Jameson Carter: The Manc streetwear brand that kept its cool in a pandemic
Not even a pandemic could slow down Jameson Carter. This Manc streetwear brand has flourished more than any other local clothing line in recent history.
The founders of Jameson Carter know how fast things can change.
In February, the three childhood friends were all over Manchester news trying to make sense of their rapid rise through the fashion world.
Local media had picked up on their incredible three-year story – which had seen their streetwear move from pokey bedroom surroundings into holiday homes on peak-time reality TV shows and adverts starring Premier League footballers.
At the turn of 2020, the name Jameson Carter was everywhere. The brand had gone from obscure to in-vogue in the blink of an eye.
But then came March. And with it, more sudden change.
News had surfaced that the virus moving into Britain was actually a pretty big deal, and within days the entire country took cover indoors.
Shops shuttered-up. Staff scooped up their belongings and hastily set up makeshift work stations at home. Business owners scrambled to readjust their service offerings and create new revenue streams to keep their heads above water.
It was a commotion the likes of which we’d never seen before. But through it all, Jameson Carter took inspiration from its own streetwear: It kept its cool.
As it turned out, this proved to be the best possible move.
The fashion brand, still fresh in everyone’s minds from all that promotion in February, began to enjoy an uptick in traffic as people stuck at home found more time to shop.
All of a sudden, Jameson Carter was enjoying more interest than ever before.
“Lockdown has gave us 100 percent growth online as people had more money to shop,” explains co-founder Craig.
“They couldn’t go out and spend it on a night out or in restaurants. They froze their mortgages and bills but many were still getting paid – so they had spare cash they didn’t have before.
“Lockdown played out to be a positive thing for us in the end.”
Sales boomed to the point where the brand was tipped to turn over millions by 2021.
Not many businesses enjoy that kind of success in a recession, but this lockdown prosperity is a demonstration of Jameson Carter’s habit of repeatedly defying expectations.
The odds were stacked against the brand right from the beginning – but they’ve continued to beat them ever since.
When Jameson Carter launched in 2017, for example, all the business had was £3,000 and a handful of caps in stock.
But opportunity knocked when co-founder Mike revealed his brother had been booked into ITV’s Love Island programme.
They convinced him to take a cap into the villa and wear it by the pool.
It was a stroke of genius.
The Jameson Carter name was subsequently seen by millions – and demand poured in.
It should have been a one-off, crazy flash-in-the-pan slice of good fortune. But somehow, Jameson Carter continued to find new ways to get their products out there.
Their clothing started appearing on other reality TV shows like The Only Way Is Essex, before deals were struck with Foot Asylum and JD Sports – which culminated in Wilfried Zaha donning the Jameson Carter threads for a Christmas advert.
A snowball effect ensued, and according to co-owner Craig there’s more exciting discussions taking place with other huge brands behind the scenes as we speak.
“We also are about to sign a deal for this month with a new potential big name,” he confirms.
“All will be revealed soon.”
The guys at Jameson Carter certainly know how to tap into popular culture and engage with the top brands.
But customers also keep coming back because these products ooze quality – whilst being sold with reasonable price tags attached.
Craig says the brand is committed to offering ‘affordable luxury’ – giving people the chance to get their hands on great-looking garments without buyer’s remorse or an empty bank account.
But out of all the words you could use to characterise Jameson Carter, Craig has cited ‘longevity’ as perhaps the most important.
Not only does ‘longevity’ describe the products; it’s a word that ties into the wider brand philosophy at Jameson Carter.
They’ve got ambitious plans to be a long-term player in the fashion world.
“We knew the long-term game was to make the brand cleaner and have a premium look using quality fabrics – but offering it to people for an affordable price,” says Craig.
“For the future, we plan on taking the brand to America and breaking into international countries.
“[We also want to] grow the women’s collection and break into footwear.”
Not even a pandemic could slow down Jameson Carter.
Just think what they might be able to achieve when the world opens back up again.
Learn more about Jameson Carter via their website.
You can get 20% off everything by entering the code JCMANC at the checkout.
What people are wearing at Parklife 2025 – ruffles, leopard print, and not much else at all…
Daisy Jackson
Parklife is back, which means festival fashion is back, and Manchester has absolutely delivered on its outfit trends once again.
Every year in the fields of Heaton Park, tens of thousands of music-lovers flock to the biggest party of the year.
And Manchester loves an excuse to get dressed up, whether it’s donning a pair of hot pants, the latest trainers, or something as tiny as a bikini.
Gone are the days where people would just wear jeans to a festival – especially Parklife, which has always delivered a more rave-inspired outfit.
