Jaded London

SUMMARY

Jaded London is a UK-based street-style label launched in 2013 by siblings Jade and Grant Goulden. With its origins in East-London street style and social-media driven drops, the fashion brand has grown into a globally recognised direct-to-consumer business. Popular for its bold prints, Y2K influences, and viral moments, the brand offers both womenswear and menswear (under its ‘Jaded Man’ line).

HISTORY

Jaded London was founded in 2013 by siblings Jade Goulden and Grant Goulden, drawing on a family background in apparel manufacturing and trading. The fashion brand emerged from Jade’s prior experience as a buyer (for e-commerce and high-street fashion) and the recognition that streetwear was becoming mainstream yet remained underserved at accessible price-points.

In its first season the label launched with a small collection of printed T-shirts, hoodies, joggers and sweats, picking up wholesale orders from key UK high-street outlets. Over time the product range expanded into denim, outerwear, swimwear and accessories; production scaled from UK blanks into accredited factories in China and Turkey as the brand matured.

A pivotal moment came when Taylor Swift wore a sequin bomber jacket from Jaded London on her 1989 tour, it triggered a direct-to-consumer rush and an approach to viral marketing via celebrity exposure. Further momentum arose when the brand’s parachute-style pants went viral on TikTok (worn by stars like Hailey Bieber and Kylie Jenner) and sold over 200,000 units in a short timeframe. The brand has also embraced pop-up retail experiences and global expansion: for example launching pop-ups in New York, collaborating with influencers and leveraging social media to build hype. While no large‐scale acquisition has been publicly announced, the company remains privately held and has scaled via reinvestment, recognising that 90% of its revenue comes from DTC, with only around 10% from wholesale.

In terms of growth benchmarks, Jaded London moved from a few million pounds of turnover to tens of millions: by 2023-24 turnover was estimated at around £40 million and ambitions set to hit £100 million by 2027. Along the way the brand has been featured in industry rankings of fast-growing UK companies. Over the years the label has released themed collections (such as Y2K throw-backs, clubwear, denim capsule ranges) and embraced collaborations (for example with US influencer and brand founder Sydney Carlson via her Wildflower Cases brand).

VISION

The founders articulate a clear vision: to build a brand that empowers young consumers to express their individuality and attitude through bold fashion. As Jade Goulden said, the brand was conceived because “streetwear was filtering down into the mainstream but no brands were really doing it well at an affordable price-point.”

Jaded London’s vision emphasises the fusion of club-culture, social-media energy and global street style: it aims to be at the heart of youth culture, reacting quickly to trends and enabling wearers to stand out rather than blend in. The brand is grounded in digital-first thinking, with drop-model launches, viral moments and direct engagement with consumers rather than traditional seasonal fashion cycles.

MISSION STATEMENT

Jaded London’s mission is to create accessible, trend-driven fashion that empowers 18-35-year-olds (both men and women) to showcase their personality and attitude through extraordinary pieces. The brand emphasises bold prints, distinctive silhouettes and accessible price-points so that fashion becomes a tool of self-expression rather than conformity. A second aspect of the mission is to remain culturally relevant and agile: the company commits to fast turnaround, leveraging social media, micro-influencers and viral moments, reducing the lag between trend and availability. Thirdly, Jaded London maintains a direct relationship with its community, prioritising direct-to-consumer channels, meaningful experiences (such as pop-ups, events and limited drops) and building a loyal brand tribe. The brand is intent on building lifestyle credibility as much as product credibility.

KEY TEAM

• Jade Goulden — Co-Founder & CEO (Women’s business)

• Grant Goulden — Co-Founder & CEO (Men’s business)

• John Goulden — Partner (father of founders; involved in company operations)

• Paula Cummings — Co-Founder & Partner (business partner to John Goulden)

• Stephen Geater — Chief Financial Officer (appointed to support next phase growth)

PRODUCTS AND SERVICES

Jaded London offers T-shirts, hoodies, joggers, crop-tops, dresses, denim, outerwear, swimwear and accessories. The brand’s hallmark is bold graphic prints, distinctive silhouettes influenced by Y2K and street culture, and accessible pricing aimed at the young adult demographic. Among notable collections, the brand’s throw-back to the 00’s collection showcased low-rise jeans, paisley headbands and bandana-inspired prints, referencing early-millennium icons like Britney Spears and Aaliyah. Another high-impact product moment came through the parachute-style pants that went viral online and reportedly generated over £8.5 million in sales.

AWARDS AND RECOGNITION

Jaded London has been recognised in the UK fashion and business press for its rapid growth and cultural relevance. It was listed among the fastest-growing UK businesses in The Sunday Times ranking, with significant year-on-year sales growth cited. The brand also achieved recognition for its DTC-drop model and viral marketing approach, being profiled in publications such as Vogue Business for its ambition to hit £100 million turnover and its effective use of social platforms.