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.
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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.
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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.
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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.
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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.
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“[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.
Best dressed at Parklife 2024 as heavens open for day two
Daisy Jackson
The weather has well and truly turned on Parklife, but that’s not stopped the best-dressed in the city pulling out all the stops.
As the festival enters its second day and the sunshine is replaced by classic Mancunian drizzle, the most common accessory is the classic plastic poncho.
But beneath that you’ll spot trends like crochet two-pieces, hot pink skirts, football shirts, paisley-print mini skirts, fishnets, and plenty of cowboy hats.
Outfits seem to get brighter, bolder and more creative every year and this year is no different.
Brands that dominate include the affordable fast fashion retailers like Shein, BooHoo and PrettyLittleThing, among a few vintage finds.
Parklife is now entering its Sunday line-up, with headliners like Doja Cat, Kaytranada and TSHA performing today.
Let’s just hope the rain clears up enough for all of these gorgeous festival-goers to be able to whip their coats off again.
The best-dressed at Parklife 2024 – day two
Love these neon tassels, shaggy jacket and cowboy hatA sheer camo two-piece and cute butterfly crop topCrochet sets and cowboy hatsThis pink-and-orange combo with the blue hair is divineThe best-dressed couple at Parklife 2024These gorgeous girls nailed the Parklife briefObsessed with the holographic pink pants and sports jersey with mini skirtThese tiny ruffle skirts with chunky leather boots and jackets were a 10/10 lookHere come the ponchos…Now THIS is how you do uninhibited festival fashionTop-to-toe paisley paired with some very sensible walking shoesEasy guy to spot in the crowd hereAll-over denim made our list of the best-dressed at ParklifeHot pink fits at Parklife 2024A small shout-out for our new The Manc Group hoodies…
Everything inside the Sephora VIP goodie bags worth more than £1,000
Daisy Jackson
Sephora opening in Manchester has been causing a bit of a stir, with more than 2,000 people queueing up this week to try and nab a free goodie bag.
And while the presents being handed out to the public are pretty impressive, it’s nothing compared to the VIP goodie bags given out at the store’s official launch on Wednesday.
A number of celebrities, influencers, press and other special guests were invited to have a sneak peek of the huge new shop at the Trafford Centre before its official opening to the public.
At the glittering celebration, VIPs were given a glimpse at the huge range of products on offer inside Sephora’s first UK store outside of London.
Those in attendance included actor and TV presenter actor Katie Mcglynn, TV personality Caroline Thomas, actress Alex Fletcher and radio one presenter Natalie O’Leary, Real Housewives of Cheshire, Love Island personalities, and professional footballer Courtney Duffus.
Special guests of Sephora were then sent home with the goodie bag to end all goodie bags, stuffed full of full-sized cult products.
And having totted up the value of everything inside, we can confirm that each goodie bag is worth more than a grand (£1092.93, to be exact). Wowsers.
Olaplex No.3Viral hair product minisBrazilian Bum Bum CreamJust a few of the cult items inside the Sephora VIP goodie bags. Credit: The Manc Group
Viral products inside include Makeup By Mario lipstick, Olaplex, Brazilian Bum Bum Cream, Glossier You perfume, and MorrocanOil hair treatments.
There are also TikTok sensations like the Dr Jart Tiger Grass treatment, which comes out of its tub green but magically turns beige on the skin, cancelling out redness.
And Tarte’s take on the revolutionary tubing mascara, which comes off your lashes with only water and a wipe, was also chucked in.
The most high-value items in the Sephora goodie bags were an Elemis Pro-Collagen Marine Cream worth £64, Caudalie’s brightening serum at £52, and a Neom candle for £38.