Jaded London Brings Its Retail World Tour to NYC, Hints at Future Permanent Store

Jaded London is continuing its world tour with a new pop-up shop in New York City.

Open from now through the end of the year, the contemporary fashion brand has set up shop at 107 Grand Street in the heart of Manhattan’s SoHo neighborhood where its latest collection is on full display.

The company said that the seasonal store will serve as a community hub, playing host to a myriad of weekly events through its traveling “Smoking Room,” which will exist as a curated space for DJ sets, live performances, tattoo artists, and vintage resellers.

For Grant and Jade Goulden, the sibling co-founders of Jaded London, the new NYC pop-up feels like a homecoming.

“We love New York City, there is an amazingly organic synergy between Jaded London and the vibrant community in NYC,” the cofounders said in a joint interview. “The U.S. is also our fastest growing territory, now contributing to 40 percent of our revenue. We are on track for $100 million revenue and U.S. expansion is very much part of the strategy to reach that target.”

The Goulden siblings added that having a shop this time of year in New York is the perfect time. “We feel that this is a key time to have a physical space in New York – with holiday shopping, and as a community hub during one of the most popular times to visit New York, and to shop, of the year,” they said.

The founders also added that they would typically do a shorter-term pop-up of about ten days, but this season they decided to make it more of a semi-permanent retail space.

“This is so we can really program out the store as a center for community through the various programs happening in our Smoking Room,” they maintained. “We’ve curated the space so people can hang out and really feel it’s a space for community amongst themselves.”

Last weekend, the duo hosted a model casting for its men’s campaign, and the line had over 2,000 people in it. “We wrapped around the entire city block for half the day – it was wild and really incredible to see our community engaging with the programming we’re hosting,” they said. “We’ll take the learnings from this longer term in order to apply the data to potential permanent brick and mortar expansion that we’ve been exploring.”

As for if the team would open a permanent store in NYC, the founders said it could come in the future.

“The world tour has allowed us to truly test out our markets for more information on shoppers and retail concepts whilst also being able to provide the space for our community to come and enjoy the experience and see the merchandise in person,” the Goulden siblings added. “That touch and feel of the clothing is something we find so important especially as people make purchasing decisions.”