I love meeting and learning about businesses that are going above and beyond when considering their processes or ingredients to not only create briliant products but also considering the bigger impact they have on our world. I’m interested to hear what gets these inspiring founders out of bed each morning and keeps them up at night. Intrigued by the challenges that sticking to strong values can bring when starting your business and the role that branding can play in ensuring these values are communicated clearly, Founders with Purpose is a series of interviews with the brands I have come across that are doing great things in the world of beauty, fashion and wellbeing and pushing the boundaries when it comes to innovating their product creation, so that the impact on our mind, bodies or world is that little bit more positive.

Meet Hannah and Sara

Hannah and Sara have created the premium, sustainable rainwear brand On Good Authority. They make waterproof jackets from recycled waste plastics, in ethical factories. Ensuring their process is striving to be as sustainable as possible.

Their journey as entrepeneurs is relatively new, so I wanted to speak with them about what inspired them to delve into launching their own business as well as creating innovative garments and the challenges that can come when establishing a sustainable production process.

What was it that inspired you to start your business?

On Good Authority started as an idea at a particularly rainy Glastonbury festival. Relentless wet weather meant that we spent the five-day event in our waterproof hiking jackets feeling frustrated at the compromise between style and practicality. We started speaking to our friends and realised it wasn’t just us that felt this way. With Sara’s background in performance outerwear product development we realised that this was a problem that we could actually solve.

What values does your business hold dear?

Transparency is imperative for us. Every decision we make is influenced by our ambition to reduce our environmental impact. As a start-up this may not always be possible, but we are constantly looking for ways to improve as we grow. We openly talk about the positives that we are achieving now and what we intend to improve upon once we become more established.

What practical challenges have you had to overcome in order to ensure your product aligns with your bigger purpose?

When we started OGA two years ago, we knew we wanted our brand to be responsible but we hadn’t fully understood the extent of the complex ecological issues resulting from the actions of the fashion industry. It has been a steep learning curve and one that we have to keep up-to-date with all the time.

Waterproof Kimono by On good Authority available here

What do you see as the biggest issues facing your industry in the next year?

Whilst there is a growing movement towards more conscious consumption, there is still a long way to go before we see a reduction in the detrimental impacts the industry has on the planet. It requires joint action from the legislators to industry professionals right the way down the individual consumer.

What changes would you love to see happen in the industry that could make a bigger difference?

Livestock production is one of the major causes of global warming. It would be great to see more fashion brands moving away from animal derived materials. There are so many fantastic alternatives available now that the transition is a lot easier than it once was.

What words of wisdom would you give to people starting out, who are looking to innovate within their industry for the greater good, whilst also running a business?

When pitching your product or idea, lead with the problem that you are solving and with your USP. The green credentials are a “nice to have”. Consumers still want beautiful, desirable products first and foremost.

Any other thoughts or comments you would like to share?

Try to build a solid community around you. Starting a business can be a lonely journey at times so make sure you have a tight circle of industry professionals and patient friends and family who are willing to support you along the way.

As a freelancer / small business owner myself I couldn’t agree more with the advice of building a strong community — it’s easy to get lost in your own thoughts and self doubt — having people you can get a second opinion from, or have a truly honest conversation with or even just share a bottle of wine with is essential to ensure you retain perspective. Without perspective it can be hard to keep up the enthusiasm when things seem a little daunting or you’ve reached a bit of a lull.

It’s interesting to note that even in these times of much more conscious consuming it’s still important to ensure that you’re communicating your USP clearly alongside the green credentials, a sustainable product doesn’t make up for a product that people don’t want or need. For any successful business it’s essential your brand is clearly communicating it’s value. This can be achieved through many touchpoints of your brand’s marketing materials — from your messaging and imagery being consistent on instagram right through to your packaging and look books. Every touchpoint is an oportunity to express what you stand for.

Thanks to Sara and Hannah for giving us some insights into their world and business. I look forward to seeing On Good Authority produce more great garments, in turn making sustainable yet desirable rainwear more accessible for all. The Waterproof Kimono is available online now and the field jacket and parka are coming soon. Check out their online store at www.ongoodauthority.co

Founders with Purpose — The people behind On Good Authority