10 Years Deep with Hoodrich

It’s not every day that you get to witness a brand's journey from the very beginning, let alone be a part of that journey. But that’s exactly what it's been like for us at Sketch Creative with Hoodrich. From day one, when we designed that original logo, to now - 10 years later - seeing Hoodrich evolve into a global sensation, it’s been a ride that’s both inspiring and humbling. As we celebrate a decade of Hoodrich, I wanted to take a moment to reflect on what this milestone means, not just for them, but for all of us who’ve been along for the ride.

When we got the invite for the exclusive viewing of the '10 Years Deep' documentary at the IMAX in Birmingham, we knew it was going to be a memorable evening. From the moment we stepped into the cinema with branded popcorn in hand, it was clear that this was more than just a screening - it was a celebration of Hoodrich’s journey, full of the hard work and hustle that’s been at the core from the start.

Sitting there, watching Jay Williams tell his story - from his bedroom with just £200, printing 30 t-shirts, and selling them from his car, to building a brand that’s now recognised globally - was nothing short of awe-inspiring. It’s easy to look at Hoodrich today and see the success, but hearing Jay speak about those early days, the late nights, and the sheer determination to push through every obstacle was a powerful reminder of what it takes to build something from the ground up. It’s not just about the clothes or the logo; it’s about the grit, the community, and the passion behind every decision.

After the screening, we headed to LAB11 for the after-party, where the real celebrations began. The place was fully stamped by Hoodrich, an incredible nod to how far the brand has come and its impact on the culture. The night featured performances from music artists who’ve been part of the Hoodrich journey, making it feel even more special. It was a laid-back evening filled with good vibes, shared memories, and plenty of excitement for what’s still to come.

For me, as Creative Director at Sketch, this journey with Hoodrich has been a deeply personal one. We've been there from the beginning, and recently, we've collaborated with Matt Morton and his team to create a 300-page exclusive book that dives deep into the Hoodrich story. This book is more than just a look back; it's a journey through the brand’s evolution - highlighting the highs, the lows, and the defining moments of the past decade. It’s a celebration of creativity, of pushing boundaries, and of never settling for anything less than excellence.

As we look back on 10 years of Hoodrich, I’m filled with pride - not just in what Jay and his team have built, but in the significant part we’ve played in that story. It’s a powerful reminder of why we do what we do at Sketch Creative: to bring visions to life, tell stories that matter, and be a part of something bigger than ourselves.

Here’s to Hoodrich, to the journey so far, and to the next 10 years of breaking boundaries and setting new standards. As we continue collaborating with Matt and supporting the Hoodrich brand creatively, we’re excited to help it grow and evolve in new and innovative ways. Thank you for allowing us to be a part of your story - here’s to many more chapters ahead!