Quiet by design.
Considered, not precious. Comfortable, never ordinary.
Something is only expensive if you don’t wear it. The money goes into the fabric, the cut and the make, not the name on it. The edit is short, and nothing in it is accidental.
From jaded to Jaede.
It began with a word, and a feeling · jaded. What came out of it was quieter. The spelling changed, the sound changed, and what was left was a name for the unhurried hours. It is said zhayd. A British word, read the Portuguese way. Designed in Britain, crafted in Portugal.
Why Portugal.
This could have been made anywhere. We chose northern Portugal for the fabric first · we looked elsewhere and did not find better · and then for the way the work is done there. Nobody rushes. The skill is handed down rather than hired in, and the people cutting and sewing these pieces have been doing it most of their lives. Every piece is cut, sewn and finished there, by one maker. The design happens in Britain · researched, sketched, fitted · and each fabric is tested before it is chosen. Nothing ships until the weight and the finish are right.
The word
The word was jaded. In time it softened into something of its own · Jaede.
First samples
The first samples were cut in Portugal. Five fabrics, tested and settled one at a time.
Production
Production began, with one maker.
The pieces
The finished pieces arrived. Seventeen earned their place.
The campaign, then the edit
Shot in Lisbon, worn as the pieces are worn · together. The First Edit launches in September · and the doors are already quietly open. View the edit
Thank you for being part of our story.
Welcome to Jaede.
Four Js, intertwined · a four-leaf clover. A little luck, worn rather than shown.
Harry Moore, founder and creative director, Jaede