About the Company

Be Kind Apparel was established by three university graduates—Gregg Frost, his brother Eric, and Eric's wife Aga—who wanted to create a business with a positive impact on people's lives. The brand focuses on ethical and sustainable leisurewear, promoting kindness and its positive effects on mental health. The company offers a range of apparel, including T-shirts, hoodies, and sweatshirts, all made from recycled materials. Their products are designed to be both stylish and meaningful, featuring the Be Kind logo and messages of kindness.

The founders have invested around €3,600 in the business so far, covering costs like registering the company, designing the website, and purchasing initial stock. The company operates on a small scale, with Gregg working full-time while Eric and Aga contribute part-time alongside their other jobs. The business is still in its early stages, with a monthly profit of €450, and the founders are focused on growing their customer base and increasing sales.

Idea Behind Company

The inspiration for Be Kind Apparel came during the COVID-19 pandemic when Gregg and Eric noticed an increase in acts of kindness within their community. The brothers were moved by how people supported one another during such challenging times and wanted to create a brand that would remind others to continue being kind long after the pandemic ended. The idea was to create a clothing brand that would serve as a symbol of kindness and encourage people to practice simple acts of goodwill in their daily lives.

They also saw an opportunity to combine their interest in fashion with their desire to make a difference. The founders admired other Irish brands that promoted sustainable leisurewear and decided to follow a similar path. Over the years, they had considered various business ideas, but none had come to fruition until they settled on the concept of Be Kind Apparel. The goal was not to start a movement but to promote simple, everyday kindness through their products.

Creating the Company

The process of creating Be Kind Apparel involved several steps, from designing the logo to sourcing materials and manufacturing the products. The founders spent about six weeks working on different logo designs, wanting it to be both tasteful and reflective of their message of kindness. They eventually settled on a design that they felt was professional and polished, which became a key element of their brand identity.

To produce their clothing, the team partnered with a local T-shirt printing shop that worked with a wholesaler in Belgium. This connection allowed them to create high-quality apparel made from recycled materials, aligning with their commitment to sustainability. The founders were also mindful of their environmental impact, using eco-friendly packaging and making choices that reflected their values.

The initial investment for the company included registering the business, building the website on Wix, and purchasing stock. The founders aimed to keep costs low while ensuring the quality of their products, which they believed would resonate with their target audience.

Launching the Business

When it came to launching Be Kind Apparel, the founders faced a steep learning curve. They initially believed that posting on social media would be enough to drive traffic to their website and generate sales, but quickly realized that this was not the case. The first few sales came from family and friends, and it took time before they started seeing purchases from people outside their immediate circle.

The website design also went through several iterations. The team initially created a warehouse-themed site but later shifted to a more lifestyle-oriented design that better showcased their products. Despite these changes, they learned that finding the right audience and advertising to them was crucial for driving sales. The founders have since recognized the need to focus on targeted marketing efforts to reach potential customers who share their values.

The launch also highlighted the importance of perseverance and passion. The team learned that running a business requires hard work and resilience, especially when things don't go as planned. They also realized the value of surrounding themselves with trusted advisors and exploring every potential partnership.

Earnings

Since its launch, Be Kind Apparel has seen modest financial success, with a monthly revenue of €450. The company relies entirely on its e-commerce platform for sales, and while traffic to the website has been encouraging, the conversion rate remains a challenge. The founders are focused on improving their marketing strategies to increase sales and attract more customers.

One of the main issues they face is driving consistent traffic to the site without relying on media coverage. They are exploring other ways to increase visibility, such as offering promotions and building partnerships with like-minded businesses. The company has also introduced a subscription option on their website, offering a 5% discount to first-time customers who sign up, in an effort to boost sales.

Looking ahead, the founders hope to expand their business, potentially moving beyond e-commerce to face-to-face sales. They are also committed to further enhancing their sustainability efforts, as they believe this is key to attracting customers who value ethical and eco-friendly products.