Hoodrich’s ‘Jay And Friends’ - a new chapter in streetwear storytelling!

From Birmingham to the world, Hoodrich has always represented ambition, hustle and authenticity - so it’s only right that their latest series, Jay And Friends, takes that spirit global.

Led by founder Jay, the series follows him and his closest friends as they travel across cities worldwide, capturing raw, cinematic content for Hoodrich collections while soaking up the culture that inspires their designs. What started as a simple idea - travelling with your day ones while building something bigger than yourself - has evolved into one of the most refreshing forms of brand storytelling in UK streetwear today.

The journey has already taken the crew from the energy of Atlanta to the vibrant streets of Marseille, each destination chosen not for aesthetics alone but for the cultural parallels that speak to the Hoodrich DNA. Whether it’s the rhythm of the neighbourhoods, the local style, or the community spirit, every location reflects the brand’s ethos: go global, stay rooted.

What makes Jay And Friends stand out is its honesty. There’s no forced glossiness, no over-produced moments - just real friendships, real graft, and real experiences. The content blends on-location campaign shoots, behind-the-scenes snippets, and day-in-the-life moments, showing Jay in his element: exploring, building, laughing, planning, and creating with the same people who were around when Hoodrich was just a dream in Birmingham.

For a young entrepreneur to grow a brand to the point where he can fly his friends around the world to create meaningful, culture-led content is inspiring and a milestone for UK streetwear. 'Jay And Friends' feels like a celebration of that journey, a reminder that success hits different when shared with the people who helped shape it.

As Hoodrich look toward future episodes, more destinations, and bigger ambitions, one thing remains clear - this series isn’t just about travel, it’s about staying true to your origins while showing just how far authenticity can take you.