It took little over a year for Just Hoods to storm to number one in hoodie sales in the UK and that success has now been totally consolidated with an unbeatable range that has not stood still for any period longer than six months. January and July new product launches have continuously strengthened the brand to make it now the brand of choice. 

The original concept

Launched in one simple over the head style, the College Hoodie in the UK’s then biggest range of 30 colours quickly became the benchmark for the trade. Super soft, easy to print on, ring spun poly cotton at top value pricing, in an extensive size range, all in stock at the three top distributors to the trade struck a chord.

It prompted six additional colours to be added plus 15 of the most kid friendly colours in the same style just six months after the launch. Now the College features 45 colour variations from age 3 up to XXL in some colours, easily the biggest in the business. 

Listening to the customer – a particular strength of a British based brand. 

The products may be all made at our fully WRAP accredited factory in Pakistan but the market research, concept and marketing is strongly based in the UK conducted on an ongoing basis by the distributors and the brand.

Every development has been based upon customer feedback and the strength of the distributors means that when the decision is made to launch a new design, it is properly backed up with stock in depth to meet the launch dates and to keep stock outs to an absolute minimum.

We work with the factory to juggle an ever moving target as colours change in popularity on an almost weekly basis.

Initial feedback prompted the launch of the Zoodie in unisex, Girlie and Kids sizes. This zip front version became the market leader just as quickly as the over the head design. At the same time the top of the range Street Hoodie was added, a 330 gram beauty with all of the bells and whistles making it the coolest Hoodie in town.

Where to next? – was the question in the middle of last year and the answer this time, the Varsity, a bi-colour over the head aimed at clubs and organisations looking to make a little more of a statement. Twelve colours initially and by popular demand now 17. 

Now for something completely different… jogpants 

January this year marked a very unusual departure with the launch of Jogpants in the AWDis Just Hoods collection.

There was some debate as to where to position them but our customers were quite happy to have them alongside the Hoodies as they became a much easier sale to organisations looking for an exact colour match. They too have become an instant success in three versions, the heavyweight Campus Sweatpants and the beautifully fitted Girlie and Kids Jogpants. 

Where we are right now – new for summer 2010 

The collection evolved again this July with in fills of key colours purple and white in the Girlie and Kids jogpants and age 3-4 added in the Kids College hoodie.

Most significantly, the brilliant sales of the Varsity bi-colour prompted the launch of the Kids Varsity Hoodie giving a size spread to match the College and the Zoodie in 11 colours. It already looks like it will storm the market.

There we have it. Today’s status is now 11 great styles in 45 great colours. 

And the next move… 

To a large extent that will be driven by our customers but you can be sure that there will be something significant in the pipeline.

With complete control of our own production the brand can react faster than almost anyone. Just Hoods by AWDis plans to stay at the forefront for a long time to come. 

Just Hoods by AWDis only available from Pencarrie (0800 252 248); Ralawise (0800 212 180); Prestige Leisure (0800 652 1234) and Ralawise Ireland (1 800 599 599). 

Check out the whole collection on the Just Hoods website, www.justhoods.co.uk