Jaded London is a London-based fashion brand inspired by global street style and targetting a Gen-Z consumer base. Founded in 2013 by sibling duo Jade and Grant Goulden, the brand seeks to build its community through pop-ups, community events and collaborations, such as with footwear brand New Rock and American womenswear brand Omighty. Worn by the likes of Beyoncé, Taylor Swift, Gigi Hadid and Cara Delevingne, the brand is stocked by Selfridges, ASOS and Urban Outfitters.
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