Birmingham fashion brand HADES secures funding to help take American market by storm

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.

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.”

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.

For more information on the Birmingham and Solihull Export Support Programme, please visit the Business Growth West Midlands website here.