Fierce Unicorn, which made its first major debut at Pride Day 2019, is the brainchild of HARTZAK, a Bristol-based clothing company for bears of the LGBTQ+ community.
Run by married couple Kike Areitioaurtena and Alex Galindo and their business partner Steve Kay, HARTZAK was founded in 2013 using Kike’s talent for graphic design, Alex’s marketing knowledge and Steve’s retail experience. Six years on, the launch of Fierce Unicorn is a natural progression.
“We’ve participated in Bristol Pride for several years now,” says Alex, who is also a part-time lecturer at UWE Bristol. “We realised that many people outside of the bear community would come to us and they say ‘do you have t-shirts for lesbians? Do you have t-shirts for families? Do you have t-shirts for women?’ and at the time, we would say no. So, we created a new brand.”