With Barnardo's reporting that on average clothing items are only worn 7 times before they are thrown away, the fashion industry is clearly responsible for overproduction and excessive use of resources. However, many emerging brands are encouraging their customers to shop more mindfully to reduce their personal environmental impacts so I was keen to speak to an expert to find out more.
In this episode, I speak with the founder of the eponymous fashion brand Aoife McNamara who has always placed transparency at the centre of her business. In contrast to fast fashion brands, she prioritises quality over quantity and encourages customers to care for their garments to make them last.
Aoife shares advice on building an environmentally transparent fashion business and how important transparency and sustainability are to customers.
Aoife’s advice:
- Sustainability means putting the planet, people and local materials first
- Believe in: earth logic not growth logic
- Have your “why” foremost in your mind and if you believe in this it will help you take the more difficult route
- Be curious; have mentors/ a board of advisors; network; take courses; go to talks
- Never be ashamed to ask
- Internship is a useful way to learn an industry
- When making decisions on sustainability you need to show responsibility
- Supply chain transparency is vital; be honest with your customers (in fashion this means being honest about the fabric, the makers of the garment, its origin)
- Educate your consumers, not to make a profit from them but for the sake of doing it
- Make each item you create as good as it can possibly be
- You will never be perfect but as long as you try that’s the main thing
If you'd like to contact Aoife, you can reach her via aoife@aoifemcnamara.com or @aoife_ireland
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Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.
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02:38.72
fallowfieldmason
Hi Efa It is wonderful to have you on how to start up to date. Thank you for your time. It would be great if you could kick off with a brief introduction as to who you are and a bit about the business that you started and then go for it.
02:48.19
Aoife
Yes, but thank you so much for having me I'm so excited to be here and yeah, so just a bit about me so I'm the finder and Ceo of Eve Mcnamara we use ethical materials and innovation to create wounds or clothing. And I suppose a big part for us is our ambition is to redesign a fashion industry to offer transparent regenerative and circular fashion where there is no waste and and are based in Ireland in in a day Oflog County laworkrk we have a lovely little touch cottage here. Um, yeah let's just thought about myself.
03:18.40
fallowfieldmason
Amazing And why did you start your business.
03:24.18
Aoife
So I suppose I set up in was 2019 and I was traveling I suppose I was working abroad I was working in New York Mark Jacobs is working in Paris and I think for me when I was working in Paris. Um. I just didn't find the brands that I found aligned with my vision and my my curiosity and my my want to do better and I think that was a big big I suppose shift in my career in my what I was wanting to do so I came home in 2019 and I decided to set up my own brand. Um. So yeah, it happened very organically but it was definitely from the mindset of I want to do better I know I can do better for the environment with the fashion brand. So yeah.
04:07.28
fallowfieldmason
I Love that because a lot of people say oh we're a sustainable business. We're all about sustainability. But for you, it's bigger than that. It's I want to do better. It's much much bigger than just being sustainable. But why does that matter to you.
04:17.22
Aoife
Yeah, yes that I suppose for me, it definitely started when I was a child I've always been obsessed with being in nature being outdoors. Um, all of our summers were spent in the seaside or spent by the by the ocean um so I've always had a natural love for nature and a natural want to protect it and then it was only when I went to fashion college in 20 I graduated 2018 so as there in 2014 and that I realized. The fashionist fashion industry is its second biggestleater behind the oil industry in the world I was I couldn't believe it I didn't I just didn't even know that was a thing I didn't even know the fashion industry had impacts on the environment. So when I figured that I I was like okay I have to do something we have to do something. Why is everybody still producing fast fashion what is going on.
04:56.30
fallowfieldmason
Second guest.
05:08.90
Aoife
So for me, it started at a young age. Um I suppose that my love for the environment and then when I figured out the impacts It had it all just stemmed from there.
05:16.50
fallowfieldmason
Amazing and so a lot of people talk about sustainability. What does that mean to you? How would you define that if everyone has a different answer which I love.
