Business Challenge: How can we build Jaded London’s New York presence and community as a major target market for the brand?

Solution: We brought Jaded London stateside for New York Fashion Week, taking the city by storm with the streetwear brand’s biggest activation to date.

In partnership with fashion community VFILES, Jaded London hosted a colossal party and a 3-day pop-up at the iconic VFILES store, showcasing an exclusive JADED X VFILES merchandise collaboration available exclusively in-store.

The pop-up saw lines around the block, building upon the existing fanbase to generate a new consumer base within the US market.