Craft
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Striving to achieve beauty that is better, Johnathan Hayden creates rotating staple styles with new couture techniques for women who want clothing that last lifetimes and its patronage support those who construct it.
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As a social enterprise partnering with non-profit organizations, the brand works to establish benevolent manufacturing of ethical handwork supported by local sourcing, research, and production.
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Philosophy
A deep love for user-experience based design is integral for Johnathan. Balancing inspiration from artists, his background as a musician, and an inherent mixed cultural identity, his creation of versatile luxury ready-to-wear separates attracts the attention of fashion-loving women in
STEM related careers. Intent to dress the modern intellect, he designs for those who navigate the world brain before body.
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Having shown a capsule collection in Monte Carlo at 19 during his undergraduate studies at The Art Institute of Dallas, Johnathan Hayden officially launched upon receiving his MFA from The Savannah College of Art and Design in 2015.
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His work has contributed to exploring meaningful applications of technology in fashion including award-winning inclusive design for disability for former Parson's research nonprofit, Open Style Lab, debuted at Tokyo Fashion Week, and augmented reality showcased at The Metropolitan Museum of Art.
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In partnership with Harlem's Fashion Row, he has worked with LVMH and Tommy Hilfiger bringing his design talent to these brands' platforms.
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​Today, he shows his inaugural collection at New York Fashion Week.