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Craft

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.

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 began his brand while finishing his graduate studies at The Savannah College of Art and Design in 2015.

 

His work has contributed to exploring meaningful applications of technology in fashion including award-winning inclusive design for disability for Parson's research nonprofit, Open Style Lab, Fashion Week in Tokyo, and augmented reality showcased at The Metropolitan Museum of Art.

 

Today, he produces his inaugural collections from his studio in the New York City Garment District. Outside of his brand, Johnathan employs his skills in animation, illustration, and interaction design for instructional textbooks and creative direction for brands and presentations.