Jaded London

A London streetwear brand, founded in 2013 by siblings Jade and Grant Goulden, selling colourful womenswear, swimwear and menswear.

About Jaded London

Jaded London is a London streetwear label. It sells colourful, urban clothing such as hoodies, joggers, crop tops, T-shirts, shorts and dresses, with womenswear and swimwear alongside a menswear line called Jaded Man. In a 2019 FashionUnited interview, the brand said its core customers are men and women aged 18 to 35 who are active on social media and enjoy festivals, gigs and holidays. The Sunday Times Hundred list for 2024 named it among Britain's fastest-growing private clothing companies.

Siblings Jade and Grant Goulden founded the company in 2013. Jade, a former Asos buyer who has also worked at Burberry and Vera Wang, leads womenswear and swim, and Grant runs menswear. She told FashionUnited she saw a gap for streetwear at an affordable price. The brand describes itself as willing to "break boundaries" through bold design. We did not find a formal mission or values statement beyond this, so we have not invented one.

The company is London-based, and the Sunday Times Hundred 2025 list also places it in London. In 2019 its clothes were sold through Topshop, Selfridges, Urban Outfitters and Asos, and Jaded Man through Topman and River Island, alongside its own online shop. That evidence is dated, and some of those retailers have since changed. The brand also helped revive SleazeNation magazine, according to Wikipedia. We did not find an office address.

In the 2019 interview, the founders explained that they prefer micro-influencers and gifting to paid celebrity placements and often repost customers' own photos on Instagram. That tells you about the working style: social media is central, and customers are treated as part of the brand's community. These are the founders' own statements. We found no recent material on culture or team size.

A streetwear label like this needs designers and pattern cutters, buyers who choose fabrics and suppliers, production and quality staff, photographers, stylists and social media creators, e-commerce and customer service teams, and finance and warehouse staff. The founders' own paths, from retail buying to running a brand, show that fashion careers often start in practical business roles as well as in design. Check the brand's website for what is open now.

What they do

• {'desc': 'Colourful streetwear for women, including swimwear.', 'title': 'Womenswear and swim'}
• {'desc': 'A menswear line sold under the same brand.', 'title': 'Jaded Man'}
• {'desc': 'Its own online shop plus, as at 2019, high-street and online retail partners.', 'title': 'Online and wholesale selling'}

Key facts

• Founded in 2013 by siblings Jade and Grant Goulden
• London-based; ranked on The Sunday Times Hundred 2024 and 2025
• Core customers aged 18 to 35 (2019 interview)
• In 2019 sold via Topshop, Selfridges, Urban Outfitters and Asos (dated)

Website: www.jadedldn.com