Superdry co-founder launches two D2C premium brands: Trench London and JACK1T with more to follow


James Holder, previous co-founder and creative director of Superdry, has launched two direct to consumer premium brand’s including Trench London and JACK1T, with the target to launch eight more premium brands under his new JACKITCo Ltd. Each of them category specific, with the aim to target a particular product customer which includes an organic denim brand and a sustainable Italian technical sportswear brand.

Trench London – – one of the first brand’s to launch, champions British design with a collection of limited-edition trench coats and leather jackets crafted from carefully selected fine European fabrics, each which are designed to form a structure that sculpts to the wearer. Trench was born to create modern interpretations of iconic outwear, delivering an alternative to the established, combining the heritage of British design with contemporary style details. 

Built to last a lifetime, TRENCH London doesn’t define itself by seasons but instead delivers multiple collections that are prepared in small, limited edition batches to ensure exclusivity and individuality for the wearer.

Celebrity fans include Michael Ward, Usain Bolt, Gareth Southgate and Joe Wicks.

Holder started his career in fashion, selling T-shirts from the back of his mother’s car at BMX events, going on to found skateboarder label Bench.

In 2003, Holder co-founded Superdry with Julian Dunkerton as a market stall in Cheltenham and in 2004, it opened its first physical store in Covent Garden, London, where Holder was responsible for clothing design and brand development at the company.