Top 5 Underrated Streetwear Brands!
Meet the brains behind white-hot new streetwear label, Jaded London
Ever dreamed of packing in your day job and starting your own fashion label? Many do, but few actually go ahead and do it. Meet Jade Goulden, who did exactly that in the summer of 2013...
Having worked at various design houses such as Burberry and Vera Wang, and most recently as a buyer for ASOS, Jade decided to go out on a limb and do what she’d always dreamed of. A year later Beyoncé was photographed wearing Jaded London. If that isn’t inspiring, we don’t know what is.
Marie Claire meets the woman behind one of London’s hottest street label…
Why did you decide to start your own clothing label?
We set-up Jaded London in the summer of 2013. After two successful years working at ASOS I decided to use the business skills I had learnt and my commercial eye to take a big risk and start my own label. My family have worked in the fashion industry for three generations. I have grown up around the business and learnt the trade from my father. I saw the growth in the market for streetwear so decided to develop an exciting range for a young demographic. My brother, Grant, graduated university at the same time, he has a far better knowledge than me of men’s fashion and trends so we decided to work together to develop a unisex brand.
How did you go about starting up?
We began with designing 20 prints based on current trends. We then sampled these designs in several UK factories. As a start-up brand, minimizing costs was crucial so we pulled a few favours and shot the samples on friends in a skate park in Camden to produce our lookbook. We set-up a website with all our imagery and then cold-called buyers to start selling the collection.
How did your experience as a buyer help you?
It gave me a great commercial eye and helped me to understand what the consumer wants rather than designing solely for my taste only.
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