The Gstaad Guy sits down with Jade and Grant Goulden, the siblings behind Jaded London, the boundary-pushing fashion brand that has built a devoted global following by moving at the speed of culture and refusing to wait for permission, to explore what it truly means to turn instinct into a business. From running operations on WhatsApp to personally delivering clothes to Kylie Jenner, theirs is a story of agility, nerve, and an unwavering focus on product above everything else.
The conversation gets into what it means to identify a trend before it has a name, why trust between co-founders who are also family is both the greatest asset and the greatest test, and how the distinctly London approach to style became the brand's most powerful currency. Jade and Grant speak candidly about hiring the customer, the discipline of doing things differently when the industry pulls towards convention, and why moving fast without a plan is only reckless if you do not know what you stand for. Energetic, unpretentious, and sharply observed, it is a conversation about boldness, timing, and what happens when two people back each other completely.
Filmed at The Twenty Two (London), Gingko Suite.
(00:00) Intro ✨🎙️
(02:03) Marketing At The Speed Of Culture ⚡🌍
(02:38) Awareness Of Culture 👁️🌍
(04:25) One Unified Team 🤝💪
(07:39) From Idea To Product 💡👔
(09:21) Starting A Fashion Brand 👗🚀
(18:04) The "London Look" 🇬🇧👔
(21:48) "Hiring The Customer" 🛍️💡
(25:06) The Jaded Woman & Man 👩👨
(27:39) Family Business 👨👩👧👦💼
(29:18) Working With A Sibling 🤝❤️
(36:50) Designing The "Parachute Pant" 👖✨
(39:14) Personally Delivering Clothes to Kylie Jenner 🚗👗
(41:21) "We Didn't Have A Business Plan" 😅🚀
(43:10) Agility & Hustle ⚡💪
(48:48) Collaborations & Influencer Marketing 🤝📱
(55:00) Fashion Trends 👗📈
(58:37) Stepping Into The Fashion World 👔🌟
(1:03:03) Doing Things Differently 🔀✨
(1:06:15) À La Poubelle vs. Fantastique 🗑️✨
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