05:28.39
Aoife
Yeah I yeah no I think for me, um, sustainability really means putting the planet first. So it means choosing earth logic and not growth logic which is really hard when you're starting a business and because everything is 10 times more expensive. 10 times longer 10 times harder. But again, it's back to my why and my mission and it's so ingrained in my belief in what I'm doing so it's really putting the planet and people at the forefront of every decision we make and for me that was really championing Ireland Champing local and really figuring out how we can work as much as we can with local materials local producers and so yeah for me sustainability really means um, putting all of that first and believing in earth logic and not growth. Chart growth. Logic.
06:12.62
fallowfieldmason
And given you just mentioned starting a business. Everything's much more expensive time is poor. Resources are poor budget support. How would you encourage a new founder to take that commitment.
06:30.60
Aoife
It's tough. Um, it's definitely tough I think sustainability has to nearly like it really has to be ingrained in your belief because it's not easy um to to choose that path in business as you know yourself it. It makes everything 10 times harder. But I think it's really. Believing in yourself and knowing that like it will make change and we've seen it in our business like people are starting to choose more sustainable garments and wanting to learn more like I feel like half my role is is an educator half my role as a designer. So a big thing and what we're doing is educational events at the moment as well. So I think it's. You have to so strongly believe in your why and then you have to bring people with you along the way. So yeah, it's it's not easy. Um, don't go into thinking that it's going to be easy, but um, it's all worth it.
07:15.32
fallowfieldmason
And that's really interesting because I mean my background was in fashion brands as well and I used to work for the luxury ones like Chanel and seasonally you'd have 8 collections a year and fashion is known for having that turnover of collections. How have you managed to establish a fact given your passion was fashion as well. How have you managed to marry the 2 together to have the fashion and say newness and encouraging people to buy product but dovetail that into your sustainability core value.
07:45.34
Aoife
Yeah, it's a tough one. Um for us we don't work. Yeah I know I know I I have gone to learn that. Um, so for us we don't create seasonally so we create. Um.
07:47.26
fallowfieldmason
You like a challenge.
07:59.34
Aoife
Around 2 collections a year but we bring them out on our own time framemes. So we're not, we're not in sync with the fashion seasons or anything like that. We don't believe in creating a garmin just for autumn winter or just for spring summer I believe that every Garmin can last all year round and that's really how we design it's it's so important to have garments like that because.
08:18.50
fallowfieldmason
And yeah cause it get more wear out of them.
08:19.29
Aoife
Yeah, because no nobody want Yeah I know nobody wants something that's going to sit in their wardrobe. Um, so yeah for us. That's just a big belief in in our design Design Philosophy. So It's really like I suppose you to try and incorporate every single aspect into that the design side of it then so it's. Working backwards nearly from all of it If You're not going to do seasonal clothes. How are we going to make them that people want to buy them all years then you're going back to the fabrics you going back to the car. Um, So yeah, it's all incorporated in it.
08:49.91
fallowfieldmason
So every detail down ah down to the pipeline to what you're saying about fabrics and spending that time and I presume you found now economies of scale that have helped you find those efficiencies and you've done it for a while and you know what you're doing. You know where to go to look for those answers. So.
08:53.62
Aoife
Um, yeah.
09:07.79
fallowfieldmason
Have there been people along the way that have given you some great advice of where to seek those answers. What.
09:10.63
Aoife
Absolutely I'm still learning. We actually just so screen 4 Years in business last week and I feel like I'm I'm still only started I feel like I've so much to learn. But I'm also so proud of how far the brand has come in in only four years and so. Absolutely you ah you have to be curious. You always have to ask questions learn as much as you can take what you want from from everyone. But of course there's been so many mentors that I still have to this day and guiding me along the path who I go to for different things. So I think it's so important to have people like that especially through business have a board of advisors. Have those mentors that you know who to go to? Um, yeah, they've been brilliant for me.
09:54.38
fallowfieldmason
Um, how did you find them and how did you vet them because our very very very first episode was how to get a mentor and it was something that someone said you need a mentor and I was like why and they how do I find them? How do I know they're right for me like do you have any advice around that.
