Inside the world of VLUSH, and its founder, De'Andre Hardy

Born and raised in Lynn, De’Andre Hardy is a graduate of English, and an alumnus of Raw Art Works, an arts organization that uses art therapy to inspire creativity and build confidence in young people. Starting at age 6, he spent 12 years with the organization, which helped him develop communication, leadership, and the courage to express himself.

Hardy is recognized for founding VLUSH, his clothing brand, and subsequently VLUSH FEST. VLUSH FEST is an interactive event that highlights local artists, designers, and models who are committed to fostering change and inspiration within their community. Hardy is currently enrolled in an eight-week AI robotics program at Middlesex Community College, where he is studying machinery, robot programming, and PLCs. He was encouraged to join the program by his mother. Upon completion, Hardy intends to work in the field while simultaneously continuing his fashion endeavors. Something else that has really driven Hardy is the fact that he’s got a baby boy on the way, due Christmas Eve, and that’s fueling both his creative and personal pursuits.

“That’s the biggest thing going on in my life right now… the reason I’m pushing forward,” Hardy said. “It’s not going to stop what I’m doing; it’s only going to make me go 10 times harder.”

FROM SUGGESTION TO REALITY: THE START OF VLUSH

A suggestion from his cousin would help create VLUSH: Hardy’s fashion brand that he founded in 2019. After his cousin proposed the idea of creating clothing, Hardy would pursue this idea further and put some money down to make it happen. Not knowing what to do at first, Hardy took a leap of faith on the idea and that yielded him good results.

Hardy’s initial offering was a black T-shirt featuring the white VLUSH logo on the front. He personally delivered the shirts around Lynn, and they sold out within a week. After, Hardy created sweatshirts that sold out within the first month. After four months of exclusively creating black-and-white designs, he expanded his clothing catalog to include color, create a green ski mask, a very popular item for the brand. He has since created more colorful ski masks, coming up to 11 colors as of now. VLUSH has expanded its clothing line beyond shirts and ski masks to include a variety of items such as sweatpants, shorts, overalls, long-sleeve shirts, quarter-zips, and even a backpack, among others. The brand currently has about 15 different products and over 40 unreleased designs. Until the baby arrives, Hardy is focusing on inventory at the moment, ordering in bulk and keeping it in his U-Haul storage: a space to have his own creative VLUSH bubble.

It’s not going to stop what I’m doing; it’s only going to make me go 10 times harder.
De’Andre Hardy

EXPANDING THE VISION: VLUSH FEST

Hardy began working on his clothing brand in 2019, putting in years of consistent effort. By his fourth year, he was invited to his first fashion show in Lowell. That debut led to more than 20 show invitations — and planted the seed for his next creative venture.

“My vision of clothing opened because I didn’t know that there was a community for the thing that I was doing… I thought, ‘Why don’t I just make my own?’” Hardy said. “With my own (fashion show), I added a twist to it, balancing out the artists, designers, and models so it’s not as if one is more favored than the other. You’re seeing all of the art.”

Hardy would make the jump with his new project with the help of Co-director Domonique Wood and Model Coordinator Amoi Smith, and in June of 2024, VLUSH FEST 1.0 would kick off at the Karma Lounge in Everett. Since last June VLUSH FEST has put on 11 more shows in places such as Lynn, Salem, Beverly, Somerville, Rhode Island, Connecticut, and New York, with plans of venturing outwards and exploring new locations. Hardy stated that he already has plans for the next 10 shows in his head.

Something Hardy said that makes VLUSH FEST stick out from other shows is consistency and that it feels like you’re at home and with family. Not stressing if people are doing something the right way, but wanting them to have fun and to be themselves. These factors are what Hardy believes makes the shows so successful. He measures success not by ticket sales but by whether participants leave happy and proud of their work. Hardy champions teamwork and community, believing that when photographers, designers, and artists share their work, everyone benefits. Hardy is dedicated to fostering growth and creating opportunities for local and emerging talent.

“The main part is just not changing things. If I said this is how it’s gonna happen, I keep it that way,” Hardy said. “Success to me is making sure everyone leaves with a smile on their face. They get their pictures, showcase their clothes the way they want, and I don’t limit designers on how many looks they can do for their set.”

MORE TO COME: VLUSH AND ZERENDEZVOUS

Hardy is scheduled to host an upcoming VLUSH FEST show on Feb. 28 at the CoFF33 Corp. in Fitchburg. This venue aims to foster creativity, innovation, and community by providing an inclusive space for artistic expression and collaboration. Unlike at previous shows, this time you’ll be able to attend for free. His goal is to get as many people in the room as possible and get more people to find out about VLUSH. For more information on the show, including the designer lineup, artists, and models, check out vlush.fest on Instagram as the show date nears.

“It’s growing really fast, and I feel like I can’t stop it,” Hardy said. “If I was to stop it, it wouldn’t make any sense. I’m not doing it for monetary reasons; I’m doing it to create something for the community.”

Before the show in February, Hardy teamed up with Lynn’s MVHCO to present ZERENDEZVOUS. Not just a show, but an intriguing world of fashion, beats, and connection, ready for you to explore. ZERENDEZVOUS will take place on Nov. 22 at Trio’s Mexican Grill on 70 Market St. from 6-10 p.m. and will be hosted by Synsaya Williams with sound by DJ July. The event is 21+ with food and drinks available for purchase. If interested, RSVP for free to enjoy a night celebrating fashion, live music, delicious food, and meaningful connections.