Alex Naber & Hardeman

HARDEMAN is a genderless denim brand. The designs of Hardeman are inspired by traditional and industrial worker’s wear. She works with Americana-inspired fabrics like pinstripe, tie-dye and gingham.

Sophie is the creative mastermind behind HARDEMAN and she is an international rising star with shows in New York, Los Angeles and Paris. Her clothes are worn by celebrities like Rihanna, Beyoncé and Lil Nas.

Alex Naber is a poet and artist with Down Syndrome. He wrote a book called “Alex is a girl’s name”. Alex likes to cross dress, perform, rap and sing. Because Sophie lives in L.A. Alex has been working with the mother of Sophie, Els. And also with Merle, who is also the HARDEMAN family. We are very proud of this creative team.

Alex works in Atelier A93 in Almere. And because of his creative and genderbending personality he is the perfect fit for HARDEMAN. Who wants to make Alex a star just as big as Rihanna.


@Droog Amsterdam

Staalstraat 7-A, 1011 JJ Amsterdam

every day 12:00 - 19:00

Image from Alex Naber & Hardeman by OutsiderLand

Alex and Sophie Hardeman’s mother