In the ever-evolving landscape of global fashion, some brands transcend conventional design to create something truly magical. AXEL HARDY TM stands as one such visionary label, where artistic expression meets sustainable craftsmanship, creating garments that are as comfortable as they are distinctive.
The Designer’s Journey: From Small Beginnings to Golden Recognition
The story of AXEL HARDY begins in 1994, when designer Axel Hardy founded her first small company producing knitted dresses and blouses from organic cotton in natural colors. What started as a modest endeavor soon blossomed into an internationally recognized brand with a distinctive aesthetic that combines funky elements, lagenlook, boho-chic, casual-chic, and avant-garde influences.
The brand’s journey saw significant milestones when Hardy began partnering with a German company in 2000, presenting collections at major trade fairs in Germany until 2022. Between 2011 and 2013, participation in art exhibitions across the UK expanded her clientele significantly. By 2013, AXEL HARDY TM had reached American shores, being briefly presented at art exhibitions in the USA.
A crowning achievement came in 2018 when the Patent Office of the Republic of Bulgaria officially registered the AXEL HARDY trademark, featuring the intertwined letters AH in an infinity sign—symbolizing the brand’s philosophy of “ENDLESS IMAGINATION.”
Recognition has continued to follow this innovative designer. In 2019, she received the prestigious Golden Needle award in the Fashion Innovation category from the Bulgarian Fashion Academy. This was followed by a second Golden Needle in 2023, this time in the Artistic Fashion category. Most recently, in 2024, the designer was honored with a Certificate of Merit for Sustainable Fashion, highlighting her commitment to environmentally conscious practices.
A Sustainable Vision: Fashion That Respects Our Planet
Sustainability isn’t just a buzzword for AXEL HARDY—it’s woven into the fabric of the brand’s identity. The designer creates timeless pieces from biodegradable materials like pure hemp, linen, and cotton, ensuring that when these garments eventually return to the earth, they leave minimal environmental impact.
The production approach is equally thoughtful. Many designs feature seamless construction from rectangular pieces connected by cords—a wasteless technique resulting in unique, long-lasting clothing. The brand also embraces recycling and upcycling, breathing new life into materials that might otherwise be discarded.
“In 2024, I received a Certificate of Merit for Sustainable Fashion from the Academy of Fashion Bulgaria,” the designer shares proudly. “All my designs are made from timeless, long-using strong fabrics… When the style is unique, this clothing does not go out of fashion.”
The AXEL HARDY Aesthetic: Comfort Meets Artistic Expression
What makes an AXEL HARDY TM piece instantly recognizable? It’s the brand’s signature mix of knitted elements with static fabrics, creating textural interest and visual depth. The overlock is often decorative, made of yarn, and serves as a distinctive feature of the brand.
For summer collections, the designer carefully selects hemp, linen, cotton, natural silk, and natural viscose. Winter collections feature cotton, virgin wool, cashmere, alpaca, and natural viscose. Many garments feature double-faced designs and come in a universal size that flatters every body type and age.
Qualified professionals craft each AXEL HARDY creation in the designer’s small fashion house. From knitting to packaging, every step occurs within this closed circle of production, ensuring that each garment is truly one-of-a-kind. Extremely skilled masters of traditional craft hand-knit each model.
The Collection: Artistic Expression Through Fashion
AXEL HARDY TM Multi-Color Printed Dress
The AXEL HARDY TM Multi-Color Printed Dress showcases the brand’s artistic vision perfectly. This impressive maxi dress combines fine soft knit with special cotton fabric featuring two amazing prints: IMPRESSION and FLAME. The long stripes allow the dress to change silhouette and create different styles. Both artistic prints are exclusively designed for AXEL HARDY TM and painted by artist Laura Ora, L Art. Ideal for parties and special events, this dress makes a bold statement while remaining completely comfortable.
AXEL HARDY TM Multi-Color Maxi Dress
The AXEL HARDY TM Multi-Color Maxi Dress features a feminine silhouette with a corset-like upper portion and laces on the sides that flatter the figure beautifully. The lower part spreads smoothly, falling to one side with laces in the front. A black mesh knit short bolero completes the look. The dress features the exclusive FLAME print by Laura Ora, making it perfect for special events or summer vacations.
AXEL HARDY TM Ivory/Cream Maxi Dress
For timeless elegance, the AXEL HARDY TM Ivory/Cream Maxi Dress has become a favorite among many women. Its asymmetrical, draped front magically shapes the figure into a modern silhouette. The ivory version includes a hood, while a second option offers a dramatic petrol and black combination. These dresses are ideal for casual dates, work settings, or summer getaways.
AXEL HARDY TM Unique Patchwork Dress
The AXEL HARDY TM patchwork dress is iconic for the brand and represents the label’s waste-free production philosophy. Available in pearl, glossy gray, and a colorful patchwork combining white knit with the IMPRESSION print fabric, each dress comes with an attached bolero and a small scarf for the hip area. Made from high-quality fabrics, these patchwork gown creations are essential additions to any fashion-forward wardrobe.
AXEL HARDY TM Blue Cocktail Dress
For those special evenings, the AXEL HARDY TM Blue Cocktail Dress offers charming royal blue elegance crafted from fine luxury blend materials. This versatile piece blends fine knit cotton with pure silk and lets you switch up your style in multiple ways.. Perfect for special events or summer vacations, this blue cocktail dress promises to make you feel special, different, and absolutely comfortable.
The Flying Solo NYC Connection
When AXEL HARDY TM joined the Flying Solo family in early 2025, it marked a significant new chapter for this Bulgarian brand. Flying Solo’s unique platform—which champions independent designers and provides them unprecedented visibility in the heart of New York City—proved to be the perfect showcase for Hardy’s artistic creations.
The partnership has already yielded exciting results. Recently, the designer was thrilled to discover her silver set featured in FLANELLE MAGAZINE, styled beautifully by Jaqueline Lunkes. “When I checked my email and found these photos and videos, my heart was jumping with happy emotions,” shares the designer.
For Flying Solo NYC, AXEL HARDY TM represents exactly the kind of brand they aim to elevate—innovative, sustainable, and fiercely independent. The SoHo boutique setting provides the perfect backdrop for Hardy’s colorful, artistic pieces, allowing fashion-forward New Yorkers and international visitors alike to discover these unique Bulgarian treasures.
A Story of Resilience and Inspiration
Behind the AXEL HARDY brand lies an inspiring personal journey. Starting with just 2.50 Leva (approximately $1.50), the designer built her brand as a single mother facing numerous obstacles. This remarkable story of perseverance caught the attention of writer and journalist Teodora Koleva, who published a novel titled “The men in A.’s life” in 2023, based on the designer’s experiences.
“I decided to share my story to help women fighting for their life, to be successful and good mothers too,” explains Hardy. “But I got back so much love from many people, good vibes, and visits to my store to see me.”
The AXEL HARDY Philosophy
The designer’s message through her distinctive style encourages women to boldly express their individuality and uniqueness through their appearance. Each AXEL HARDY TM piece invites the wearer to embrace their personal style with confidence.
Whether it’s a multi-colored maxi dress, an elegant blue cocktail dress, or a sustainable patchwork gown, AXEL HARDY TM offers fashion that’s simultaneously artistic, comfortable, and environmentally conscious. From the bustling streets of New York to art exhibitions worldwide, these distinctive pieces continue to capture attention and inspire fashion enthusiasts looking for something truly unique.
For those seeking to stand out with thoughtful, artistic fashion that respects both individual expression and environmental responsibility, AXEL HARDY TM at Flying Solo New York is a destination worth discovering.