Phard is described in Europe as one of the coolest and trend setting Italian brands. It offers a wide range of denim, clothing, knitwear, leather goods, shoes and accessories. The brand is largely influenced by "what's hot" NOW! Phard speaks to a young, determined and high demanding public. Each new collection reflects the taste for seeking unusual solutions and the capacity to combine continuity and renewal and it is so that the brand's typical freedom and freshness is achieved. Phard combines the Italian focus on good quality fabric and product technology with some of the most competitive prices on the market. At the moment, the production amounts to more than four million pieces of clothing a year. Fabrics are sourced in Italy, where the production is also carried out. Only the best quality fabric is selected and the attention to details is paramount. Phard has two main collections per year, Autumn/Winter and Spring/Summer. They also have two small Flash collections as Taste Testers for the up and coming larger seasonal collections. The opening of stores in the most important European cities (Paris, Berlin, Barcelona) in 2005 marked the internationalization of the group. There are many Mono-stores throughout Italy, France, Germany, Cyprus, Spain and Ukraine where it continues to grow in popularity. In addition there is a fast moving presence in London where the company spent a considerable amount of money in 2010 placing advertisement in 50 prime locations. It has only recently made its way to Australian shores and at this stage can only be found in one location in High Street Armadale where it is starting to make its mark on Australian soil. The label intself does not have an online store but the from what I hear the current Australian store, that carries this label, will be starting an online store to try and spread this great label further around Australia and to those remote fashionista's.
