Jaded London
Jaded London is a British streetwear brand founded in 2013 by siblings Jade and Grant Goulden. It makes trend-led womenswear, menswear and accessories and is known for pieces that go viral with a young audience.
| Founded | 2013 |
|---|---|
| Founders | Jade and Grant Goulden |
| Country | United Kingdom |
| Segment | Streetwear |
| Website | jadedldn.com |
What is Jaded London?
Jaded London is a streetwear label from the United Kingdom, founded in 2013 by brother and sister Jade and Grant Goulden. It has become one of the better-known independent British youth fashion brands.
Products and positioning
The brand designs trend-led clothing for women and men together with accessories. Its collections lean into bold, statement pieces and fast-moving youth trends, and Jaded London has been covered by Vogue Business for its ability to create viral trends. It sits in the accessible price bracket that suits its young, fashion-forward audience.
Growth
Jaded London has been listed by The Sunday Times among the United Kingdom's fast-growing private companies. Its approach has combined online sales with product drops and pop-up activity designed to build anticipation among its community. The brand has also taken part in culture-focused projects, including a fashion revival linked to the British magazine SleazeNation.
Why it matters
Jaded London is a case study in how a founder-led British label can use social media momentum and trend-driven drops to grow a youth streetwear business largely on its own terms.
Frequently asked questions
Who founded Jaded London?
Jaded London was founded in 2013 by siblings Jade and Grant Goulden.
Where is Jaded London from?
Jaded London is a British streetwear brand from the United Kingdom.