We spy a ripe lifestyle opportunity where classic luxury, obsessive curiosity, and first-rate fun collide, and we orchestrate the unexpected results into a rich, sensorial journey replete with exhilarating flights of retail derring-do.
We offer only those products that promise to tease, to enchant, to tempt, to transport and to uplift. Our philosophy reflects our love of elsewhere and encompasses inspiration from far and wide, from fact and fantasy, from quirks and obsessions, from the old and the new, from the humble and the divine. The resulting culture clashes represent a new type of luxury experience that is joyous, spirited, inclusive, witty, warm and welcoming. What you experience at Jed, you experience nowhere else.
Jed is an eclectic women’s lifestyle brand founded in 2015 by partners Jed Krascella and Ashley Leeds. The brand vision grew out of a desire to present an alternative, younger, unprejudiced point-of-view about the classic luxury category, infusing it with a sense of joy, a love of faraway places and cultures, and a personal graphic sensibility.
We envision the brand as an inclusive, eclectic luxury emporium offering a broad range of product categories across multiple price tiers, firmly believing that luxury today exists on many levels — products and experiences from the humble to the divine, from the rare to the rustic. We celebrate these many forms of beauty and craftsmanship, and proudly juxtapose them with wit and style.
Sweatersmithing is the core of the brand. Sweaters are our great passion, and we focus on cashmere, celebrating its unique place in history, long lifespan and tradition of unparalleled luxury. The offering is rounded out by seasonless weights in silk heather and cotton/cashmere blends, as well as historic luxury novelties such as camelhair and kid mohair. Haberdasher shirtings have been added as a compliment to our sweaters, as well as ranges of printed and knitted accessories, jewelry and home.
Our product focus is simple: regardless of the category, we infuse well-loved,
tried and true classics with our trademark spirit, warm wit and global graphic sensibility.
We revere historic techniques, harnessing and adapting them with the express
purpose of creating new, covetable, collectible classics. We are
anti fast-fashion: we make our products to last and
trust they will become lifelong friends.
Our product focus is simple: regardless of the category, we infuse well-loved, tried and true classics with our trademark spirit, warm wit and global graphic sensibility. We revere historic techniques, harnessing and adapting them with the express purpose of creating new, covetable, collectible classics. We are anti fast-fashion: we make our products to last and trust they will become lifelong friends.
The brand has a powerful, timely message of hope, luck, protection, harmony and tolerance — embodied in our adoption of symbols of luck from around the world as icons of the brand. Our favourite is the blue evil eye — known in Greek as “mati”, in Turkish as “nazar”, a traditional symbol of luck and protection in the Eastern Mediterranean. In fact the colour blue — in its full broad, brilliant range — is our brand colour of choice. The stories and legends associated with these amulets are humble, naïve, sweet, entertaining and always full of hope. We’ve got your back.
Our classics with character appeal to a sophisticate who confidently seeks out product that enables her to stand out from the crowd, who has a passion for people, places and beauty and who effortlessly mixes inspiration, categories and price tiers.
She craves wit but not without wisdom.
She floats above fashion but always turns heads.
She reveres tradition but covets the curious.
She hunts down the rare but worships the rustic.
She believes in the classics but can’t abide boredom.
She shuns ostentation but lives for temptation.
She’s young and she’s not, and she couldn’t care less.
She’s uptown, she’s downtown, she’s elsewhere, she’s here.
She sees beauty in places you wouldn’t believe.
Our customer has the eye.
“Odi et amo. Quare id faciam fortasse requiris. Nescio, sed fieri sentio et excrucior.”
The Roman poet Catullus captured our passion for what we do far better and more succinctly that we ever could with his phrase “Odi et Amo”, so we have adopted his words verbatim to describe our feelings about what we experience, what we see, what we make. Few words have ever captured our obsessions so accurately. The phrase is from Catullus 85, a poem for his mistress:
“I hate and I love. Why do i do this, perhaps you ask? I do not know but i feel it happening And i am tortured.”
We are a small and mighty team deeply in love with our craft and excited for you to discover Jed.