What was the moment or realisation that made you want to start OXFINERY APPAREL?<\/strong><\/p> It was at the end of 2023 when I was interviewed on BBC Oxford about the major downsides of fast fashion and how we can overcome it. Shortly after that, I felt I needed to take action myself, so OXFINERY was born. <\/p> Can you explain what concerns you most about the fashion industry as it exists today?<\/strong><\/p> The modern fashion industry is deeply problematic due to overproduction, environmental damage, labour exploitation, and a culture of disposability driven by fast\u2011fashion. Massive volumes of cheaply made clothing strain natural resources, generate waste, and often rely on poor working conditions, while sustainability efforts are frequently superficial or misleading. At the same time, rapid trend cycles encourage constant consumption and diminish craftsmanship and longevity. Meaningful improvement requires slower production, lower volumes, greater transparency, and fairer pricing across the entire system.<\/p> How did speaking on Oxford Radio 1 and helping run a clothes exchange influence your approach to building a brand?<\/strong><\/p> They both grounded my approach to building a brand in conversation and community, not just product. Radio taught me how to articulate values clearly and accessibly, while the clothes exchange showed me, in real life, how people interact with clothing; what they value, what they keep, and why they let things go. Together, they reinforced the importance of transparency, engagement, and designing with longevity and purpose in mind, rather than chasing trends or volume.<\/p> Why was it important to you that the brand avoided hype, trends, and loud design?<\/strong><\/p> Because that\u2019s typical of fast fashion brands, we don\u2019t need more of that, that\u2019s the whole point. <\/p> What does \u201ctruly sustainable\u201d mean to you in practice, not just in theory?<\/strong><\/p> Is it truly circular and can you prove it? <\/p> How does where you live influence the way you think about clothing, pace, and quality?<\/strong><\/p> Times moves more slowly here. If I\u2019m honest, I probably do too. That pace of life is carried into the craftsmanship of OXFINERY. Goods things take time and are worth the wait.<\/p> What makes apparel such an important medium for communicating values and starting conversations?<\/strong><\/p> We all need clothes. If you can get someone to believe in your mission AND wear it publicly, it\u2019s powerful.<\/p> How important is it to you that OXFINERY is something you genuinely wear day\u2011to\u2011day?<\/strong><\/p> You have to believe and love what you\u2019re creating and if you don\u2019t feel a sense of pride when you\u2019re wearing it, you\u2019re doing it wrong. It\u2019s extremely important for me.<\/p> I know they will immediately feel a difference in comfort, compared to your usual wardrobe that might contain some polyester for example. Anyone who has worn 100% organic cotton will tell you the same. <\/p> What challenges have surprised you the most since launching OXFINERY?<\/strong><\/p> Not just the brand, but anything I do in life, I have to remember things take time. I do like quick wins, but this definitely isn\u2019t one. <\/p> Why do you believe slow fashion is the future?<\/strong><\/p> I don\u2019t actually think it\u2019s the future, unfortunately. I think we\u2019ve been so accustomed to fast fashion, fast deliveries and consuming more than we need, that it will be like turning an oil tanker with a spoon. I believe there needs to be alternatives, to at least help it slow down.<\/p> What does success look like for OXFINERY APPAREL, beyond sales numbers?<\/strong><\/p> The day I walk by someone in public who is wearing the brand. As well, of course, to getting as many people as possible into understanding and believing the need for brands like this.<\/p> What would you say to someone who wants to shop more responsibly but doesn\u2019t know where to start?<\/strong><\/p> You have the internet at your hands. Research as much as you can. <\/p>","urlTitle":"interview-with-oxfinery-apparel-founder","url":"\/blog\/interview-with-oxfinery-apparel-founder\/","editListUrl":"\/my-blogs","editUrl":"\/my-blogs\/edit\/interview-with-oxfinery-apparel-founder\/","fullUrl":"https:\/\/oxfineryapparel.com\/blog\/interview-with-oxfinery-apparel-founder\/","featured":false,"published":true,"showOnSitemap":true,"hidden":false,"visibility":null,"createdAt":1776436488,"updatedAt":1776690500,"publishedAt":1776690499,"lastReadAt":null,"division":{"id":434926,"name":"Oxfinery Apparel"},"tags":[],"metaImage":{"original":"https:\/\/images.podos.io\/e6xtlkfwmt2nwznttdaayebltlqx5bygtvmbuimopudplrwo.jpeg","thumbnail":"https:\/\/images.podos.io\/e6xtlkfwmt2nwznttdaayebltlqx5bygtvmbuimopudplrwo.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/e6xtlkfwmt2nwznttdaayebltlqx5bygtvmbuimopudplrwo.jpeg.jpg?w=1920&h=1440"},"metaTitle":"","metaDescription":"","series":[],"similarReads":[],"labels":[]}2. You\u2019ve spoken publicly about fast fashion before.<\/h3>
3. You\u2019ve been involved in sustainability beyond just clothing.<\/h3>
4. OXFINERY is deliberately understated and minimal.<\/h3>
5. Sustainability is often used as a buzzword.<\/h3>
6. You\u2019re based in Oxfordshire and close to the Cotswolds.<\/h3>
7. Why clothing?<\/h3>
8. Many founders start brands they don\u2019t actually wear themselves.<\/h3>
9. What do you hope someone feels when they wear OXFINERY for the first time?<\/h3>
10. Starting a brand isn\u2019t easy.<\/h3>
11. In a world of mass consumption, OXFINERY takes a slower approach.<\/h3>
12. Looking ahead,<\/h3>
13. Finally,<\/h3>