Jaded London was established in 2013 by former fashion duo Jade and Grant Goulden. With both having a previous background in fashion and working with brands such as ASOS, the two created a brand to help uplift the “filtering down” streetwear style.

Going into the brand competition, Jaded London took the smart route of going into the social media side of advertisement. Since most of their customer demographic is in the younger age range, between 16-35, social media is a great way to expand their company’s consumer rate to a wider customer range.