Hera names rapper J Fado as first global ambassador

By

Sandra Halliday

Published
May 17, 2022

UK streetwear brand Hera Clothing has appointed its first global ambassador — British rapper J Fado. It’s part of the label’s “new journey to create and foster meaningful relationships with ambassadors who represent the diverse and ever-changing cultural make-up of the UK and beyond”.

That new direction has been happening since control of the brand was acquired late last year by ex-Gymshark Chairman Paul Richardson. He’s targeting sales of £100 million over the next three to five years, up from single-digits at the time of the purchase, so it’s clear that his expansion and marketing plans would be unveiled at pace.

The company said that the new link-up will “see J Fado become part of the Hera family; from working on campaigns together, being involved with the design processes of upcoming collections, and being dressed exclusively by the label”.

He has several hit singles to his name, as well as a growing number of Instagram followers (currently at around 400,000). The 22-year-old’s music has amassed millions of views on Spotify and YouTube and the company said he’s “creating waves throughout the UK and beyond with his distinctive sound and style”. That’s the kind of ambassador who ticks plenty of boxes for a brand such as Hera.

Chief Brand Officer Georgia Richardson said: “Our mission as a brand is to support a range of ambassadors from diverse backgrounds, with different skills and creativity, empowering them to chase the things they want in life and explore what they’re passionate about. That’s why we’re delighted to have J Fado on board.

“Hera believes in J’s energy, passion and attitude for the music industry, and we are thankful to support a young British emerging artist in the early stages of his career. For us, it’s not just about collaborating with huge names in industries, instead, we want to find people who share our vision, and have drive and passion in their chosen fields — people we can grow with and build meaningful relationships.’’