ELEVEN SIX + THE HARDIHOOD
ELEVEN SIX talks to the The Hardihood founders: Daisy and Leah, on what inspired their quest to create the most exquisite sugar free cakes that are as delicious to the eye as they are to taste! On meeting The Hardihood duo a couple of years ago we not only fell in love with their irresistible produce but the fun energy, passion and drive they both projected. The photo story is shot at their east London studio featuring some versatile ELEVEN SIX SS17 pieces that they enjoy for work and play!
Why were you inspired to start The Hardihood?
We gave up sugar together at the beginning of 2014 and realized that there was nothing on the market to that felt like an indulgence but didn’t look incredibly brown, bland and boring so we started to make our own at home! We wanted to make abundant cakes that not only tasted amazing but looked beautiful too. We started off in our home kitchens with a tiny blender, and raided our local health food shop for all their nuts, dates, cacao and superfoods.
What are the core values/mission statement of The Hardihood?
We make beautiful, nutritious, raw confectionary that is as visually stunning as it is tasting. We’re absolutely committed to offering a choice, not an alternative. If a Hardihood cake doesn’t taste as good as something your grandma would make then it’s not going to make the cut! No one else does anything that looks this good, tastes this good and is as good for you. As a company we believe in having fun, trying new things and sharing our findings. No preaching, no gloating, no waxing lyrical....just sharing passion with modesty and honesty.
What inspires you both day to day?
We know that The Hardihood exists within a growing market of food and drinks brands we believe it’s our creativity that that sets us apart. We’re incredibly passionate about the aesthetics, taking inspiration from lifestyle and fashion brands, especially in terms of minimalism and playfulness. In terms of how we behave as a company we’re inspired by practices that make us consider how we take care of ourselves, each other and the planet; yoga, meditation… even a touch of therapy are all things that affect the decisions we make and they way we choose to approach every day challenges.
What exciting future plans do you have for the Hardihood?
Just this week we have outsourced our production to a factory! This is an exciting step for us and something that’s been over a year in the works. The cakes will still be beautifully hand made but there will be more hands making them meaning we can get The Hardihood to more people. We’re currently working on a new product that will launch this summer, it’s going to be incredible! Watch this space! Scaling the business is important to us, we love what we do and enjoy the natural evolution that comes with growth. It means that no day is the same as the last, we’re constantly having to adapt and learn new skills. It’s can be challenging but usually it’s exciting!
What does the ELEVEN SIX brand mean to you?
When we first discovered ELEVEN SIX at the Woman show in Paris it was the quality of the yarn that kept us coming back for more. There’s something so luxurious about being dressed head to toe in baby alpaca. The neutral colors of the clothes and the upstate, autumnal tones of the look book kicks up visions of relaxed holiday living. Have you seen Big Little Lies? Nicole Kidman is phenomenal in it and her whole wardrobe should be ELEVEN SIX!
What did you select from SS17 ELEVEN SIX collection?
Daisy: I chose the ribbed Maryana cardigan for it’s relaxed, comfortable shape and clean linear aesthetic. It’s the perfect piece to throw over a simple outfit to create a chic elongating shape. I’m all about comfort in my day to day dressing, so this jumped out at me for its soft comfortable appeal. I also chose the Selby tank was the perfect versatile layering piece and the Tia crochet tunic for some modern eclecticness! Leah: I chose the Alima baby alpaca throw because I couldn’t resist the colors and then the white backless Athena sweater tank for its frayed edges and gorgeous peekaboo rear view. The Abby ribbed pants I owned from a previous season and have worn so much for work and play so to I loved updating my wardrobe with the pima cotton white pair!