Editor
When Hailey Bieber wore a pair of $95 grey low-rise parachute pants to Coachella last year and posted her fit to Instagram, those pants — made by UK-based Jaded London — instantly sold out.
Seeing the overnight success of the baggy Y2K style, Grant and Jade Goulden, the brother-sister duo behind the brand, quickly capitalised on the opportunity: they hopped on a plane to visit their suppliers in Turkey, buying up tonnes of lightweight…
