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The hottest new fashion label


We have a spot as soft as the finest Italian merino wool for Hades slogan knitwear. In fact, Muddy’s Kerry Potter is rocking this pretty Bonjour Tristesse number today at Muddy HQ, with its quirky combo of scarlet embroidered legend over baby pink wool.

The brand’s not on your radar? You’re forgiven – the Hades label is actually a one-woman-band in the form of twenty-something Londoner Cassie Holland, and it only launched last year. However, it hit the ground running when Alexa Chung was photographed at Glastonbury in a sweater from the debut collection which was emblazoned with ‘The Smiths’.

That first collection was all about rockstars (you might have also seen the Patti Smith and The Slits ones decorating the chests of many an Instagram fashion influencer), while this season’s theme is ‘inner privacy’. Such a high hipness level doesn’t come cheap – most are around £160, but they compare favourably on price to Bella Freud’s higher profile, similar sweaters, which can set you back almost £300.

2016’s attention grabbers

This season it’s all about channelling your inner Kevin the Teenager with plaintive slogans from Jealousy and Anxiety to Inner Privacy, Melancholy and Unrequited Love, though I have to say Kerry looks mighty happy wearing her Bonjour Tristesse number.

The jumpers are hand-knitted and embroidered in small batches with each delivery swiftly selling out, but at time of writing a new drop had just arrived at the online store. Fancy treating yourself? Send a photo of yourself wearing it if you do indulge.

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