Jaded London Put Its Leather Shearling Boot in LA

Two American stores got the boots on Saturday. The app gets them Tuesday, the website Wednesday, and Jaded London says every pair is cut from genuine cow leather and suede.

The first pairs never touched the internet. On Saturday, October 10, Jaded London put its new shearling boots on the shop floors of its only two American stores, one at 8483 Melrose Avenue in West Hollywood and the other at 434 Broadway in SoHo, with its own launch page warning that in-store stock was limited. Anyone who missed the weekend gets two more shots this week, first through the brand’s app on Tuesday and then through its website on Wednesday. The order of those three doors says a lot about how the London label sells in 2026, and about which customers it now puts at the front of the line.

Signal. What happened: Jaded London rel a new shearling boot in its Los Angeles and New York stores on October 10, 2026, ahead of an app-only early access window and a full online launch later in the week. Exact object: the Jaded London Shearling Boots, which the brand says are made from 100% genuine cow leather and suede; no price, colorway count, or style code had been published at the time of writing. When and where: in store at Melrose Avenue and Broadway from Saturday, October 10, with limited stock; through the Jaded London app from Tuesday, October 13 at 3pm EDT (8pm BST, 12pm PDT); on jadedldn.com from Wednesday, October 14 at the same hour. Source: the brand’s own shearling boot launch page. Why it matters: it moves a footwear line whose earlier styles leaned on faux leather and PU into genuine leather and suede, and it puts the brand’s two new US stores, rather than its website, at the head of the rel queue.

 

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The launch page is spare. A single hero image sits above the line “With you every step of the way,” followed by a short materials note, the three release windows, and buttons for the iOS and Android app stores. Below that runs a gallery of five campaign images. There is no price, no size chart, and no product listing yet, which leaves the copy and the release schedule to carry the announcement on their own. The tagline is a soft, almost sentimental line for a brand better known for low-rise denim and club-ready co-ords, but the materials note underneath it is where the real news sits.

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Jaded London’s footwear history is short, and most of it has been built from synthetics. The label’s first footwear launcharrived in December 2023 with two styles: the Destiny 3-in-1 boot, designed with detachable sections that took it from thigh-high down to ankle height, and the Brooke boxing boot, which came with interchangeable yellow and black laces. The Destiny’s body was faux leather, finished with zips, metal poppers, and laces. The campaign treated the two silhouettes as rival characters, staging a mock press conference in which the girl behind each boot aired her side of the drama. More recent pairs have kept to the same material logic. The Vione Slouch Wedge Boots, listed at £180 on the UK site, are made from washed black PU suede with PU leather straps and antique silver hardware, according to the brand’s own composition breakdown.

Against that record, a boot made from genuine cow leather and suede is a material break rather than a styling update. It also changes what the product asks of the person wearing it. Real suede and leather crease, darken, and mark over time in ways a polyurethane upper does not, and they generally cost more to source and work. How much of that cost reaches the shelf is one of the things Jaded London has not yet said.

There is one wrinkle in the naming. The launch page and the menus on the US site call the product shearling boots, while the promotional banner running across the top of the same site advertises them as sherpa boots, and an earlier sign-up link carried the sherpa name too. In the trade, those two words describe different things. Shearling conventionally refers to sheepskin tanned with the wool left on, so leather and fleece are a single piece. Sherpa usually describes a synthetic pile fabric, most often polyester, engineered to look like that wool. Jaded London’s published spec covers the leather and suede shell but says nothing about what lines the inside of the boot, so the composition of the fleece remains an open question until full product pages go live.

The leather spec also lands in the middle of a debate the brand has been fielding for some time. In a 2025 Forbes interview with founders Jade and Grant Goulden, the siblings pushed back on comparisons with ultra-low-cost online platforms, saying the factories they use also produce for premium labels and that their pricing was built to sit in the accessible middle of the market. Pieces at the time ran from $77 for a baby tee to $496 for a faux fur jacket. The new boot puts a physical material claim behind that positioning, at least on the outside of the shoe.

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Both online windows are pegged to London time. App users get access at 8pm BST on Tuesday, October 13, which works out to 3pm on the East Coast and noon in Los Angeles. The website opens at exactly the same hour on Wednesday, October 14. For a New York shopper, that puts both online rel in the middle of a weekday afternoon, while it is already evening in London. In practice, the stores had a three-day head start on the app, and the app has a one-day head start on everyone else. On launch Saturday itself, both stores were on their standard hours, opening at 11am and closing at 7pm local time.

