No, not hand graft, not hand craft, we are hardgraft, the name is an old British term for hard work. And boy, hard graft it is. We had no idea back then that our brand name would pre-determine our journey.
It all started in 2007 with one single laptop sleeve that we designed, handmade and published online. Since that day we have been growing a healthy, strong and long lasting brand organically. Our mission is to bring you products with depth. Products that we give time to develop into something good. A brand with a timeless nature.
WHAT’S THE DEAL WITH ALL THAT BROWN AND GREY?
For some reason we have a real soft spot for brown and melange grey. We are obsessed. For over a decade now our lives have evolved around these colours, different structures, different textures. Never getting tired of it, rich brown right next to cool melange grey just does it for us. Every time.
THAT LITTLE RED AND WHITE TAB
That little red and white tab you see on almost all of our products has a hidden meaning. It stands for the country where we met, the place that changed our lives: Vienna, Austria back in 2002.
DOWN TO EARTH AESTHETICS
hardgraft is a juxtaposition of two opposites, it's a combination of textures creating a tension whilst staying balanced. You will find that every hardgraft product has a calm aura, confident and content. It's not attention grabbing but you will find people noticing it. You will find that owning a hardgraft product makes you feel proud, confident, professional but also interesting, creative and unique. It feels grown up enough to go to board meetings but fits spot on in your creative studio. hardgraft is versatile without being bland. It's adaptable but always stands out for the right reasons.
We care as much about the aesthetics as making the product work, although we don’t get hung up on over-technical functionalities. hardgraft products are relaxed and casual with a real sense of beauty. They are cool and clever but not over-achievers that try too hard. Although the brand has a broad appeal we are not right for everyone. But we are the exact right and spot on perfect brand for quite a few of you. And damn, we are proud of that.
As a brand we always stay true to ourselves, constantly changing and evolving but always holding on to the good.