10:09.40
Aoife
Yeah I think so for me, there's a few different ways that I've found them throughout the years like when I started off like my very first year it was. We have a thing here in Ireland is called your local enterprise office or Enterprise Ireland and they sort of have a group of mentors who have already gone through the business journey and we'd sort of work with them. But. In the past few years it's actually been more so people in the industry so actually Macdonald she's actually worked with dure and she's working with pooch at the moment but she's a huge mentor to me in Choy Sweetman she's ah she's a jewelry brand here in Ireland so there's different I suppose I've a few mentors and they all help me with different areas. Um. Finding them as Harry but I think they do the more you I suppose even um, networking and going to different events and different talks for businesses and there's even where I'm on another program for going for growth here in Ireland so I think you just have to be you have to look out there and see what's happening for business because businesses because there's so many different courses you can go on or. Especially here in Ireland I'm sure there is globally as well that that want to help you and people who've gone through this and and gone through the ups and downs and understand how hard it is and they want to help so just look and see what's out there in your country for us. We've loads.
11:18.33
fallowfieldmason
And I think I've definitely learned if you just put your hand up and ask for help. People are really happy to be asked? Yeah yeah.
11:23.39
Aoife
Absolutely everyone has done through it. It's yeah so like they everyone wants to help. So yeah, just asking the question and the worst they can say is no so yeah.
11:31.53
fallowfieldmason
Exactly if you don't ask you don't get and I think that's definitely another learning I've had when you're at the coalface and you're you're the vulnerable one of a founder and you get really comfortable with being really uncomfortable and it's totally normal every day you're like I have absolutely no idea.
11:43.10
Aoife
Um, yes.
11:48.55
fallowfieldmason
What happened to today it was meant to be this and now it's that and the same with business I imagine the things that you look back on your 4 year journey and go oh my good god that was not meant to be that way but actually's brilliant because of it there any sort of weird things have come up that surprised you in a really positive way.
12:06.11
Aoife
Yeah I mean there's always there's always like different areas. Um god where do I even start no of course so like yeah I suppose you're always you always made you might have a plan say for that year but then even especially with materials or anything like that if you're going.
12:12.89
fallowfieldmason
All right? We can come back to it. It.
12:24.22
Aoife
The more sustainable option would say if you're looking more natural dyes they might even surprise you in more instead of going on Chemical Dieyes. So like yeah, you're always going down different avenues from when you start it? Um, so yeah, there's loads of areas like that in business I suppose.
12:35.80
fallowfieldmason
Um, and it's a advice for somebody who wants to go into the fashion sector like good resources. They should start learning from if they're not quite ready to take the leap yet is there is there some prep work they could be doing before they take the leap.
12:51.64
Aoife
Yeah, absolutely I interned so when I was in college I was interning when I started a college as interning like goat designers. You love who you want to learn from who you adore um, an intern with them learn from them and that's what I did for literally like 2 years after college. Um, I just inter into know the different houses I was trying to figure out even what exact area I wanted to go in so I think interning is so important in learning from them and then um, the other thing is I did even courses. Um, small courses in sustainability in central st martins and in Ireland which were brilliant. Um, and also. Learning I suppose your knowledge is power like so like whatever you want to learn you really have to push yourself to know if you want to be the best in sustainability you have to educate yourself and push yourself the hardest to be the best in sustainability. So you have to know and educate yourself on that. So it's it's not easy so for me it's it's all those different areas and encompassing them and to be really curious I think is a really important area as well with sustainability.
13:54.70
fallowfieldmason
With the is responsibilities. Well a lot of people said to me as long as you're okay with the rollercoaster and the weight of responsibility. You'll be fine and I was like I'm definitely not okay with the rollercoaster I'm accepting of it. But the responsibility I'm weirdly all right with is like I have put myself in this position I've chosen to be here.
14:04.78
Aoife
And then workfor.
