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Update: Faded’s ownership as of 13 October 2026
360 Brand Group’s involvement in Faded dates back to its launch in 2018. Faded Store Ltd’s incorporation documents of 18 July 2018 name Chet Johnson and We Are Three Sixty Ltd as the two founding shareholders, each holding one ordinary share: a 50/50 split. We Are Three Sixty Ltd changed its name to 360 Brand Group Ltd on 1 August 2020.
Chet Johnson has transferred his 50% stake in Faded Store Ltd, leaving 360 Brand Group Ltd as its sole shareholder. The company’s confirmation statement dated 18 May 2026, filed on 29 July 2026, records the transfer of his one ordinary share on 23 December 2025. It lists Johnson with no remaining shares and 360 Brand Group with both ordinary shares. He also resigned as a director on 23 December 2025. The shareholding statement does not disclose a sale price or payment terms.
360 Brand Group, founded by John O’Donnell in 2015, also lists Closure London among its brands. Henri Marc & Co confirms on its own website that it is part of the group.
Faded Store Ltd remains active on the Companies House register, and its official shop is offering an Autumn/Winter 2026 collection.
This article was first published on 10 May 2020. This update clarifies the ownership history and corrects the television biography. Unsupported financial assertions have been removed. The writer’s observations and opinions about Faded’s early clothing range are retained below and concern that period.
Year started: 2018 | Official website
Who is Chet Sket?
Chet Johnson, known as Chet Sket, appeared in the fourth series of MTV’s Ex on the Beach in 2016 alongside Helen Briggs. His move into Faded combined his public profile with a stake in a clothing business.
Who owns Faded Clothing?
360 Brand Group Ltd is now the sole shareholder of Faded Store Ltd, following Chet Johnson’s share transfer in December 2025. The dated update above sets out the filings behind that change. Faded began in July 2018 with its shares divided equally between Johnson and We Are Three Sixty Ltd, the company later renamed 360 Brand Group.
John O’Donnell was a founding director of Faded alongside Johnson. The company records distinguish their roles: Johnson held his Faded share personally, while the other share was held by We Are Three Sixty Ltd.
Where does Mert Telyas fit into the ownership?
Mert Telyas’s documented ownership connection was through 360. He was appointed a director of We Are Three Sixty Ltd on 6 June 2018. Its confirmation statement dated 7 August 2020 records John O’Donnell holding one Ordinary A share and Telyas holding one Ordinary B share, with two shares in total. It records the transfer of O’Donnell’s other share on 9 July 2020. This establishes Telyas’s indirect ownership interest in Faded through 360 at that point; he was not named as a direct shareholder in Faded’s incorporation documents.
The Maseksport connection also appears in contemporary company material. A Maseksport presentation updated on 29 May 2019 lists Faded among its brands, alongside Closure London, Spora and Gym 365. That supports the connection between the Turkish manufacturer and Faded’s early business.
My assessment of Faded’s early clothing range
I worked in the fashion industry at the time and recognised garments in Faded’s early range as stock products with branding added. That first-hand experience informed my criticism of the launch. It is an observation about the early products I saw, rather than a claim about every collection Faded has produced since.
The distinction matters. A business can put a familiar face and a new label behind existing garments, or invest in its own designs and have them manufactured to order. Describing a factory as a ready-made garment manufacturer does not, by itself, establish which approach a particular brand follows.
My view was that Faded’s early approach could be a modest first step to test the market and grow, or a quick cash grab built around an existing audience. My criticism was that the product offer leaned heavily on Chet’s name. I wanted to see what the clothes offered beyond the logo and the person promoting them.
That is also a useful question when comparing Faded with labels such as Couture Club and Sik Silk: how much of the appeal comes from the garment’s design, construction and fit, and how much comes from the profile around it? Those are the qualities I would judge in the clothes themselves.
Why are they called Faded?
Faded is the brand name; Faded Store Ltd is the registered company. The sources cited here do not establish why the founders chose the name.
