How Adanola Made It to Kendall Jenner’s Closet

From a small start-up in Manchester to collaborating with global icons, Adanola’s rise is nothing short of extraordinary – proving that a combination of simplicity, sustainability, and community can transform a brand into a worldwide sensation.

In the ever-evolving world of fashion, few brands have made as impressive a leap as Adanola. But what’s behind their success? It’s not just the clothes themselves – it’s the brand’s strategic use of social media, its dedication to sustainability, and its ability to connect with consumers on a deeper level.

The Power of Simplicity and Style

Adanola's rise began with a simple idea: creating versatile, stylish clothing that effortlessly combines form and function. Launched in 2015 by Hyrum Cook, the Manchester-based brand’s collection of activewear and loungewear quickly gained traction for its sleek, minimalist designs. The pieces were made to be worn every day – whether for a workout or a casual outing – allowing customers to build outfits around timeless, easy-to-style staples.

In a world dominated by fleeting trends, Adanola stood out by focusing on quality and simplicity. The brand’s clean lines and high-quality fabrics became a hit with fashion-conscious consumers who wanted more than just clothes – they wanted pieces that fit seamlessly into their everyday lives.

Building a Community Through Social Media

Adanola's rapid success has been fuelled by its savvy use of social media, where it has cultivated a loyal and growing community of followers. The brand currently boasts 827k followers on Instagram – and that number is still rising.

This massive online presence is more than just a vanity metric; it’s a testament to how Adanola has created an engaged, enthusiastic following that actively participates in the brand’s journey. They don’t just wear Adanola – they share their outfits, join the conversation, and have become part of the brand’s growing identity.

The brand’s ability to create content that resonated with its audience and fostered a sense of community made it feel more like a movement than just a clothing line.

The brand has gone beyond traditional influencer marketing to integrate its followers into the experience. On its website, Adanola has a spotlight on their community at the bottom of its product pages, where fans can showcase their outfits and see how other people style Adanola pieces. This not only helps to drive organic brand awareness but also fosters a sense of belonging among its customers.

Celebrity Endorsements: Boosting the Brand

As the brand's popularity grew, so did its celebrity following. Adanola’s simple yet stylish designs quickly caught the attention of well-known figures like Molly-Mae Hague, Michelle Keegan, Hailey Bieber and Kourtney Kardashian.

These influencers and celebrities became the perfect ambassadors for Adanola, wearing its pieces in public and sharing them with their millions of followers on social media. This celebrity endorsement, combined with a loyal following of fans sharing their looks on Instagram, helped build a buzz around the brand that was hard to ignore.

Sustainability at the Heart of Adanola

As Adanola expanded, it didn’t lose sight of its values. One of the things that sets the brand apart is its commitment to sustainability. Adanola produces its clothing in small batches to minimize waste, uses 100% recyclable packaging, and offsets its carbon emissions, all while maintaining the high-quality standards its customers have come to expect. This focus on sustainability has resonated with a generation of conscious consumers who are looking for fashion that aligns with their values. This dedication to ethical production has helped the brand stand out in a crowded market, proving that style and sustainability can go hand in hand.

Adanola's New Chapter: Niran Chana Takes the Lead

In 2024, Adanola marked a new chapter in its growth when founder Hyrum Cook stepped down from his role as CEO and appointed Niran Chana, the former Chief Commercial Officer of Gymshark, to take the reins. Chana brought a wealth of experience to the table, having played a pivotal role in Gymshark’s remarkable growth—from £5 million to £500 million in revenue. While Cook remained focused on the brand, product, and community, Chana took charge of company strategy, growth initiatives, and building the team to lead Adanola into its next phase.

Cook expressed full confidence in Chana, stating, “Niran’s been there, done that, bought the T-shirt. He grew Gymshark with [founder] Ben Francis, and he’s learned from that experience. It was perfect timing, and he’s the perfect person for the role.” Under Chana’s leadership, Adanola was well-positioned to further differentiate itself in the crowded athleisure market, which had been dominated by sports-focused giants like Lululemon and Gymshark.

What set Adanola apart was its focus on lifestyle-driven activewear. The brand resonated deeply with younger consumers who were increasingly focusing on wellness—not just at the gym but in every aspect of their lives. As Cook noted, “Young consumers are investing more than ever in how they look at the gym or at brunch, because they’re prioritising wellness over going out.” With Chana at the helm, Adanola was poised to amplify this lifestyle-driven approach in its marketing and brand identity, ensuring its place as a leader in the ever-evolving wellness and athleisure space.

Adanola x Kendall Jenner: The Ultimate Collaboration

Adanola’s latest milestone? A collaboration with none other than Kendall Jenner. The supermodel and global fashion icon recently teamed up with the brand for a new campaign, bringing her effortlessly chic style to the Adanola collection.

"I had so much fun shooting the new Adanola campaign," Kendall said about the experience. "Collaborating with such a talented team of creatives was inspiring, and the comfort and quality of the new collection made the experience truly exceptional." 

Hyrum Cook, Adanola’s founder, echoed this sentiment: “Kendall represents the modern Adanola woman—effortlessly stylish, adaptable, and always on the go. We’re thrilled to have her bring our vision for this collection to life, as she perfectly embodies the blend of form and function we strive for in every piece.”

What’s Next for Adanola?

Adanola’s journey from a small, local brand to an international name is far from over. With its roots firmly planted the brand is poised for even greater success in the years ahead. Kendall Jenner’s collaboration is just one example of how Adanola continues to evolve, bridging the gap between fashion and culture while staying true to its core values.

As Adanola expands its offerings and collaborations, it will continue to lead the way in creating stylish, functional, and sustainable fashion that resonates with today’s conscious consumers. And with its loyal following and high-profile partnerships, there’s no doubt that Adanola will continue to inspire and captivate the fashion world for years to come.

Adanola’s story isn’t just about clothing—it’s about building a brand that celebrates community, values, and the modern woman. And as the brand grows, its impact will only continue to rise.

‍