14:13.95
fallowfieldmason
And I will deal with that responsibility but with support with a mentor with a coach with a great accountant with an amazing team. You know all the people around me to help How do you manage that responsibility to your clients to your team and also to the environment.
14:14.28
Aoife
Um, and then.
14:22.26
Aoife
Um, yeah.
14:30.29
Aoife
Yeah, so for me I suppose it's nearly going back to me as a child and it's so I suppose the want to do better for the environment is so ingrained in me as a person that the responsibility. It is a heavy weight on your shoulders, but it does come naturally in another way. So I feel like for me I wouldn't do it any other way. Um, it's so important what decisions we make as a sustainable fashion house because the consumers believe in what we're doing is right? So you have a heavy weight in your shoulders. But. We believe in every decision that we're making like we're going for bcorp at the moment and we'll actually be 1 of the first b corp fashion cases in Ireland which is so exciting. So for us, it's really figuring out how we can really showcase to our consumers that we are trying our hardest and. You know this isn't just something that is a America marketing purpose. It's so ingrained in what we're doing what we're trying to do and what we believe in? Um, so yeah I think responsibility for us. It's hardre but it's so important that we're showing up showing up to our customers in the right way.
15:39.45
fallowfieldmason
Um, and did you at the beginning set out your mission mission and your vision and really hone that and that's something you you committed to and if you did How did you go about doing that.
15:53.43
Aoife
Yeah, um, absolutely it's I suppose like your business fan at the start of a business you it turned over one direction then it takes 10 different legs. Um, but we did we honed in on our our mission na our vision and what we see the company being like I have i. Past since day one I've always set out like ah a 1 year Road Map a 3 year road map and again like it always takes a different direction. But I think it's really important to to know the end goal. Um, even for us having 100 % circular garments having one hundred cent sustainable materials. All these are huge stepping stones and we're. We're still at we're at 70% sustainable materials of mom which is so exciting, but it's really trying to figure out how you can have that roadmap and have that I suppose those little steps those little action steps to get to your bigger mission and knowing that is so important because if you're clear and your why. And if you're clear on where you see the end goal being I think that's half the battle because you know every decision you want to make in that direction.
16:52.45
fallowfieldmason
Yeah, and when you onboard new team members as well. They can be part of that and know why you're straving we find it we work with clients a lot on on their vision a mission before we work on their Pr because it just helps every decision.
17:02.12
Aoife
Um, yeah.
17:07.90
Aoife
Um, okay.
17:09.96
fallowfieldmason
They have to make it's like do we want to work with that supplier did they fit within our vision a mission. No, it's a no, It's a quick decision you save time. It's weird if you you do that work at the getgo. Um, and we've got a question here is that how does your brand work in tandem with and respect nature I'd love to know more details as to how because that was originally how you grew up when you were passionate about.
17:16.68
Aoife
Um, yeah.
17:29.75
fallowfieldmason
Planet and nature like how are you working with it now.
17:33.84
Aoife
Yeah, so a big pair for me is my all my inspiration comes from nature. So um, it's italy where I find all my inspiration for every season. It's out in nature I live in County clear the west coast of Ireland so it's a beautiful part of Ireland and it's out by the the cliffs some over which you might might know of um.
17:46.79
fallowfieldmason
Use. Um.
17:51.70
Aoife
A lot of people but I live out there so I'm always surrounded by nature andmersed in nature whenever I even start my design process so that's a big part in my inspiration with nature. But for us, it's really figuring out how we can have more. When it comes to even chemical dyes how we can use more natural dyes and so we're not polluting our river streams with chemical dyes. So. It's really making small little steps along the way so stepping away from polyester. What are the materials coming use other than a polyester and man-med fiber which if it goes into the. The environment. It'll never break down so how can we use a natural fiber instead of using that. So for us, it's looking at irish wools irish linens um organic cottons which we're trying to step away from as well. But we also actually had a really exciting collaboration with pyrotex and we're using a seaweed fiber. Um, so the cellulus fiber of the cweed plant mixed with an organic carton so that was a huge and very exciting project for us that just launched at the start of this year so it's really bringing an innovation when it comes to to more sustainable materials and we find materials are one of the biggest parts. Um, in our I suppose life cycle when we do our life cycle and analysis of our garments materials seem to be the biggest polluter and for us, it's really trying to figure out how we can change that so that's one of the steps that we're doing.
