With her designs, Sophie Hardeman aims to turn daily routine upside down and challenge the public’s perspective. Questioning normality and examining what it means to feel at place formed the basis for her collections. Choosing convencional jeans as a starting point, Hardeman wants to create an everyman’s wardrobe that reinstales the jeans as true symbol of freedom, defying rigid ideas of gender along the way. Hardeman’s denim is liberared from any estructure of conformation and seeks to “let abnormal be the new sexy standard”.