11 Degrees

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1040

 

Year Started:2014

Website | Wholesale

Who owns 11 Degrees?

11 Degrees Clothing are an urban fashion brand from the UK. It was started in early 2014 by Gaz Beadle (as the face of the brand and original 11 Degrees Clothing owner), with Andrew Hayton as co-owner, most notably the owner of Urban Celebrity (now rumoured to have been bought out by JD Sports).

The online streetwear retailer started online in 2010 back when Justin Beiber was on my bedroom wall. They stocked Streetwear fashion labels like Religion then later Judas Sinned, Dead Legacy, Friend or Faux, and Good for Nothing, until April 2013 when they took on Sik Silk who broke into the mainstream to huge success. 11 Degrees was started 9 months later, I presume in an attempt to replicate the success driven by Gaz’s celebrity influence.

Enter into the mix Christian Hoyle, a local hairdresser and restaurant owner who joined a few months afterwards. Digital Marketing guru Steve Kitchen joined late 2015 to complete the puzzle and can take credit for their advanced online presence.

Has Gaz Beadle left 11 Degrees?

Gaz Beadle prepares for parenthood

The startup is one thing, but what is interesting however is that in 2016 the new principal shareholder was North North West LTD. And as of April 2018 Gary Beadle Promotions Limited was no longer a shareholder. So did Gaz leave 11 Degrees and no longer the 11 Degrees owner? This does make sense if you look at their website as prior to that he was the main man, and Eleven Degrees was all he wore on his social media. A few months prior he and Emma McVey had a son Chester, so perhaps this was a factor? Gaz had already quit hit MTV show Geordie Shore to focus on family life, so is this also part of the “new life”? Speculation aside, the 11 Degrees website started to introduce new models and today Josh Flannery is more prevalent. He’s even been wearing brands like Scar Tissue on his social media.

Going back to the beginning of the menswear brand, despite Gaz coming from Newcastle it was always run out of Kendal in the Lake District (where both Andy and Christian hailed from). With Urban Celebrity and 11 Degrees having the same returns address, it’s safe to assume they are run operationally from the one place.

Why are they called 11 Degrees?

11 DegreesThere is little information out there about their beginnings, name or logo. I wanted to know why are they called 11 Degrees. With Andy being a massive Manchester United fan and reguarly going with the Sik Silk boys there is the possibility it could be related to Ryan Giggs number 11 shirt, it certainly has a football feel to it. Perhaps it’s short for 11 Degrees North, seeing as the later parent company set up was called North North West (and there is also another called South South East) so could easily be compass point related. Their logo is a nice and easy number eleven with the degree symbol. They had obviously learned from Silk Silk that having a clear logo means you can be found easier.

The Success of 11 Degrees

The 11 Degrees success story should all be about Gaz and his party lifestyle, and his 1.7 million Instagram followers at the time which grew to 3.5. His fame on Geordie Shore and Ex on the Beach, but more importantly the public and media fascination with the serial shagger meant plenty of free advertising opportunities. They also caught the Sik Silk wave at the right time, coming shortly after. There are also some big-name link-ups with Tony Bellows, Carl Frampton, DJ Ben Nicky and cricketer Ben Stokes, with some great videos on their Youtube page. One thing is for sure, we are interested to see how it pans out without Gary Beadle (Geordie Shore) as the face, but a million pound advertising campaign will help soften the blow.

 
 
 
 
 
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Chloé Safilo
Chloé is our resident Fast Fashion Expert for the UK Urban and Streetwear scene. Her eyes have been constantly glued to social media for the last five years giving her an insight that is unrivalled. In her spare time she likes shopping and lying in the sunshine. Each year makes a pilgrimage to Ibiza. Chloe lives in London where she has recently completed her journalism degree at the University of Roehampton. She lives in Putney with her boyfriend Christian, and their French Bulldog Coco.