Faded Clothing

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Year Started:2018

Website | Wholesale

Who is Chet Sket?

Back in the Summer of 2016 Chet Johnson (Chet Sket) was arguably the biggest Social Influencer in the fast fashion niche as he went into the Celebrity Big Brother house with girlfriend Helen Briggs. The couple recently had their first child in late 2019, and have the 2016 series 4 of Ex on the Beach to thank for their rekindled relationship and Chet’s rise into being a power brand ambassador for Criminal Damage, BoohooMAN and Foot Asylum.

 

Previously the London-born, former groundsman, had gained a cult following on Instagram thanks to partying it up in the summer of 2014 in Ibiza. But it was a chance sighting by Fresh Ego Kid in Jan 2015 would change everything. Posting on his Instagram and tagging the brand, led to them inviting him to a shoot in April 2015. And luckily his professional shots showed what he was capable of. That led to an increased profile to join shooting on an Ex on the Beach series that saw Scotty T, Lacey Fuller, Brandon Myers, Kieran Lee, Jordan Davies and Megan McKenna. After it was televised in early 2016, Chet’s profile skyrocketed, and as did his Instagram following to 300k. CBB took it over 500K and brands filled his DM’s with posting request.  

 

Chet at Fresh ego kid shoot April 2015

Who owns Faded Clothing?

Like his fellow Ex on the Beach star Ross Warswick who started the Couture Club, Chet also had visions of going beyond the Instagram influencer role. In 2018 he joined forces with fashion sales agent John O’Donnell to set up the clothing brand Faded store. Like Ross before him, he could also use his huge network of celebrity friends to promote the label, and using John’s retail connections a takeover meant success for the mens streetwear brand was inevitable. Full of bold colour blocks, the designs are intended to get attention, and I find it interesting that there is no ‘about us’ page on the site or no mention on his Wikipedia page. There is no brand story with this obvious attempt to cash in on Chet’s huge influencer range. And who can blame him, he’s come a long way since that first Instagram post.

Brand Social

 

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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.