Founded in Santa Monica, California, in 1991, by Dick Cantrell, this premium sportswear and denim fashion house stands out in the crowd because of its delicious color palette and signature design elements. The classic roll down pant is still the top selling product because of its enduring cut and shape that flatters any body. Hard Tail was conceived on the notion of premium tee-shirts with tattoo-inspired designs evoking that inner rockstar. The evolution of mobility, spirit and color had begun. In 2004, the company began manufacturing a high-end denim line built on the same tenants of quality, style and comfort—you really want to live in these jeans.
Hard Tail is known industry-wide for having the best “dyeing” process. The deep, rich and fruity colors that created are no accident, but rather a complicated, intricate process that remains a “family secret.” Cantrell’s business philosophy, “always made in the U.S.A.” is a natural progression stemming from his Air Force fighter pilot days. His discipline, determination and true grit are the building blocks of legends—and the building blocks of legendary brands.
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