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 by means of 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 within the summer season of 2013.
Since then, their revolutionary designs and cutting aspect traits have earned them an army of dedicated social media followers together with a movie star fan base – which includes Beyoncé, Rita Ora, Taylor Swift, Gigi Hadid, Paris Hilton, and Little Mix.
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 maximum 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 director of sales 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 where she studied 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 in a bid to release the clothing business.

‘I become a buying assistant at ASOS for just over years,’ defined Jade. ‘It was very nerve-wracking to leave my position to start something unknown that won’t have worked, 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 together with 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 become there I sourced factories in Leicester that could make our clothes,’ brought Grant.
‘We’d both journey there to investigate and supply unique routes to fabricate our products.’
Jade and Grant first had their imaginative and prescient for the logo after noticing celebrities which include Rihanna and Rita Ora wearing sports activities luxe clothes.
‘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 using 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 these days 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 a hit agency Jaded London changed into ultimately launched in the summer season of 2013.