can be found entertaining the growing downtown resident population.
“It’s more about being social, not so much about selling,” said Mizrahi of the Saturday affairs. “The downtown crowd is hearing about us.”
The company’s niche in the music world also takes it to events such as the Winter Music Conference in Miami, where the world’s leading DJs and producers convene.
Mizrahi plans to keep to a simple growth strategy. Despite fluctuations in trends, he said jeans and tees will always be part of wardrobes, so the company does not plan to venture too far off its path.
