British streetwear brand Hoodrich has made its debut in Selfridges with a capsule collection of its classic t-shirts.
The brand – which is celebrating its 10th anniversary – was launched by Jay Williams in 2014 in Birmingham, selling his first 30 t-shirts from the boot of his car.
The brand’s tagline, ‘From Nothing to Something’, references both Jay’s and the brand’s humble beginnings.
Jay created the brand to combine his greatest passions: rap music, streetwear and urban culture, as a way to show his personal style and journey. In 2022, the brand was approached by Netflix to work with Top Boy on an exclusive collection celebrating season two of the hit British show.
The inaugural Selfridges t-shirt drop features exclusive graphics designed in-house by the Hoodrich team. A key theme throughout the collection is the revival of classic script tag writing and graffiti montage graphics, a nod to the Hoodrich’s heritage and forthcoming trends for 2024.
“The Selfridges partnership with Hoodrich demonstrates our continued growth and strength,” commented Jay Williams, founder of Hoodrich. “It also gives us the opportunity to reach a new audience who may not yet be familiar with the brand. This collaboration will, in turn, benefit Selfridges as they expand their selection of authentic streetwear brands.”
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