How Do You Turn £200 into a Multi-Million Global Brand?
This was answered by Jay Williams, the founder behind Hoodrich
The Hoodrich Journey
Jay Williams didn’t inherit a fashion empire, have investors or industry connections. What he had was vision, drive, and an unstoppable work ethic.
In 2014, with just £200, he started Hoodrich in Birmingham, selling T-shirts from the boot of his car.
His mission? To create a brand that spoke to the streets, represented the grind, and gave a voice to those who came from nothing to something.
For Jay, the hustle was real; he handled everything—design, packaging, marketing, and distribution—showing that true success is built from the ground up.
Breaking Barriers, Changing the Game
In business, timing is everything.
By 2016, Hoodrich changed the game, making waves at designer expos, giving Jay the chance to showcase his work on a bigger stage.
A year later, he took things up a notch. This was the perfect inflection point for the brand, as it had already gained significant traction in the market, revamping the website, hosting a major brand event in London, and catching the attention of UK rap stars like MoStack, Steel Banglez, and Mist.
Then came the breakthrough. Footasylum stocked Hoodrich in 14 stores in 2018.
By 2019, the brand was in JD Sports, a move that solidified its place in mainstream fashion.
But Hoodrich was more than just a clothing line—it was a cultural movement.
In 2021, the brand signed Fumez the Engineer as its first ambassador and became the official sponsor of Plugged In, the viral YouTube series.
A year later, Netflix’s Top Boy collaborated with Hoodrich on an exclusive collection.
And the growth didn’t stop.
By 2023, Hoodrich was in 1,000+ retail outlets across 24 countries, opened its own Hood Quarters, and launched the FNTS series, proving that streetwear isn’t just fashion—it’s a global movement.
The Story That Challenges Entrepreneurs
Hoodrich is a masterclass in brand-building for entrepreneurs worldwide. It proves that great brands are built on clarity of vision, relentless execution, and an unwavering connection to culture.
The global fashion industry is shifting. Independent brands, whether in London, Lagos, New York, or Nairobi, are proving that authenticity and storytelling are the true competitive advantages. Brands like Daily Paper, Orange Culture, and Ashluxe have transcended their local markets, much like Hoodrich, by understanding one crucial lesson: culture moves products, not the other way around.
What Entrepreneurs Can Learn From Hoodrich
Jay Williams’ journey offers a blueprint for anyone trying to turn an idea into a global movement:
Start with what you have. A £200 investment turned into a multi-million-pound brand. Waiting for the "perfect moment" is an excuse, execute with what you have now.
Build from the inside out. Hoodrich remained deeply rooted in street culture. The strongest brands don’t just sell products; they represent a lifestyle and a mindset.
Think global, move strategically. Hoodrich went from selling out of a car boot to landing in major retailers worldwide. Sustainable growth comes from understanding your market, perfecting your product, and scaling at the right pace.
Growth vs. Consolidation! Finding the Balance
Scaling too fast without a strong foundation can destroy a brand. Many entrepreneurs chase expansion without ensuring their supply chain, operations, and brand messaging can sustain growth. Before you scale, ask yourself: Can my business handle 10x the demand today? If not, fix the gaps before you push forward.
10 Years In—And Just Getting Started
As Hoodrich marks a decade of success in 2024, it serves as a reminder that brand-building is a long game. No matter where you are—London, Lagos, New York, Accra, or Johannesburg—your creativity has the power to reach the world. The real question is: Are you willing to put in the years to make it happen?
Until next time—keep building.