Supply & Demand
JD Sports Fashion · United Kingdom
Supply & Demand is a British athleisure and sportswear label owned by JD Sports. It offers men's, women's and kids' clothing inspired by urban culture, hip hop and grime.
| Owner | JD Sports |
|---|---|
| Country | United Kingdom |
| Category | Athleisure and sportswear |
| Own website | Launched May 2018 |
| Website | supplyanddemand.co.uk |
What is Supply & Demand?
Supply & Demand is the own athleisure and sportswear brand of JD Sports, the UK sports fashion retailer. The company describes it as the athleisure label providing men's, women's and kids' clothing "to the masses".
Products and positioning
The label is inspired by urban culture, with nods to hip hop and grime, and targets a young consumer. Its range includes:
- Jackets and hoodies
- T-shirts
- Track pants and other athleisure staples
Supply & Demand has collaborated with Manchester grime artist Bugzy Malone on two collections, reinforcing its links to UK music culture.
Distribution
The brand is sold in JD Sports stores and, since May 2018, through its own dedicated UK website, supplyanddemand.co.uk. JD Sports launched the site to reach consumers beyond those who can visit its stores.
Why it matters
Supply & Demand shows how a large sports fashion retailer can build an in-house label around youth culture, giving it a brand of its own alongside the third-party sportswear names it stocks.
Frequently asked questions
Who owns Supply & Demand?
Supply & Demand is JD Sports' own athleisure and sportswear brand.
What does Supply & Demand sell?
It sells jackets, hoodies, T-shirts and track pants for men, women and kids, inspired by urban culture, hip hop and grime.