Photos: Jasper Johal. Hard Tail’s founder, Dick Cantrell, “Blows the Doors” Off of Made-in-USA Yoga Fashion (with Hot-t-t adverts).

Via Waylon Lewis
on Aug 10, 2008
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All photos—and art direction—by the amazing yoga photographer Jasper Johal.

Part of a Series: This is What Effective Advertising Looks Like.

As a yoga/ecofashion/etc magazine publisher, I’m a great fan of simple clean evocative ads that don’t clutter up the page, or the eye. Some of the best yoga ads out there are via LA-based Hard Tail, the yogawear maker. Since they don’t advertise in elephant, you won’t have ever heard of ’em, of course. But aside from gorgeous ads, their clothes are all MADE in USA, giving them a B on the ecofashion-ometer (They may not be organic, I don’t know how fair-labor, but at least they’re not shipped halfway across the world to be made by folks making 1/108th what we do). Here’s a few for your enjoyment—you know they gotta be pretty-pretty if they inspire me to give their ads attention for free…

Preparing for this in-depth scholarly blog, I read Hard Tail’s ABOUT page…and check this out. I want to hire this bio-writer to do one for me:


Focused and intense, businessman Dick Cantrell exudes a fighter pilot cool that is highly creative and positively charged. The lifeblood of Hard Tail’s evolution from sportswear manufacturer to premium denim guru is rooted in the southern California lifestyle and its easy, relaxed, and casual lineage. He is first and foremost a sportswear pioneer who creates clothing that reflects the natural, sexy and sporty individuality of women today. Upon launching Hard Tail 15 years ago, he transcended the original premium tee-shirt by creating tattoo-inspired designs that provided an edgy twist. He never got lost in anyone’s opinion as to what Hard Tail should be.
Cantrell blew the doors off the sportswear industry 15 years ago with the launch of Hard Tail by turning contemporary sportswear into casual, comfortable and chic urban-wear.
“Always made in the U.S.A” is not just a mantra, but a fundamental personal philosophy to Cantrell. His integrity hinges upon keeping the source of his inspiration and construction pure in order to keep standards and quality high.”

I gotta meet this guy: fighter pilot cool?!

You can find Hard Tail at stylee yoga boutiques all over the West Coast, and online. Check ’em out. And tell ’em to support the hippest indie eco yoga magazine this side of Silver Lake.


About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. | His first book, Things I would like to do with You, is now available.


18 Responses to “Photos: Jasper Johal. Hard Tail’s founder, Dick Cantrell, “Blows the Doors” Off of Made-in-USA Yoga Fashion (with Hot-t-t adverts).”

  1. Caroline says:

    I think I could write you a better one…

  2. Casey Wood says:

    I’ve been following their ads, too. I’m just spellbound every time. Can’t take my eyes off of them and want to buy every color or every style each and every time I see their ads. That’s great advertising. WOW. thanks for writing about them. And making a place where I could steer my friends to see a bunch of these photos in one spot! whew, what great images.

  3. matt says:

    So glad they are keeping production domestic.

  4. (another note: i tried to come back and show this to someone else and couldnt remember the name of the company. which makes me think these ads arent so "effective." at least not to me.)

  5. […] in a Series: This is What Effective Advertising Looks […]

  6. I fullllly agree with you, Rod–Hard Tail has great, fun, sexy yet empowered ads…for women. We've complained in many posts and articles about the dearth of mens wear in yoga. That said, we blokes only represent 20 percent of the market—and most of us wear smelly old shorts and tees. We're not buyers. That's reflected in the market. So, as with many things, we have to begin by pointing at ourselves.

    Still, it could be a badge of pride that, at least when it comes to yoga, men aren't avid consumers! Buying less is green!

  7. […] Kathryn Budig for Toesox (click for photos), and his exquisitely attractive yet tasteful work for Hard Tail’s remarkable advertising campaign (click for photos). Here’s a small sampling. For more, including his fashion, nude, and dance […]

  8. […] favorite Kathryn Budig’s (nearly) naked ad campaign for Toesox, he photographs and designs Hard Tail’s gorgeously clean, minimal ad campaign, and if we were still publishing elephant magazine, instead of, we’d […]

  9. Isabelle says:

    I had never heard of the brand, I am starting a online shop for yoga clothing in Denmark and would love to have Hardtail

  10. […] suggested HardTail: @yoga_mydrishti @nerdyyogini Indeed Hardtail are cute! Are they […]

  11. studio owner says:

    it's because they do not make clothes for men anymore…
    who better than some amazing yoginis to sport them?

  12. candicegarrett says:

    I love their ads, they are very eye appealing. Almost geometric.

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  16. Sarah W says:

    Been wearing hard tail for about 15 years. Pieces that are 15 years old are still holding up. I reluctantly threw out my beloved turquoise om symbol t-shirt because it was so stretched out from wear. Wish that they would make that t-shirt again. Just love their clothes. They have a pretty amazing store in LA I hear.

  17. Kristin says:

    wish they would ship to Canada! Or else list canadian retailers carrying their line on the site… guess that means a roadtrip in the spring!

  18. Ang says:

    Been a customer for a decade… and they’ve always had these ads? Mostly for their retailers to put out… Don’t get it (this article). Anyway – someone said they hadn’t heard of them: they have flagship stores at the promenade in Santa Monica and a show room in Miami. You can also buy at many boutiques and in Nordstrom!