Check out the 70s vibes
Jaded LDN has released a new collection in collaboration with model and influencer Nathan Hopkinson, A.K.A Curly Fry.
The collection launched on Sunday, May 23 and features a large selection of unisex 70s inspired avant basic pieces.
In total, the line includes an array of accessories and homeware pieces, as well as: two jackets, ten pairs of jeans, two cardigans, two sweater-vests, two pairs of trousers, suit blazer and matching trousers, three polo shirts, two ringer tees, and a velour tracksuit set.
As well as being a collab between Jaded and Curly Fry, the collection is in collaboration with a small group of independent UK-based ‘homegrown’ accessory and homeware brands.
The small businesses featured in the collection are: jewellery brand Katherine Scarlett, West Yorkshire based crochet brand Crochet to Ewe, London based jewellery brand Baby Shroom, and knitwear and homeware brand Emilie Flora.
A collaboration between small businesses and giant fast fashion brands is something we haven’t really seen before.
Typically brands tend to collaborate with other big brands, like when Jaded LDN created a range of shoes with Buffalo in 2019, because brand recognition essentially equals more sales.
It is surprising that Jaded LDN have latched on to the USP of supporting small businesses, a selling point potentially equal to that of big-name brand recognition.
We asked Georgia Devlin, 22, small business owner and founder of jewellery brand Retired Cool Girl, her thoughts on Jaded LDN collaborating with small brands.
Shop the new collection here.