60 second start-up: Huxley clothing

Can Benjamin Benton beat the Smarta clock to make his pitch?

0-5 seconds: Sum your business up in a sentence

Huxley is a British clothing brand putting colour back in men's wardrobes.

5-10 seconds: What's the business model?

I felt Benetton's old business model of selling knitwear and wardrobe basics in every colour of the rainbow had disappeared, and that was bad.

Using British manufacturers to make our wares before selling them online and through mail order catalogues.

10-15 seconds: Who are your competitors?

No one major, only the likes of Uniqlo, Boden and Brora…

15-20 seconds: What's your USP?

We use British designers and British manufacturers to make high quality, well priced clothing in colours not widely available on the high street.

20-25 seconds: How have you funded it so far?

Initial funding was raised from friends and family.

25-30 seconds: What were you doing before?

After leaving Edinburgh University I worked for a Hedge Fund for 18 months before voluntarily leaving in the middle of the recession to launch Huxley.

30-35 seconds: Where did the idea come from?

I felt Benetton's old business model of selling knitwear and wardrobe basics in every colour of the rainbow had disappeared, and that was bad. I also felt that as we have seen with food in the past 3-5 years people now care more about the provenance of their products, and that as the recession bites a previously apathetic generation have started to become aware of their responsibility for restoring Britain's place in the world economy. These two ideas combined in my head, and out popped the idea for Huxley.

35-40 seconds: What's the smartest thing you've done so far?

Having the balls to give it a go.

40-45 seconds: What's the stupidest?

Being a bit too gung ho from day one. I could have got more information and knowledge before approaching manufacturers for the first time. Worked out OK in the end though.

45-50 seconds: If your business was a biscuit, what would it be?

A Fox's party ring. Great bright colours and (hopefully) a British classic.

50-55 seconds: Which idea are you a bit jealous of?

Uniqlo, its founder Tadashi Yanai had a head start on me.

55-60 seconds: Where are you going to be in 12 months' time?

Hopefully slipping through the letter box and into the inbox of every 18-35 year old in Britain.

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