We didn’t set out to be called Hard Lines.
Long story short: we had a different name at the start (hands up if you remember Outpost). But it turns out, someone else had that name first. Should we have checked? Yeah… probably.
A clash, a misstep, something we should have seen coming. Oops.
“Hard Lines” is one of those phrases you throw out when things don’t quite go your way. It’s a shrug it off and carry on anyway kind of moment.
The more we think about it, the more the name makes sense for us. Because this brand was never built on smooth starts or perfect plans, it’s been a bit messy and a lot of figuring it out as we go. We’ve faced our fair share of setbacks and pivots along the way. Getting it wrong and doing it again, but better.
Hard Lines isn’t just a name we landed on. It’s the story of how we got here. 10 years later and we don't think this name could suit us better.
P.S it’s Hard Lines not Hardlines.
