Hoodrich is more than just clothing – it's a lifestyle.

Since 2014, Hoodrich has grown from a bedroom, one-manned venture to an international operation. Taking direct inspiration from the UK’s urban scene, the brand has been spotted on the likes of K-Trap, 50 Cent, Ashley Walters, Giggs and Birmingham’s own Mist and Jaykae.


Jay Williams

Hoodrich was founded in 2014 by Jay Williams.

Born and raised in Birmingham, Jay chose to turn his passion for underground streetwear, coupled with his musical influences and sartorial knowledge, into a business. With a £200 start up, the first 30 tees were made. With the launch of Hoodrich Womens and an increasing presence in the US & Europe, Hoodrich is gearing up to take on the world.

Hoodrich X JD 2023 Brand Ambassador

Fumez the Engineer

In 2020, Fumez the Engineer was locked in as Hoodrich’s first brand ambassador. Fast forward to 2023, Fumez leads as the face of the brand in JD Sports across the UK & Europe. His viral series ‘Plugged In’ has taken the music industry by storm, collaborating with some of the biggest names in UK drill & rap including Skepta, Kwengface & French The Kid.

See behind the scenes of the latest Fumez The Engineer x JD campaign here.

Hoodrich X Footasylum 2022 Brand ambassador


South London rapper, K-Trap represented Hoodrich last year as the brand ambassador for Footasylum. Embodying the Hoodrich come up, K-trap sets the standards in the UK trap & drill scene collaborating with the likes of Blade Brown, Youngs Teflon & DoRoad.

Find the BTS of the K-Trap x Footasylum shoot here.

Hoodrich embodies the struggle. The come up.

Trust the process, this is just the beginning.

Jay aspires for the brand to be known worldwide and to be able to communicate with those who, like him, endeavour to go from nothing to something.