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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.
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.
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.
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 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).
To avail a 25% discount on all items, click on this code during your purchase.
To enjoy a 15% discount on your entire order, click on this code during the checkout process.
To receive a 70% discount on all items, click on this code when making your purchase.
To avail an 80% discount on all items, click on this code during your purchase.
To enjoy a 90% discount on your entire order, click on this code during the checkout process.
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