NORTHERNER IN LONDON

SOPHIE HIRD IS A BRITISH DESIGNER FROM THE NORTH EAST OF ENGLAND WHO EXPLORES THE RELATIONSHIP BETWEEN FOUND MATERIALS AND OUR PERCEPTION OF THEM.

 

HIRD PREDOMINANTLY WORKS WITH DISCARDED, SECONDHAND MATERIALS SOURCED FROM CAR BOOT SALES. UPCYCLED AND RECONTEXTUALISED, HIRD’S WORK AIMS TO CHALLENGE VIEWERS AND THEIR PERCEPTIONS OF THESE OBJECTS, OFTEN IN A TONGUE-IN-CHEEK WAY.

 

FOLLOWING THE SUCCESS OF HER FIRST COLLECTION, HIRD HAS COLLABORATED WITH A LINEUP OF BRANDS, INCLUDING ADIDAS, NIKE, UMBRO, SELFRIDGES, AND UEFA. IN ADDITION TO THESE COLLABORATIONS, HIRD’S WORK HAS BEEN FEATURED IN PUBLICATIONS SUCH AS BRITISH VOGUE, SOCCERBIBLE, HYPEBEAST, ELLE, AND VERSUS. HER WORK HAS ALSO BEEN WORN BY PREMIER LEAGUE PLAYERS JULES KOUNDÉ AND RODRIGO DE PAUL.