The Jaded London app has been doing more of this kind of gatekeeping lately. When the brand opened The Sound Roomat its Broadway store on September 16, a listening space built with consumer tech company NOTHING, entry was available exclusively through the app, and a rotating lineup of DJs was booked to play it. The brand’s newsletter sign-up makes a similar promise in a different register, offering early access to new collection launches in exchange for an email address. The shearling boot release stacks those channels in a clear order: physical presence first, app membership second, the open web last.

That rhythm suits a label that has long treated product as a series of events. At its 2025 SoHo pop-up, the founders described a schedule in which a new drop, a DJ set, or a tattoo artist arrived roughly every two weeks, and the brand’s following on TikTok is built in large part on customer haul videos that document each release as it lands. Routing one boot through stores, then an app, then a website turns a single product into three separate moments, each with its own audience.

There is a practical side to the sequence as well. A store launch lets shoppers try on a boot with no published size guide before committing, which matters more for a structured leather boot than for a jersey top. It also lets the brand watch how two very different neighborhoods respond before the wider online audience arrives. Jaded London has not said how many pairs each store received, or whether the weekend allocation sold through.

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The decision to open the boot in Los Angeles and New York, rather than London, follows the money. In that same 2025 interview, Grant Goulden said “the U.S. accounts for 40% of our revenue even though we’re based in London.” At the time, the brand was running a long-term pop-up on the corner of Grand Street and Broadway in SoHo, opened at the start of New York Fashion Week, with a glowing install called the Smoke Room at its center and an opening rave in Bushwick that ran into the next morning. The founders said then that a permanent New York store could follow.

It did. According to RetailBoss, Jaded London opened its Melrose Avenue store on March 20, 2026, with the SoHo location following days later, marking the brand’s first permanent retail in the United States. The New York shop landed at 434 Broadway, on the same stretch of Broadway as the earlier pop-up, and both stores now keep identical hours, 11am to 7pm Monday through Saturday and noon to 6pm on Sunday, according to the brand’s stores page. That page currently lists only those two addresses.

The founders have said they moved into physical retail because a customer base built almost entirely online had no way to see or touch the clothes. Nearly seven months after the US stores opened, the shearling boot release is built squarely around that idea. A limited in-store allocation, released three days before the app and four days before the website, gives the people who walk into Melrose or Broadway something the rest of the brand’s audience cannot get yet.

The siblings’ own backgrounds sit close to this kind of hands-on retail. Founded in 2013, Jaded London grew out of a family that had worked in clothing for generations: the Gouldens have said their grandfather was a tailor and their father worked in the garment district. Jade has described herself as the womenswear eye of the pair and Grant leads menswear, and from the start they pitched the brand as a unisex line at a time when few young labels were doing so.

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Any brand that sells a shearling boot is stepping into a category that many shoppers still call by a single brand name. UGG, whose parent company Deckers Brands reported UGG net sales of $2.74 billion for the fiscal year that ended March 31, 2026, up 8.2 percent on the year before, remains the reference point for the silhouette. Every new entrant into the space gets measured against that boot, whether or not the brand invites the comparison.

Jaded London is inviting it, gently. The launch page bills the release as the next stage in the shearling boot’s evolution, which frames the product as an update to a shared reference rather than a novelty. The timing has its own logic too. The brand’s whole aesthetic leans on the early to mid 2000s, the era of skinny jeans, distressed denim, and scruffy fur that the Forbes piece framed as an indie sleaze revival the label has helped lead, and the sheepskin boot was one of that period’s most recognizable pieces of everyday street style.

 

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Where the boot lands on price will decide how direct that comparison becomes. Jaded London has not published a figure, and none had surfaced publicly as of Monday. The brand has also not said whether the boot comes in multiple colorways or heights. One detail on its US site hints at the intended audience: the “Shearling boots” link sits in both the womenswear and menswear menus, which suggests a release aimed across both sides of the business, in keeping with the unisex pitch the founders have made since 2013.

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Several basic facts remain unannounced: price, sizing, the number of colorways, what the lining is made of, and how many pairs went to each store. Some of that should become clear once the app listing goes live on Tuesday afternoon, and the rest when the product reaches the brand’s website the following day. The boot is not arriving alone, either. The Nolita womenswear collection and the block.exe menswear collection both sit at the top of the site’s navigation alongside it, which places the release inside a busy October calendar rather than in a shh week of its own.

For now, the fixed points are the ones printed on the launch page. The stores opened on Saturday, the app follows on Tuesday at 3pm Eastern, and the website on Wednesday at the same hour.