19:09.57
fallowfieldmason
Amazing. So the importance of supply chain transparency is really bedded in as well.
19:15.39
Aoife
Absolutely yeah, yeah, it's huge and I think a big part of like for for us. We find supply chain transparency is a lot of our customers don't even know where their garments are made what their garments are made of who met their garments. So I think for us. Supply chain transparency comes back to us being educators and us inspiring and I suppose teaching our consumers. How the garment was made what it was made of so that's a huge project. We're working on the moment I mentioned lifecycle analysis there a second ago and that's something we're really diving into. This year is literally like you're able to look at the garment you can see exactly where it's met the mount of cariblet emitted what it's made of who made it. Um, so that's a huge part of and of a exciting part of what we're doing at the moment. So yeah, it's really about being transparent with our supply chain and showing our customers what we're doing.
20:09.62
fallowfieldmason
And what's the feedback being like from customers. Are they super excited about it like I tell me everything.
20:17.20
Aoife
Yeah, no, it's amazing. So where are we have such a beautiful community here in Ireland and we have in our attached cottage in a dere village in County Limerick we have community events so they go from conscious movement mornings to educating on natural dine to educating on mending to how to sew. So. For us our consumers. Love the educational aspect and that's really like for me that's so exciting if someone doesn't even buy a garment and if we're educating them. That's like the most exciting thing in the world because they leave that room in our cottage understanding more about the impacts. The environment. Fashion so he's having on our environment. So for us. That's a huge part in how we work with our consumers. Um is the educational events.
21:04.46
fallowfieldmason
Um, well, it's incredible because you tell 10 people or 20 people. They then tell another 20 people they then the economies of scale in terms of that message getting out there and if they've had that experience and we always talk about brand experience being so important because it gives them a memory.
21:09.22
Aoife
Um, yeah.
21:19.22
fallowfieldmason
And then they'll tell and tell and tell and tell and it's spreading the word even wider so congratulations. That's such an amazing thing to commit to because again when you haven't got much time because you're running your a business to invest in that. But I I'm I mean I'm getting a feeling from me that you get a lot of. Love back from it as Well. It's not just about business. It's It's the emotional connection you have with the customers the customers as well.
21:40.50
Aoife
Absolutely yeah and we've even gone as far to go into. We have our retreat so we do weekend retreats now they're rewilding retreat so we bring away our customers for a full weekend and we go to one of the most beautiful places in Ireland's finlock in County Fer Mana and it's immersed in nature. Um. And it's all about rewwiding so reconnecting and nature switching off because really ah I feel feel like a huge part of buying sustainable clothes is also to become a conscious consumer and understand why you're buying sustainable clothes. So for me that was a huge part in trying to figure out how I could educate and inspire. Consumers to understand to have that conscious mindset to actually even purchase sustainable flows. So for me this is the rewilding retreats and we're onto our second one at the moment this September. So yeah, that's another huge um area that we're focusing on.
22:32.50
fallowfieldmason
And not that it should be commercial but actually it's an incredible organic marketing campaign in the sense that you're generating such insane content. That's so shareable. It's spreading the message even further so from a marketing my putting my day job hat on. That's very very smart. Um, so.
22:49.64
Aoife
Going get.
22:50.32
fallowfieldmason
Congratulations How challenging has it been for you to assess the integrity of your supply chain.
22:57.88
Aoife
It's tough. It's tough, especially when you're working what I suppose even older supply chains. Um say um, older manufacturing houses are older weaving houses and they mightn't have the exact all the systems in place. Um. So for us our supply chain. It's really, we've put sort of we've put systems in place, especially with Bcorp now that they have to align to certain standards and certain certifications. So for us, it's really trying to see what certifications our our manufacturers have or are weaving facilities have. And then only work with the suppliers that do um so yeah, supply chain's a really tricky one and we're still figuring it out. Um yeah, stepping stones is how we're going with that. Yeah, um.
