The World Needs Hedoines.
WE’RE HERE BECAUSE WE BELIEVE THAT STRENGTH IS SEXY, BOLDNESS CAN COEXIST ALONGSIDE FEMININITY - AND BEING A BIT OF A BADASS IS JUST WAY MORE FUN.
Inspired by the incredible women we have met - and continue to meet - we want to bring a new reality to the forefront, and new meaning to modern femininity.
We challenge the status quo and we do things our way. We empower, we elevate and we celebrate strong, bold Hedoines.
This is modern femininity.
TIGHTS NEEDED A SERIOUS UPGRADE
When we see something is broken, we fix it
Struck with a brand vision, and inspired by the support from our community of Hedoines - it was 2017 when we left our jobs in finance and called a very important weeting (wine meeting). As natural problem solvers, when something is broken, we fix it. Think of the most annoying necessity? Sagging, pinching, laddering, lunch-break wasting. We were having a ‘tightbulb’ moment, it was time to reinvent tights.
PIZZA, ESPRESSO & TIGHTS THAT MAKE YOU FEEL GREAT
The annoyance of poor quality tights took us to the land of experts – hello Italy. See also pizza, gelato, espresso and wine. We were there for the tights though, promise. We started by hunting down producers that could meet our so-called ‘ambitious’ demands - apparently tights were doing just fine. Cheap to produce and nobody anywhere too worried about having to throw them away every five minutes. Apart from those who had to wear them.
We wanted to create something different – tights that make you feel great and that wouldn’t add to the world’s ever-growing throwaway culture. Enter our first ever product - the world’s first 20 denier ladder-resistant tights which we launched at the end of 2018.
The Hedoines behind Hedoine.
POLAR OPPOSITES, BOTH HEDOINES
Meet Anna & Alex
Now you’ve got the brief on why we’re here, you’re probably wondering who we are. We’re Anna and Alex. On paper, we look similar. Career women into killer heels, good martinis and laughing. A lot.
But great relationships require some complimentary (outright polar opposite) traits. Anna is guaranteed to jump headfirst into positive news and lives by the motto more is more. Alex, to put it succinctly, does not. Alex will weigh up the realities like a pro and remind Anna not to invite herself for an interview with Oprah just yet. And don't even get us started on how we take our coffees.
WE’RE HERE TO ELEVATE & CELEBRATE YOU
We’re different but we’re both Hedoines, connected by a vision to elevate and celebrate all of you… and to bring you much better fashion essentials!
We hope you enjoy wearing our tights (ideally while taking on the world).
Supported by a strong team of industry experts
Former CEO Jimmy Choo, Senior Board Advisor Coty
Former CEO Wolford
Founder & Former CEO HelloBody
Performance Marketing & Global CRM Allbirds
Former Global Supply Chain Director Nike
Partner Cavalry Ventures
Dr. Stephen Weich
Former CEO Flaschenpost
Former CEO Cartier & Louis Vuitton
Founder Dress for Less
Narrative Advisor & Brand Expert
Founder Better Ventures
Morten Toft Bech
Founder Meatless Farm
Partner Claret Capital
Partner Heptagon Capital