In an industry dominated by giants, taking a new apparel brand from inception to the forefront of sustainability and performance is no small feat. Yet, this is exactly the journey that Reflo is on. Founded just over two years ago, Reflo is quickly setting a new standard for what it means to be a sustainable apparel brand in the competitive world of performance wear. I had the pleasure of sitting down with Rory, the visionary behind Reflo, to discuss his impressive journey, the ethos that drives the brand, and the innovative approaches they are employing to make sustainability the gold standard in apparel.
A Revolutionary Idea Born from Passion and Necessity
Rory's story is a compelling testament to where passion, expertise, and a gap in the market can lead. With a rich background in marketing, particularly in the sports and events sector, Rory found himself at a crossroads during his time in Dubai. It was there, inspired by the synergy of sports and sustainability, that the idea for Reflo began to take shape. The catalyst was the realisation that there was a significant challenge in apparel for athletes, particularly in the golf world, where high-caliber athletes were restricted by apparel contracts from wearing certain brands.
From this challenge emerged a unique opportunity to create a brand that could marry quality, performance, and sustainability. Rory, alongside a friend who found a technology to convert waste plastic into high-performance fabric, set out to build what would soon become Reflo. Their vision was clear: to create the most sustainable apparel brand in the world, without compromising on performance or style.
Overcoming Obstacles and Setting New Standards
The early days of Reflo were marked by the all-too-familiar struggles of a startup venturing into a fiercely competitive market. Rory opened up about the skepticism and closed doors they encountered early on. Yet, it was the support from their initial community—friends, early believers, and those Rory had supported in his career—that helped them gain momentum. This community support, coupled with a relentless dedication to their innovative product, eventually led to significant breakthroughs, including attracting notable investments and partnerships.
One such partnership with Harry Kane, who became an investor and the global ambassador for Reflo, stands as a milestone for the brand. It signifies not just the appeal of their products among top-tier athletes but also a shared vision for sustainability and performance. This partnership not only brought Reflow into a broader public consciousness but also affirmed their direction and strategy in the performance wear market.
Sustainability as a DNA
The ethos of Reflo is firmly rooted in sustainability. Their commitment goes beyond mere lip service to the cause. Unlike other brands that may use sustainability as a marketing tool, Reflo has integrated it into every element of their production, from utilising recycled plastics and cotton to exploring innovations such as fabrics made from recycled car batteries. The result is a product line that stands up to the best in the market, not just in terms of sustainability, but in quality, design, and performance.
Rory and his team are constantly innovating, looking towards the future of apparel recycling with their Reloop system—a closed-loop recycling method that ensures Reflo apparel can be recycled efficiently at the end of its use, setting a precedent in the industry.
What Lies Ahead for Reflo
Looking to the future, Rory envisions Reflo occupying a space similar to what Tesla has carved out in the automotive industry—a brand synonymous with high performance, desirability, and sustainability. With plans to expand into team sports apparel, Reflo is poised not just to compete with the giants in the apparel industry but to lead a revolution towards sustainability and innovation.
As Reflo continues to grow and pivot, the underlying principle remains steadfast: to be a brand that people are proud to wear and a company people are proud to work for. In a world increasingly conscious of the environmental impact of consumer choices, Reflo stands as a beacon of change, demonstrating that sustainability, performance, and style can not only coexist but thrive together.
