Her sustainable clothing brand unites fierce feminism with ethical and environmental entrepreneurship and fashion, a combination that saw her business go viral overnight. Lucy chats with Clothes Before Bros founder Laura Ella Griffiths to talk all about her badass biz, how it became a viral TikTok sensation, and how Laura's ADHD affects her as a business owner.
What inspired you to launch Clothes Before Bros?
I was inspired to launch Clothes Before Bros when studying Sociology at college in 2019, at that time in my life becoming a public speaker was an ambition of mine, focusing on feminist issues which had been bought to light during studying. I designed some female empowerment slogan t-shirts to sell via a print-on-demand t-shirt company with the hopes of building an audience on social media. Soon after launching I became aware of the exploitation of garment workers and the environmental effects of fast fashion – I did not want to contribute towards this! I took the plunge and invested in Clothes Before Bros, buying machinery to print my own t-shirts and sustainably sourcing tee’s from deadstock. Fast forward to 2022 and in addition to our sustainable feminist slogan t-shirts & accessories, we are working on creating our first collection which is ethically made from purely deadstock and vintage materials and size inclusive!
What makes you different from other clothing brands?
Too often we come across fast fashion brands selling female empowerment slogan t-shirts, unbeknown to the customers that the garment workers are most certainly not empowered, they’re exploited and earning as little as £73 per month in Bangladesh. At Clothes Before Bros we do things ethically as well as sustainably and we know our garment workers personally and all of which are paid a living wage. We also sell vintage Levi’s denim jeans and vintage leather trousers for £5 with the hopes to make sustainable fashion more accessible. In addition to this, we are a size inclusive brand! Our new collection is available in sizes 4 – 26 and we stock vintage jeans in 22” – 56” waist.
You've gone viral on Tik Tok! What do you think it is about your brand that resonates with your audience?
We went viral on TikTok back in 2020, this has opened so many doors for us as a small brand, I’m so glad that I made the choice to ignore the fact that people I know may see me and laugh! I think Clothes Before Bros resonates with people because we all want to do our part for the planet and we have given people the opportunity to do so, without breaking the bank! We know that style is just as important to people as sustainability, we have mastered the art of both! We also continue important conversation through our feminist slogan t-shirts, education is a huge part of our brand. We have recently launched a series on Instagram called ’Taboo Tuesday’, on which we discuss female taboo topics to break down stigmas.
Do you have any tips for other brands wanting to connect on a deeper level with their audiences?
My top tips for TikTok would be consistency and the four E’s – emotion, educate, entertain and engage. We pre plan all of our content and try to record videos in bulk, this really helps with the pressure of posting consistently. The four E’s have really helped us grow on the platform too, ways to capture your audiences attention are ‘emotion’, don’t be worried about being your true self, people love that and customers tend to buy from people rather than the brand itself. ‘Educate’ your audience on your niche, provide value before the potential customer has even purchased a product, this will build trust. Provide entertainment and make people laugh, this will help people get to know you and who doesn’t love to laugh?! Lastly, engage.. be sure to add ‘call to actions’ to your videos, prompt viewers to comment on the video, share with friends and save for later. If they do comment, reply to them and start building relationships.
Why is sustainability important to you, and do you have any tips for other fashion brands looking to become more sustainable?
Sustainability is important to us because we don’t want to contribute to the £140million worth of clothes which get sent to landfill each year by the UK alone. We believe in a circular economy and with this urge all fashion brands out there to think about the resources needed to create the fabrics they use and instead use fabrics which already exist – there is enough of them!
How does having ADHD impact you as a biz owner?
ADHD certainly impacts me as a business owner, it definitely has its pro’s and con’s – on a good day I can get the same amount of stuff done that someone else can do in a whole week. But on a bad day, it can be super difficult to concentrate at all, especially since my office is at home. Since being diagnosed in 2019 I have learnt so much about myself and now have strategies to combat certain issues which arise. I have learnt to listen to myself and take things at a much slower pace. Self care is a huge part of my life now and it helps me overcome problems I face, a personal favourite is meditation before sleep and ‘mind dumping’ all of my thoughts onto a page. Sometimes I get overwhelmed by my to-do list and could easily procrastinate, but putting pen to paper is like therapy for me.
What's the biggest challenge you've overcome with running your own biz?
One of the biggest problems I have faced is trying to do everything as a small business. It’s very easy to fall into the trap of comparing your business to competitors without taking into consideration that we are on different journeys, probably with different goals and with different staff, budgets, products etc.. I have always been an impatient person and tend to want everything right now. This journey has taught me that what’s for you will find you and to concentrate on what I’m doing rather than what others are doing.
How do you like to relax and Align yourself as a biz owner?
I’m a workaholic, so downtime to me isn’t all that relaxing and is often not at the top of my priority list. I find myself trying to take downtime and reading books about business or creating posts on Canva for Instagram or planning my work week.. I have realised that this is not relaxing and in order to truly unwind I have to take my head completely out of the game. This usually involves having a break from my phone and socials, not checking emails and relaxing with my family. I love pampering, so a pamper night in front of the TV is absolute heaven for me.
What's the big dream for Clothes Before Bros?
The goal for Clothes Before Bros is growth! I want everyone to know that sustainable fashion does not need to cost an absolute fortune, nor is it for certain body types either. We’re paving the way for inclusive, accessible and sustainable feminist fashion.
