Freddie Jones, a 20-year-old entrepreneur from Hereford, has credited the skills he gained from completing the Duke of Edinburgh’s Award (DofE) with helping him build a successful sustainable fashion brand.
Jones, who studied at Cheltenham College, began exploring ways to reduce the environmental impact of fast fashion. He started buying and selling second-hand clothes through the online platform Depop, focusing on vintage items.
A chance encounter with Julian Dunkerton, the founder of Superdry, led to a significant collaboration. Jones now sells his stock in Superdry stores, marking a major milestone for his growing business.
Reflecting on his journey, Jones emphasized how the DofE helped him stay focused. “DofE was the perfect recipe to keep me accountable and consistent,” he said. “Without that, I wouldn’t have got to where I am now.”
Two months after finishing sixth form, Jones opened his first second-hand clothing shop in Hereford’s Old Market Shopping Centre. He expanded quickly, opening a second shop in Cheltenham just two months later.
Jones admits that meeting Dunkerton was a stroke of luck, but he believes taking risks has been key to his success. “If you enjoy something enough, go for it. I started young and thought, ‘Now is the best time to take those risks.’ It’s brought me this far, and I hope it will carry me into the future.”
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