HADES is a British knitwear brand, established in 2016.
The first collection, "Some Girls Are Bigger Than Others" was eight jumper pieces that celebrated punk music - seen on Alexa Chung, selling out in early 2016.
The new collection, "Inner Privacy" (released last week) takes influence from the inner self.
Each jumper is made from pure merino wool and is handcrafted in Portugal and embroidered in England.
Each jumper comes with a booklet of short stories and essays exploring the theme.
Featured on Vogue last week, Founder Cassie Holland talks about her inspiring quote : “Your understanding of your inner self holds the meaning of your life,”.
Holland, who began by making one-offs for herself and her friends while feeling stifled at her former job in a creative industry, was drawn to the idea of adding a twist to the traditional British wool jumper.
Hades’s bold sweaters lend any look a touch of London’s idiosyncratic charm. And for her spring collection, Holland has switched to a lighter, more breathable material so that the pullovers need not be relegated to the back of the closet when the mercury rises.
“During the design process, one of my friends commented that [the words] were quite negative feelings, but I don’t feel that way,” Holland says. “They are inescapable emotions and inner truths, which we should acknowledge and celebrate.” At the very least, she adds, “I enjoy the irreverence.”