Freddie Jones, a 20-year-old from Hereford, credits the skills gained through his Duke of Edinburgh’s Award (DofE) for helping him establish a successful sustainable fashion brand.
Motivated to combat the environmental damage caused by fast fashion, Jones began trading secondhand clothing on an online vintage platform before expanding into physical stores.
Shortly after completing sixth form, he opened his first shop at Hereford’s Old Market Shopping Centre, followed by a second location in Cheltenham within two months.
His entrepreneurial journey took an unexpected turn when a chance encounter with Superdry founder Julian Dunkerton led to a collaboration, enabling Jones to sell his curated vintage stock in Superdry stores.
Jones attributes much of his success to the discipline and accountability instilled by the DofE program.
“DofE was the perfect recipe to keep me accountable and consistent,” he explained. “Without that, I wouldn’t have really got to where I am now.”
Encouraging others to pursue their passions, Jones emphasized the importance of taking risks while young.
“If you enjoy something enough, go for it. It’s taken me this far, and hopefully, it’ll carry me into the future.”
With his brand flourishing and a commitment to sustainability, Jones represents a new generation of entrepreneurs blending purpose and innovation.
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