Jaded London hires Verde to fuel £100m SEO growth push

Jaded London has hired specialist agency Verde Digital to lead a new search engine optimisation drive as the streetwear label pursues a £100 million revenue target and steps up international expansion.

The London-based brand has signed an initial 12‑month agreement with Verde Digital that focuses on organic search. Jaded London reported that organic search revenue rose 131 per cent during the current fourth quarter following the start of the programme.

Search-first strategy

The move reflects a wider shift in fashion eCommerce. Rising paid media costs, heavier competition and changes in how younger consumers discover brands have pushed labels to rely less on paid advertising and invest more in organic channels.

Jaded London is targeting stronger visibility across non‑branded search terms. The brand wants to reach shoppers who are searching for specific styles, trends and categories rather than its name.

Gen Z shoppers increasingly find labels through search, social platforms and creator content. Visibility on generic queries such as product types or style descriptors has become a key route to growth for fashion brands.

"Search plays a major part in how we scale as a business. We needed a partner that truly understands fashion eCommerce and can help us win more non-branded traffic, rather than relying solely on people already searching for us by name. Verde's specialism, insight and clarity of approach made them the obvious choice, and we're already seeing encouraging results from the work so far," said Jamie Evans, Head of Ecommerce, Jaded London.

From niche label to global brand

Jaded London began in 2013 when siblings Jade and Grant Goulden launched the label in the UK capital. The brand has since expanded from a small London operation into a global youth fashion name.

The company focuses on bold, unisex streetwear. Its designs often draw on Y2K references and have attracted celebrity customers including Kylie Jenner, Beyoncé and Hailey Bieber.

Jaded London has also built a sizable social media following. The brand counts more than 1.3 million followers on Instagram.

Management is now investing in a broader product range and deeper international reach. The company is placing particular emphasis on the US and European markets, where it sees scope to reach new audiences beyond its existing fan base.

SEO audit and overhaul

Verde Digital began the engagement with a detailed SEO audit of Jaded London's website. The review identified several areas for improvement across non‑branded search.

The agency recommended technical changes that improve crawl efficiency and overall site health. It also advised on reducing duplication across category and product pages. That change gives clearer keyword targeting for search engines.

The company said these measures are important in a crowded fashion search environment. Brands compete for high‑intent discovery terms such as specific clothing categories, trends or styling phrases.

Following the audit, Jaded London agreed a full SEO programme with Verde Digital. The work covers technical optimisation, on‑page optimisation and targeted content support as separate workstreams.

The goal is higher visibility for non‑branded queries and stronger rankings for key commercial terms. The company also wants a more scalable search structure that supports long‑term growth without the same dependency on paid media.

Agency's fashion focus

Verde Digital focuses on fashion and lifestyle eCommerce. Its client list includes Paul Smith, Adanola and The Couture Club.

The agency positions itself as a specialist in combining technical SEO with an understanding of trends and consumer behaviour in fashion. It works with brands that seek growth in online channels and want deeper visibility for product discovery.

"Jaded London is one of the most influential youth streetwear brands in the UK, with a product and identity that clearly resonates with its audience. There is huge demand for the type of fashion they create, and our role is to help them capture far more of that demand through search. We're proud to be supporting the team as they move into their next phase of growth and work towards their £100m ambition," said Joe Hale, Founder of Verde Digital.

Both companies expect the SEO programme to remain a core part of Jaded London's digital growth strategy over the coming year as the brand seeks further gains in organic traffic and revenue.