A couple of months ago we came across London-based Jelly And Cream, and found a young brand putting their own fun spin on headwear classics. The name alone warranted further investigation, so we hit up the team and found that at its core is a sister and brother duo that are hellbent on having fun making gear they love. The Jelly And Cream operation is simple but it enables sister Jennifer and brother Jermaine to keep a tight focus on their constantly-evolving gear. Read on as Jelly And Cream break down making it in the wild new frontier of streetwear in the UK. (Editor’s note: never has ‘The Scoop’ been more appropriate for a feature)
INTRODUCER YOURSELF AND YOUR ROLE AT JELLY AND CREAM
Jennifer Craig – Owner of Jelly and Cream headwear brand.
HOW DID JELLY AND CREAM GET STARTED?
It honestly started as a thing me and my brother thought up for fun. We wanted to do something that will bring in a little money on the side and really just mess around creatively.
HOW WOULD YOU DESCRIBE THE BRAND’S AESTHETIC?
Generally, we just want to make cool snapbacks/headwear pieces! It’s all just about creating what we think looks good and what we hope people would like to wear/buy. We’re hoping to bring back our sweaters and tees (only those that have followed us from the very beginning know that we actually started out as a t-shirt/sweatshirt brand!
WHAT’S MOST IMPORTANT TO YOU AT JELLY AND CREAM?
The most important thing to us at Jelly and Cream is fun! Being young and having fun with it. We’ve never let it get too serious because we never started out that way, it’s a family-run business and it’s only been run by myself and my brother. For me, it’s just a lot safer that way but I do hope to start working with others like ourselves to make it even bigger than it is.
HOW ARE YOU GUYS PUTTING TOGETHER THE GEAR?
We have previously added a lot of hand-sewn pieces on to our sweaters and tees for more originality and authenticity – each product is important to us – it’s hard work. We’ve also use screen-printing and direct-to-garment printing. We use a lot of embroidery and knitting on our beanies and our snapbacks are made by hand also.
WHAT SETS YOU GUYS APART IN THE EVER-GROWING STREETWEAR INDUSTRY?
We really just try to think up new ideas. We don’t like to do what everyone else is doing and I think that’s what ultimately set us apart from the get-go. We do always try to keep up with trends of course but just add a little twist to it to make it ours.
FOR US AMERICANS, HOW WOULD YOU DESCRIBE THE CURRENT STATE OF STREETWEAR IN BRITAIN?
I’d like to think street wear is still growing rapidly out here but now it seems like there are a lot more street wear brands coming out literally every day and they’re all making the exact same things so it’s becoming quite saturated. It’s hard to stay original.
WHAT HAS BEEN THE BIGGEST ‘OH SHIT’ SUCCESS MOMENT FOR JELLY AND CREAM SO FAR?
This is hard! We’ve had loads but I think the biggest one was the first release of our Cream snapback – the sales on the release night were mad!
ANY OTHER BRITISH STREETWEAR BRANDS YOU’D LIKE TO SHOUT OUT?
We couldn’t just pick a few – we’d have to shout out all the British street wear brands out there because it’s hard work getting recognition! We’re always very happy to support any upcoming brands because we know how hard it is getting out there!
WHERE DO YOU SEE YOUR BIGGEST OPPORTUNITY FOR EXPANSION?
It would probably have to be distribution – We haven’t gotten into it yet because we like that our stuff is still very exclusive, but we’re definitely looking into stepping up distribution soon.
HOW DOES THE INTERNET AND SOCIAL MEDIA INFLUENCE THE WAY JELLY AND CREAM DOES BUSINESS?
It influences it so much! Our Twitter is our biggest asset. We use it for everything and we’re very close to our customers through Twitter, which for us, is the most important thing about running our business so social media definitely has played the biggest part.
IF YOU COULD DRESS ONE CELEBRITY IN YOUR GEAR, WHO WOULD IT BE AND WHY?
We have a few but I think we’d love to dress Nicki Minaj because she just has a lot of character and we’d like to think the same of our Jelly and Cream pieces! Our ‘Lick’ snapback would go perfect.
IF YOU COULD DO A COLLAB WITH ANY AMERICAN BRAND, WHO WOULD IT BE?
10.Deep! They just have some dope pieces.
WHAT CAN WE EXPECT NEXT FROM JELLY AND CREAM?
Loads and loads more products!
ANY LONG-TERM GOALS YOU HAVE SET YOUR SIGHTS ON?
We would love to get out to the USA actually! We’d love to tap into the streetwear market out in America, we think you guys would love our pieces out there!
Jelly And Cream just released some dope new pom pom beanies so be sure to check them out below and swoop by their online shop to check out all their gear. Thanks Jennifer for chopping it up with us!