Hartcopy's newsletter.

A statement of intent for our expansion beyond mere mood board.

Hartcopy was founded in 2020 out of a fascination for product, a love for culture, and an unwavering understanding of its infinite nuances. Ever since, we’ve made steps to go above and beyond the commonplace, throwaway nature of product-based instagram pages, encouraging our audience to slow down, read up, and understand what they’re buying. Here we are, three years in, with three book launches under our belt, two shoe collaborations, and a whole lot more excitement to come.

Our primary mission for Hartcopy is to now transcend its current form of “instagram page”, and flourish into a multimedia platform for like-minded individuals that have a yearning to consume information. The Instagram page will, of course, remain a staple for us, offering up daily content for its huge reader base, but we want to diversify, explore new content streams, and brand out from the very refined content we’ve already mastered and perfected. Be it a website, newsletter, other social media verticals, or in print, we want to cover more ground, create more content, and simply reach more heads.

This is a multi-stage attack. We don’t want to bite off more than we can chew — officially we’re still a team of 3, all in all — and we want to navigate this growth in an optimal manner. Growth is simultaneously exciting and daunting at the same time, and in the aim of doing so in the most sustainable way, we wanted to prioritise another content vertical that’d allow for us to explore some deeper, more enriching content streams. Our rigid format on Instagram is beautiful, refined, and a pleasure to look at, but it’s also rather limiting. Within the team, we interact with, and enjoy consuming content on a number of other topics — cars, watches, music, to name but a few — but making that work in our IG feed is extremely difficult. Not only this, but the reader on IG doesn’t have time, or functionality, to scroll through thousands of characters about such nuanced topics.

For this reason, we’re opening up a newsletter. It’ll be home to a host of verticals, both adapting on our IG content that we all know and love, as well as taking sideways steps with longer form articles we’ve wanted to write for so long. Not only this, we’ll be able to cover more than just sneakers, and dissect wider cultural moments rather than strictly product.

To start, it’ll be totally free to subscribe. In time, however, we’ll explore the opportunity to offer a paid tier, should it be a suitable model. Generally speaking we’re against, and wary of, the implications of putting content behind a pay wall, so would look to offer true value to paid subscribers in some way. We see similar creators offering paid models for content that is readily available with a simple google search, and want to avoid this in its entirety. This is all deep into the future, and nothing more than a consideration at this point, but having this space to talk freely gives us more opportunity to create an open dialogue between Hartcopy and our audience. We want a community, we want a conversation, and a newsletter is a great way for us to foster that.

So, for our most devout of readers that are finishing this letter, thank you for the ongoing, unwavering support, and we’re excited to present you with a new content vertical that you can enjoy on a regular basis. This is step one of a longer master plan, one that — we hope — can take Hartcopy higher and higher.

Best,

the Hartcopy team