23:33.35
fallowfieldmason
Yeah.
23:38.74
fallowfieldmason
And we yeah and that's it. It's just I'm done is better than perfect and a step in the right direction is better than not taking one at all. We're in the midst of being assessed for Bcorp as well and I'm just quietly grateful that we're a service-based business and not product-based business because the. Amount of more work that you have to do from a product- led business is is amazing, but it's an incredible framework to give you ideas of things especially when you found the things you might have missed in just general business practice of policies and and education for the teams and things like that. It's I've loved going through it even if we don't get it this year because it's just informed me and educated me of how we can do better for the next time and again tell other people that we're working with and other clients that we meet so fingers crossed for you too. Um I'm just thinking through questions you've answered quite a lot of them already. So let me just have a look and see which ones we can end with ah.
24:25.61
Aoife
Um, yeah.
24:34.84
fallowfieldmason
How can founders scale fashion brands in an environmentally responsible way whilst remaining profitable because this is a big one in the sense that B court. We know you put planet and people above Profit. How would you. Conquer that scaling aspect is it just getting things really right at the get go. So when you grow quickly. You've got that foundation.
24:54.80
Aoife
Yeah I think that's it I think it's all about the groundwork and the base you put into the company. So like finding those finding the right materials finding the right buttons Zips like having all of that in place and. Putting so much work into that product analysis that you know that that is the most sustainable product at that moment that you can create and then when you're ready to to scale that you have all that ground work in place and also I think. That and also the educational element with the garment I think is also I think they both go hand in hand for scaling and but yeah for me, it's all about taking a step back figuring out each garment by themselves is it the most sustainable garment that we can create and if not what can we do to change it. And then once it's ready to go and ready to scale then you have the perfect product and sorry I don't want to say perfect because we still hard to go And yeah, we're only only starting at our journey as Well. So yeah, yeah.
25:45.55
fallowfieldmason
Yeah, fantastic. It's never going to be perfect now. Yeah, that's a really important point I think a lot of people walk. We're sustainable like you've just turned a laptop on you're using electricity. You're not sustainable but you're.
26:00.68
Aoife
Yeah, yeah I think it's epping stones when it comes to yeah yeah, exactly.
26:03.54
fallowfieldmason
Trying to be more sustainably minded and what would you like to see the fashion industry as a whole do I mean this is a huge question but is that is there something you'd like to see in the short term and in the long term that the fashion industry should change.
26:19.32
Aoife
I think a big fire for me is transparency um in the supply chain transparency with who met the clothes. What the clothes are made of I think we're seeing a lot especially when it's coming to to the. Sustainable marketing area where we're seeing like 1 % of a collection 1% of the brand is focusing on this sustainable material and 99% of the brand is a polyester or a manmed fiber. So I think for me I'd love to see more transparency and.
26:34.29
fallowfieldmason
And then.
26:52.84
Aoife
In that like change and I think it doesn't only come from Consumers mindset and where they're purchasing the power of the pocket. But I Also think it comes from the big fashion houses making change and in that the price of even sustainable materials and everything like that will go down because there'll be more people purchasing them and then yeah I think it's just a huge. Circle and for me. Yeah I Think the biggest thing is supply chain transparency.
27:15.52
fallowfieldmason
Yeah, fantastic and penultimate question. What is the most important thing to you in your business.
27:28.76
Aoife
I Think honesty I think for us. Do you know this isn't going to be an easy journey through sustainability and as as long as we're honest with our consumers. Um I Think that's a huge part of what we're doing as long as we're educating as long as we're inspiring as long as we're doing the best that we can. I Think that is a huge period for us. Um, as a fashion brand.
