U.K. streetwear brand Hoodrich is eyeing global expansion through .

Through a new partnership with The Eastman Group, the brand is entering the U.S. footwear market with its inaugural men’s collection launch on Sunday that’s exclusive to JD Sports locations nationwide and online at JD.com. A women’s collection is expected to follow, according to Hoodrich.

Hoodrich founder Jay Williams collaborated with Eastman’s design team to align with the brand’s origins and ensure the product stays true to its roots. The footwear line combines refined materials, thoughtful detailing and a distinct point of view for a fresh, differentiated offering for the U.S. market.

The debut lineup features a curated mix of sneakers and sandals designed to complement Hoodrich’s apparel line. The highlight of the shoe lineup is the Recon, a chunky cupsole sneaker that plays up design and premium materials, with an accessible retail price of $100. Recon will be available in three colorways. Two city-inspired sandal styles are included in the lineup.

“Hoodrich entering the footwear market is a natural next step for the brand, and an exiting opportunity for continued global growth,” said Williams.

A majority stake in the Hoodrich brand was acquired by brand management firm Iconix International in November 2023. The entry into the U.S. footwear market marks the brand’s next phase of growth and represents an acceleration of Hoodrich’s global expansion strategy.

“[The move] is a strategic evolution of the brand and a direct response to what our customers have been asking for,” Iconix’s CEO Bob Galvin said. “This launch allows us to meet that demand while delivering product that stays true to Hoodrich’s DNA — authentic, elevated, and footed in culture.”

Williams founded the brand in 2014, in Birmingham, England, built it around the mantra “From Nothing to Something.” He started Hoodrich with just 200 pounds and sold t-shirts from the trunk of a car.

Hoodrich is now one of the fastest-growing streetwear brands that is distributed in nearly 1,000 retail doors across 23 countries.