Meet The Woman Behind Those Band Knits You're Seeing Everywhere

Hades knitwear was born out of designer Cassie Holland's quarter-life crisis


Until last year, Cassie Holland was just another 20-something living and working in a big city - in this case London - but not feeling particularly fulfilled.

Then she turned 29 and decided to make a change.

'I almost had a bit of a quarter-life crisis,' she tells us. 'I was like: OK, this isn't necessarily what I want to be doing forever. I think 29 was just an impetus to pursue that.'

Alexa Chung wearing 'The Smiths' jumper by Hades at Glastonbury 2016

Over the course of a year she used all of her spare time to set about founding Hades (named after the Greek God of the Underworld), a label celebrating 'high-quality knitwear with bold colours, something classic that you can keep for a lifetime.'


Armed with her background in the creative industries, she did everything herself (the logo, the branding, the website) and found a manufacturer to bring her idea to life.

Our shop is open 🐏 #thesmiths #sonicyouth #theslits #pattismith #hadeswool

A photo posted by HADES (@hades_wool) on

Her debut collection, named Some Girls Are Bigger Than Others, featuring the names of four of her favourite bands on colourful crew neck knits, was released at the beginning of 2016 and since then it's 'been kind of crazy,' she says.

The second drop of the collection sold out in just 20 minutes.

'Patti Smith' jumper by Hades, £150

Hades is now stocked exclusively in Liberty and at and has been seen on the likes of Alexa Chung, who wore the 'The Smiths' jumper at Glastonbury, and many a fashion pack member.

'The main tool that I've used is Instagram,' says Holland of her homegrown PR process. 'I contacted a couple of people using direct messages, people who I admire and who I'd love to see wearing Hades, like Lesley Arfin [a writer for Girls and Love]. I've been surprised how responsive those people have been through Instagram.'


 'When I first set it up I posted Polaroids of my younger sister wearing the jumper,' she adds. 'Now I get to see people wearing the jumpers when they post, which is great.'

Each jumper is made using 100 per cent lambswool at a family-run factory in Hawick, Scotland with some parts of the manufacturing process completed by hand.

'Sonic Youth' jumper by Hades, £150

She's now working on the next collection, which she describes as 'a move away from the AW collection, however a few things are going to be carried through from the range, like the use of bold colours and the classic sweater shape.'

'It's going to be a much lighter knit so it's comfortable to wear in the spring/summer.  It'll be available early next year.'

We'll be waiting.

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