Iconic knitwear brand HADES Collections is set to export their
cult British style across the pond with the aim of taking the
American market by storm.
The Birmingham based brand is already a firm favourite with
celebrities - actor Paul Mescal recently wore a HADES cardigan
for an interview about his lead role in the new Hollywood
blockbuster Gladiator II.
The company has also collaborated with the likes of Blondie, Iggy
Pop and The Cure, and is a regular on the pages of top-tier
publications such as Vogue, LOVE and The New York Times.
Now, founders and sisters Cassie and Isabel Holland are aiming to
replicate their success in the USA with the help of Business
Growth West Midlands (BGWM), part of the West Midlands Combined
Authority (WMCA).
HADES has been given specialist funding from the Birmingham and
Solihull Export Programme (BASEP) to help export their knitwear
around the world.
The sisters have already seen an impressive growth in revenue
since launching eight years ago and have become known for their
counterculture-inspired clothing and commitment to responsible
production here in the UK.
Cassie said: “We're proud to have kept the centre of our
production here in the UK, our jumpers and scarves are
handcrafted in Scotland, and we collaborate with craftspeople
across the country to create our buttons, prints and embroidery.
“We are excited for our pieces to reach more of the North
American market where British fashion has always done well, it
would be fantastic if we can build on that heritage.
“The funding from BGWM will make a meaningful difference for
HADES as we continue to scale our business internationally, while
remaining firmly rooted in our home city.”
HADES remains committed to supporting local craftsmanship, with
its unique buttons made in the historic Jewellery Quarter. They
also work with Birmingham-based artists, screen printers,
freelancers and embroiderers to bring their pieces to life.
Their knitwear has been worn by celebrity figures like Alexa
Chung and Phoebe Bridgers and one of their latest collaborations
is with the Academy Award and BAFTA Award winning actress Tilda
Swinton.
, Mayor of the West Midlands
and chair of the WMCA, said: “HADES is a brilliant example of the
creative talent we have here in the West Midlands. Cassie and
Isabel's work has already made waves in British fashion, and now,
with our support, they're ready to take their success to America.
“Their commitment to British-made craftsmanship and sustainable
production is inspiring. Companies like this not only strengthen
our local economy but also showcase the creativity and talent
that makes the West Midlands a leader on the global stage.”
The BASEP, which is run by BGWM in partnership with Birmingham
City Council and Solihull Council, is available to small and
medium sized enterprises (SMEs) based within the local authority
areas and looking to expand internationally.
HADES will use the funding to reach new audiences in the US
through press outreach, stockists and social media. The
investment is set to generate additional international revenue.
