Siblings launch apparel logo loved by celebrities including Rita Ora and Taylor Swift – and they may be on route to make £three.5M this 12 months


Siblings who launched a clothing logo cherished employing numerous well-known faces have revealed they’re heading in the right direction to turn over £3.5 million by using the quiet of this year. Jade Goulden, 30, and her brother Grant, 27, each from London, co-based the world-over-acknowledged streetwear logo Jaded London in the summer season of 2013. Since then, their revolutionary designs and cutting aspect traits have earned them an army of dedicated social media followers and a movie star fan base, including Beyoncé, Rita Ora, Taylor Swift, Gigi Hadid, Paris Hilton, and Little Mix.

Taylor Swift
Now stocked in Topshop, Urban Outfitters, ASOS, River Island, and Selfridges, the pair are set to turn over a whopping £3.5M by the stop of this year. ‘Our first superstar consumer turned into Rita Ora – we had a non-public request for her to wear our credit card print co-ord, and he or she changed into really featured sporting it on the Daily Mail,’ said Jade. Grant brought: ‘When Taylor Swift wore our sequin bomber, this was our most famous piece for a couple of years – we sold eight,000 of them. Now our bestseller is our dragon denim and flame revealed dress.’The brother and sister duo have a family record in style and manufacturing. Their mother is a sales director at a large womenswear manufacturing enterprise, and their father works for an excessive road guys’ manufacturer.
‘Fashion is in our blood,’ defined Jade, who went to London College of Fashion to study Fashion Marketing. ‘Our grandpa changed into a tailor, and both our mother and father work within style manufacturing for excessive avenue shops, so all we’ve ever known is style.’

Jade quit her job as a customer at ASOS in April 2013 to release the clothing business.’ I have become a buying assistant at ASOS over the years,’ defined Jade. ‘It was nerve-wracking to leave my position to start something unknown that won’t work; however, we took a risk, and it paid off.’ ‘We observed an opening within the marketplace as streetwear changed into filtering down into high-end style, but nobody turned into definitely doing it at a low-priced fee factor, so we desired to release something that becomes particular that we ought to market to the masses.’

‘We additionally felt stimulated after seeing stars and Rihanna wear tracksuits for excessive-profile appearances instead of fashion designer attire.’ ‘I had just graduated from the University of Nottingham analyzing commercial enterprise, and while I was there, I sourced factories in Leicester that could make our clothes,’ brought Grant. ‘We’d like both journeys there to investigate and supply unique routes to fabricate our products.’Jade and Grant first had their imagination and prescience for the logo after noticing celebrities, including Rihanna and Rita Ora, wearing luxe sports activities. ‘We designed our first piece in the summer of 2013 and got our notion from all styles of avenues, but had been closely encouraged by street fashion in L. A and Asia (mainly Tokyo and Seoul),’ explained Grant.

‘We look everywhere for the idea, from graffiti to blogs, Instagram, and excessive-stop catwalk developments. We also went on a research experience to Korea, which was terrific.’ The commercial enterprise got underway with a loan of £20,000, which they placed into inventory and developing their internet site – and their hit agency, Jaded London, ultimately launched in the summer season of 2013.