Alternative Classics

Once upon a time...Hartford

Imagined by Yves Chareton in the United States in 1979, the Hartford project revisits American wardrobe classics, bringing them a twist of modernity. A decisive meeting was to launch the adventure, when a New York manufacturer sold him old stocks of Oxford and chambray fabric that were impossible to find on the market and which were ideal to make the first vintage-inspired Hartford shirts.

The studio returned to Paris a few years later. The brand structured itself and began its commercial development: the collections grew in size and became synonymous with faultless materials and style.

By mixing European influences with a very west coast casual style, the brand quickly gained cult status on both sides of the Atlantic. It’s not surprising that Bruce Springsteen and Eric Clapton soon became unconditional fans…

Since then, the brand has kept pace with the times while preserving its cherished family values.

A very US casual chic style


Hartford collections are steeped in the spirit of the 60s, from California to the Hamptons, from folk rock to the beginnings of surfing. They are also impregnated with the images of the creator’s childhood home in the Landes region of France, tucked between the Atlantic Ocean and its wild dunes. Hartford became the brand for lovers of the sea and adepts of a chic and casual lifestyle.


At Hartford, the "Classics" aspect is to be found in the fabric and the cuts: the garments are made from the finest European fabrics, such as French linen, cotton fabrics from Albini in Italy, Maruwa in Japan, or Liberty.
The "Alternative" stands for amusing and elegant details, such as the tiny Hawaiian dancers embroidered on a shirt, Tahitian flowers on swim shorts, or polka dots on a skirt… An indispensable touch of humor.

Timeless Collections

Hartford today offers a complete and modern wardrobe for men and women of all generations. Fine and true classics designed to become absolute must-haves!

Loyal to its initial vision, Men collections are a subtle mixture of casual style and refinement. It includes emblematic pieces such as button-down shirts in Oxford or denim, military or unstructured jackets, pleated pants and not to mention vintage-inspired swimwear.

Now a Hartford essential, the Women collection borrows menswear fabrics to offer boho-inspired, urban garments. Shirts and tops, printed shirts, straight or boyfriend pants, suit jackets, or wool peacoats: this is the Hartford woman.

The Kids collection resumes the codes of Hartford : a casual wardrobe, the importance of fabrics and cuts, with a fun touch of color or trendy prints.

Beachwear - from the Hamptons to the Landes

Beachwear comes naturally to Hartford. Between American casual, Californian landscapes, the sun of the Landes and the chic of the Riviera, the collections are designed as lifestyle clothing to wear from the beach to the city.

In this collection, you’ll find men’s plain or print swimwear and women’s tunics, always using fine fabrics like linen for the shirts, t-shirts and shorts, and all in colors that immediately evoke summer vacations.

International Renown

The most prestigious international retailers very quickly fell under the charm, including Le Bon Marché, Merci and Club 55 in France, Isetan in Tokyo, Barney's in New York, Ron Herman in Los Angeles and Mr Porter online.

Today, Hartford collections are distributed in over 1000 points of sale throughout the world. Regular collaborations with brands like J. Crew or Club Monaco have enabled Hartford to open its studio to international designers.

Hartford also possesses a network of ten brand-owned boutiques: in the Marais, Place des Victoires and Saint-Germain des Prés in Paris, in Bordeaux and Hossegor, but also in St Bart’s and Turkey.


Nos boutiques


Our World

Fine and true essentials designed to become absolute must-haves