Hardem took its first steps in 2015 after a period of deliberation regarding the choice of name, logo, and brand concept that its founders, Nicolás Schirmer, Javier Santaliz, and Carlos Sánchez, wanted to define. Once they felt comfortable with these details, they registered the brand, and by the end of 2016, they were launching their first collection of sunglasses and reading glasses, which required an initial investment of $360,000.
“We identified two attractions in the sector: the classicism of the industry and the fact that glasses have ceased to be a technical object to become a fashion accessory,” emphasizes Schirmer.
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