27:48.41
fallowfieldmason
Yeah that's huge and congratulations on that as well and what we do with our guests. We had a question from the previous guest for you and we'd like to ask you a question for the next guest but the founder of Celina the remote co-working hospitality company. Raffe had a question saying in a world that has just experienced rapid soaring interest rates. How would you have planned from a growth stage for profitability stage if I'm honest I don't really understand this question so I can rephrase it I yeah I read i.
28:23.76
Aoife
Um, what do you explain to me. So.
28:26.84
fallowfieldmason
Read it a few times. It's like oh I'll get I'll refresh my memory when I come back to it I speak to efa. But I think maybe I'm going to change this to say in a world that has experienced rapid change in the economy. What little things would you do in your business to plan for that.
28:43.10
Aoife
Well I think it's a hard thing to plan for but I have also understand how important it is to Preplan for for any hiccups along the way, especially only being 4 years as you can imagine. There's been hiccups as as there is any startups.
28:57.69
fallowfieldmason
Yeah.
29:01.61
Aoife
So I think having having that say production plan having that cash flow plan um are just so incredibly important when you're starting a business and unfortunately a lot of the times you nearly have to make the mistakes to be like that is never going to happen ever ever again?? um. But for me, yeah, it's all about planning pre-planning with your accountant with your production houses with your manufacturing facilities in Advance. So You know what's happening. Um, yeah, again, it's something you have to learn along the journey. But that's what I would recommend.
29:37.00
fallowfieldmason
Yeah, so be across your numbers for sure and is there a question you'd like to ask for the next guest anything about anything about starting a company something. It might be in your mind at the moment this week I mean every day I come up with another question of like oh.
29:42.43
Aoife
Absolutely um.
29:47.64
Aoife
Oh.
29:55.39
fallowfieldmason
Wonder what people think about this could be engaging in your community remotely or work life balance or when to sell anything.
30:06.50
Aoife
Um.
30:09.41
Aoife
I might have it think and its okay if I send it on to you? Yeah, yeah, yeah cause I'd like to see a nice one I like to have a thing but.
30:11.43
fallowfieldmason
Yeah, whatsapp it voice noted to me and I can add it in. Yeah yeah, we may have a recording at twelve thirty at lunchtime today in which I might need it for then.
30:21.26
Aoife
Oh yeah, I literally I'll think about it now I have asked she some question. No I'll think about it right now and I can send onto you.
30:27.94
fallowfieldmason
Thank you! That's really lovely. Yeah, it's just really interesting because everyone and I don't know about you but every day I'm ah another not hurdle, but another thing that I haven't done yet and I'm three and a half is in is like oh yeah, okay the learning curve is still really damns deep. It's great I love it. But.
30:42.72
Aoife
Um, fair, but.
30:43.90
fallowfieldmason
Like I thought I know more by now. But I've learned a lot that there's still so much more and so it's really interesting to get people's perspectives.
30:46.67
Aoife
I know I like we're probably the worst as well though you never feel like even though we might know so much we never feel like we know enough. Do you know like we're always probably pushing ourselves like I'm the exact same even when I get to one stage I'm like oh I actually have way more to learn I'm nowhere near where I want to be but.
30:59.20
fallowfieldmason
Slightly addicted to it. Yeah, it's that you summit one little Hill and there's the next and the next and the next and you get to there and you're like oh wow, there's even more but I think when you're a founder. You. Do you love that in a weird sadistic and Addictive. Way goes to the Territory. That's why we do it right.
31:05.76
Aoife
Yeah, yeah.
31:14.86
Aoife
Um, that's a bit of our mindset. Yeah, unfortunately it comes with. Ah yeah.
31:23.70
fallowfieldmason
Thank you even so much to your time today. It's been fascinating chatting to you and huge congratulations on everything you've done with your brand. It's incredibly impressive because you have taken the hard road and I'm sure the planet will thank you for it. So thank you.
31:35.89
Aoife
Ah, thank you so much. Thank you for having me that's been beautiful.
31:38.54
fallowfieldmason
Absolute pleasure I'm going to Click stop and.