Become your best self
HIDEUS is for ambitious individuals navigating modern city life - pursuing their mission to become their best self.
The brand story
From design studies to a shared vision.
Founded by Marc and Merlin during their design studies in fashion design (Merlin) & product design (Marc) in Hannover, HIDEUS emerged from a shared vision: to reimagine urban life through innovation and collaboration through function over shape.
We were always interested in optimizing daily live through technology & experience . But we felt there is a missing link when it comes to apparel.
The brand story
The vision became real.
After Merlin turned back from Adidas, finishing his internship as an outdoor apparel designer in 2021 - they both started with the work on a new kind of apparel that should be build around functionality and shelled by minimalistic logoless garments.
What had begun as a students project, eventually became a brand - to connect people, open the perspective for innovation, and make daily moments feel like personal transformation.
In 2023, we launched our first concept collection, combining technical apparel, digital storytelling, and sustainable materials. Crafted initially from the small studio in Hannover, they created a 18 piece collection of functional styles.