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Brand to watch: Jaded London

Made entirely in the UK, short-order label Jaded London offers a fresh take on streetwear with its bright prints and streamlined silhouettes.

The unisex brand was founded by former Asos buyer Jade Goulden and her brother Grant Goulden. Its most popular pieces include neoprene sweatshirts, while T-shirts with matching shorts or pencil skirts also stand out. Fun prints include geometric shapes, checks and motifs such as lipsticks. The brand’s debut summer 13 collection was picked up by Selfridges, Topshop, River Island, Urban Outfitters and Harvey Nichols. Order books are still open for spring 14, with a lead time of three to four weeks. Wholesale prices start at £9 for vests, £10 for T-shirts and £22 for macs.
020 7580 8519 www.jadedldn.com

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