Of course, the inevitable plastic poncho has featured pretty heavily in this year’s Parklife wardrobes.
And we did spot one guy wearing an ankle tag as an accessory…
But here are five other outfits trends we spotted around Parklife this year.
Leopard print
Outfit trends at Parklife 2025 – leopard print
Whoever said leopard print is a neutral is my kinda person, and this is one outfit trend you cannot get away from at Parklife.
We spotted the same pair of sequinned leopard micro-shorts about 300 times on day one of the festival, as well as some other variations on the legendary animal print.
There were leopard print bikini tops, leopard print jeans, leopard print two-pieces and plenty more in between, and they all looked amazing.
Ruffle skirts and frilly shorts
Outfit trends at Parklife 2025 – ruffle skirts
Manchester got the memo – tiny ruffle skirts and frilly shorts are the ultimate festival outfit essential this year, if Parklife is anything to go by.
These have been absolutely everywhere, whether it’s lace-trimmed hot pants or pretty white tennis skirts.
Ideally paired with a little chain belt, we’ll be seeing a lot more ruffles and frills today I reckon.
Cowboy boots
Outfit trends at Parklife 2025 – cowboy boots
Mixed feeling about cowboy boots at a festival – on the one hand, they look absolutely 10/10 gorgeous stunning amazing chic cool.
But on the other hand THINK OF THE BLISTERS. What happened to a sensible wellington boot?!
We saw a lot of people walking around barefoot with their cowboy boots in hand by the end of night one, but at least they looked cute before then.
Sports shirts
Outfit trends at Parklife 2025 – football shirts
It looked like a day out at an American football game out there are Parklife – the trend for colourful, Varsity football shirts was all over the place.
The girls were out in bold red, green, pink and all sorts of other colours, matching their sports shirts with tiny shorts and boots.
Big fan of this one.
Crochet
A festival style as old as time, little crochet shrugs have been making a healthy comeback in the fields of Parklife in 2025.
As well as crochet cardigans we’ve spotted a lot of mini dresses and bikini tops too.
It’s taken over from the trend from a few years ago where everyone squeezed into a full-body fishnet suit and is a much more bohemian twist.
A local indie fashion brand is cleaning tired old trainers while handing out free shoes and ice cream
Danny Jones
A Manchester-based fashion brand is looking to give back to the community with a wholesome new initiative that will see a charitable trainer cleaning service swapped for a brand-new pair of shoes and free ice cream.
Nope, this is not a scam or some kind of prank, just a local indie label doing some lovely for the community and an important a crucial UK non-profit.
In case you’ve not come across the name before, we’re talking about rising sneaker makers KayKrepz, who are behind the increasingly popular model known as the ‘Kezy’, available in a select few colours.
Sneaker heads may have already spotted a select few pairs out on the streets of Manchester, where the designer’s story begins, but we have a very strong feeling you won’t get many other opportunities to get your hands on a pair of these for free.
The ‘Kezy’ in Earth GreenAnd in CreamA very fresh pair of creps, it has to be said – and who could say no to free shoes designed right here in Manchester? (Credit: Supplied)
Speaking to The Manc, creator Kezi told us that building a bit of a community and supporting the local area is just as important as growing the brand itself.
“I really wanted to have a shoe brand that people can afford to buy that are also still comfortable as well as look and feel nice, plus it’s a good way to gather unwanted items to give to Centrepoint.” We couldn’t agree more.
For anyone unfamiliar with Centrepoint, who have a big base here in Greater Manchester, they are a nationwide charity that combats rough sleeping and specialises in youth homelessness, in particular.
It goes without saying that collecting free articles of clothing is an integral part of their work.
So, with that in mind, Kezi and co will be holding ‘The Sweet Swap’, where those who attend can exchange their unwanted, old shoes for a free pair of KayKrepzAND a scoop of premium ice cream.
This is all in return for a free shoe cleaning service which will see those same trainers traded in, given some much-needed TLC, before being donated directly to Centrepoint. Love it.
We’ll back pretty much any small business trying to make it in our region, but it’s fair to say getting behind causes like these is especially easy.
Including the new ‘Butterscotch’ model, the Kezy shoe is usually priced at £69.99, making it arguably one of the most affordable high-end, top-quality trainers on the market at the moment.
Naturally, there will only be a limited number of pairs available and shoes handed in must be of a good enough quality to be passed on via the charity; KayKrepz’s Street Swap scheme will be operating on a strictly first-come, first-served basis.
Taking place on Sunday, 1 June at All Saints Park (M15 6BW). You can reserve your limited free tickets right now from the event page HERE.
Just make sure to leave your name and shoe size when signing up.
The Manc -
30th October 2020 
