Scandi Dandies: HADES Wool

HADES makes the kind of jumpers that you really lust after; the kind where you say to yourself, “now, if I could be the kind of person who wears that, things would be great!” Obviously, a jumper will not solve all of your problems. But a HADES jumper will solve the problem of you being cold and unfashionable in one fell swoop, thanks to their extraordinary high-quality in both sourcing and craftsmanship, and their fun embroidery.

Based in London and launched in 2015, this is a company that is hyper-focused on doing one thing really well, and you can see it in the product.

We spoke with HADES founder Cassie about the power of a good jumper and what’s next for the brand:

Tell us about the inspiration for HADES

The concept of HADES is classic knitwear that you can keep and wear for many years. I enjoy the idea of buying a jumper emblazoned with “Unrequited Love” in your thirties to tokenise a moment in time and then wearing it when you reach your sixties; it’s a connection with a period of time.

The jumper is the ideal clothing item for self-expression and I love the juxtaposition of the classic style and heritage of knitwear with bold, fun designs. HADES is a quintessentially British brand and the jumper is a very British tradition. It has to be, with our seasonal weather!


When and how did you start HADES?

I began just making jumpers for myself and friends in 2015. They got a great reaction, which encouraged me to keep designing.

I’m not classically-trained and haven’t studied fashion design. At the time I was reading a lot about the DIY ethos of punk and bands such as The Slits and the Sex Pistols. I came across a punk fanzine called Sideburns, in it was a piece that exemplified the can-do ethos of punk called “PLAY’IN IN THE BAND.” It had instructions on how to form a band with a simple sketch of three chords and a pronouncement: “NOW FORM A BAND.”

The can-do punk DIY ethic gave me a licence to do it myself and not be deterred by lack of training.

We’re still a small business so I’m juggling many aspects of the business. I’ve recently started working with others as it can become unmanageable, even though I love being involved in all the components. I started with no experience so there’s a lot of learning!


Tell us about your sourcing and production practices

All our jumpers are currently knitted in Scotland and embroidered in England. The process is quite lengthy and much of the work is done by hand. It has been fascinating to see how the craftsmanship incorporates a mix of technology and ancestral processes. Each individual jumper takes a significant amount of time to make.

The ”Inner Privacy” collection is the first time that we’ve used embroidery on the jumpers. We are
working with a small high-quality manufacturer in England. I’ve been able to meet face-to-face with the seamstresses creating the jumpers, which is important to me in developing the collection. We’re planning to keep production within Europe; I like the confidence of knowing how the product is made.


Tell us about your most memorable moment with Hades

It was hugely exciting in the early days to get recognition from people I admired, even something as simple as a follow on Instagram from my favorite comedians, writers and musicians. Those moments are still thrilling.

It’s also exciting to be featured in magazines that I’ve read for years; this season having an interview in ID and debuting in Vogue online were highlights.


What is your perception of Scandinavian style or aesthetic?

The Scandinavian style emphasises classic, well-made pieces that are timeless. There’s an appreciation for quality and craftsmanship, and a value to investing in items that last. That matches my ethos for HADES.


Do you agree that HADES is a “Scandi Dandy?” Why or why not?

Yes! I like the fact our jumpers are made from pure natural fibres so as well as feeling great
(they are really soft), they have a timelessness and can be kept and worn for many


What’s next for HADES?

Our winter collection will be out in a couple of months. We’ll be introducing new items for the first time.
We’re also looking to collaborate, ideally with an artist or illustrator!

Find out more about HADES and get your next jumper!

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Rebecca Thandi Norman

Rebecca Thandi Norman is a co-founder and Editor-in-Chief at Scandinavia Standard.