ICBRKR EXTRAORDINAIRES: Meet Alex Tymann & Anna Rauch, Co-Founders of Hēdoïne

Welcome to our ICBRKR Extraordinaires Series, where we periodically highlight one extraordinary ICBRKR. Our community is our backbone, and we’re proud to bring together such a passionate and engaging group of people. ICBRKR: MEET YOUR GLOBAL COMMUNITY. ⚡️

Today, we introduce you to Fellow Foodies, Music Lovers and Global Explorers, Alex Tymann & Anna Rauch. This fierce and fiery duo co-founded the sustainable fashion brand, Hēdoïne, and together, they are challenging the status quo of female fashion. Their first innovation is the reinvention of tights. High quality, durable, and sustainable tights that leave women feeling sexy and confident while preserving the environment. Find out what compelled them to leave their jobs in finance to launch Hēdoïne and what energizes them to keep realizing their mission in our interview below.

We’re hosting Alex and Anna on ICBRKR’s IG Live this Wednesday, April 7th to discuss all of this and more. Join us at 7PM London | 1PM New York | 10AM LA.

Alex & Anna, let’s start from the beginning: What is Hēdoïne and what are you aiming to achieve?

Alex: We are on a mission to redefine modern femininity and women’s fashion essentials. We believe that strength is sexy, boldness can coexist alongside femininity and being a bit of a badass is just way more fun. Therefore, we founded Hēdoïne — a fast growing female-led brand that is on a mission to elevate and celebrate strong, bold, uncompromising women, Hēdoïnes, while crafting the world’s most innovative, sustainable and premium fashion essentials.

What a combo, and certainly a worthwhile endeavor! What inspired you to start it and how did you get things off the ground?

Alex: Anna came to visit me around NYE in 2016/17 in Berlin. One evening, we were wondering why we knew so many cool, adventurous, ambitious, fun, life-loving women, but no brand that captured this persona. They were either too serious, too girly, or too… you name it. We both had the same vision of what a modern feminine brand should look like. Only then did we discuss the products we wanted to improve and innovate. This is how the journey started; half a year later we quit our jobs in finance and jumped headfirst into the biggest and most joyful adventure of our lives.

Love those moments! It’s one thing to experience them, and quite another to take the leap and act on them. What energizes you?

Anna: Bouncing ideas with like-minded people really gives me an energy boost. A great book that I am currently reading is The Honeymoon Effect - The Science of Creating Heaven on Earth by Bruce H. Lipton. He uses quantum physics to explain the concept of positive vibrations.

Ooh, we’ll have to check that out. As members of our extraordinary community, what would you say you like most about ICBRKR?

Anna: Definitely the community. The time and place it is offering to be surrounded by good energy, being able to make new connections, and letting the spirits fly. Not to mention the music and other events like meditations as well as sound healing sessions. Very grateful for that!

And we’re grateful for you! Speaking of music, what’s your favorite song right now?

Anna: Aldebaran, by Armen Miran — my daily zoom out zone!

Alex: For me it’s Tarlabasi by Oceanvs Orientalis. Great memories!

You both identified as Global Explorers. What is your favorite city and why?

Anna: It depends on the time of year and occasion; I love variety. And there are still so many places I have not been to, with Zanzibar, Japan and Iceland at the top of my list. For skiing, I like Megeve or Bansko. I haven’t been to Verbier yet, so that’s another place I’d love to see. For me, home is Gdańsk, and seeing my grandma. She is almost 90 and still going strong!

Alex: London, but generally I love variety and travelling — there are so many places to explore!

Very true, indeed! How about your favorite food, and top restaurant recommendation in your city?

Anna: In London, it’s a tough one! There are so many good choices. I recommend Louie (West End), Cache Cache (Soho), Gold (Notting Hill), Veeraswamy (Regent St), StreetXO (Mayfair), Meraki (Fitzrovia), and The River Cafe (Hammersmith).

Alex: The list in London is endless! Here are the first 3 picks that come to my mind: Barrafina (Soho), Casa Cruz (Notting Hill), and Beast (Marylebone).

Such good recs, can’t wait to explore these again! Last question, a classic: what is your guilty pleasure?

Anna: Picantes — brought them to perfection during lockdown! And sour Haribo Gummy Bears! I don’t understand why it took them almost a century to launch them.

Alex: Mushroom coffee (not so magic), best paired with a blueberry muffin.

Mmm, delicious. We love what you’re doing, Alex & Anna. Thanks for sharing your journey and mission with us. See you on IG Live this Wednesday!


Use ICBRKR to connect with Alex & Anna and other extraordinaires in LA, New York, London, and around the world. If you think you, or a fellow ICBRKR friend, make for the perfect feature, hit us up at info@icbrkr.com!

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