STYLE FIRST GENDER SECOND
There’s no reason why clothes should be ruled by gender. We want to encourage everyone to explore our complete collection, without being confined by old gender conventions. ‘A New Standard’ is about self-expression, inclusion and diversity. Placing style first and gender second.
“Fashion is all about personal expression, and in many ways it’s still restricted by old social constructions. We want to challenge those by bringing forward new perspectives and make space for diversity”, says Frida Bard, Creative Director at HOPE.
To experience the full range of our assortment, every HOPE garment is double size labelled, for example; ‘MAN 48 / WOM 40’.
The double size labelling works equally as a guide and a statement – to make dressing less gender-normative.
If you have any questions, don't hesitate to get in touch with our Customer Service Team via firstname.lastname@example.org