West Midlands fashion brand targets USA growth

West Midlands knitwear brand HADES Collections is targeting the American market with its cult British style.

The brand is already a firm favourite with celebrities such as actor Paul Mescal who 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 says it 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.

Founded in 2016, HADES is an independent British clothing brand which first gained recognition for its classic knitwear and in 2022 introduced ready-to-wear concept collections.

HADES collections draw inspiration from counter-culture, radical figures, ideas, and history.

Championing craft and responsible design, always using quality fabric, every HADES piece is made to last. Its jumpers and scarves are made in Hawick Scotland, cardigans are knitted in Spain and skirts in England.

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.

Richard Parker, 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.”