60-second start-up: Wear Chemistry

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

Wear Chemistry is a new, sustainable fashion label that is turning the eco/ethical fashion scene on its head by bringing together something that looks good, feels good, fits incredibly well and is sustainable.

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

We are establishing a core online retail business, tapping into net-savvy shoppers who are looking for clothing that is not found in every high street or shopping centre.

10-15 seconds: Who are your competitors?

High street brands, eco-friendly/ethical brands, independent labels in the casual fashion segment.

15-20 seconds: What's your USP?

The clothing is made from 70% bamboo and 30% organic cotton, all ethically produced. All packaging is recyclable or biodegradable. It has to look good. It has to feel good. It has to be good.

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

The business has been funded entirely by us.

25-30 seconds: What were you doing before?

Trish was a marketing executive for nine years, specialising in international marketing. Brad was an investment banker for nearly a decade.

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

Certain elements of the idea came to us over a few years. We decided to bring it all together in 2010.

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

Stopped traffic! We staged the first ever 'flash fashion show' using everyday infrastructure such as pedestrian crossings as our runway/catwalk to bring the brand to the attention of consumers, press and online communities.

40-45 seconds: What's the stupidest?

Hand-gliding in Brazil in zero visibility. No regrets about the jump once flying…

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

Ginger and dark chocolate cookie - because it brings together distinct elements into a single tasty bite

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


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

We hope to have established a solid foothold in the UK market; we continue to focus on the brand and our offer while growing distribution to reach new customers.

Find out more about Wear Chemistry

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