Today, the 1st of December, FINDRA turns 10!
Wow—ten whole years of FINDRA. A full decade of doing what I love and am passionate about. What a journey it has been! Over the past week, I’ve taken some time to reflect on this incredible adventure, and it’s brought up a whirlwind of emotions: pride, gratitude, nostalgia, and excitement for what lies ahead.
FINDRA at 10! Follow the link to hear Alex's thoughts on our decade of Adventure!
It feels like only yesterday that I embarked on this path, driven to design a range of clothing and to found FINDRA because I couldn’t find the type of outdoor clothing I wanted—clothing designed specifically for women. Too often, women’s options felt like an afterthought to men’s ranges. As an avid outdoor enthusiast, I was frustrated by the lack of choices truly catering to women in the outdoor industry. FINDRA was born out of a desire to create something different, something meaningful, and something that could inspire women to embrace the outdoors with confidence.
The Vision That Started It All—and Still Drives Us Today
From the beginning, my vision for FINDRA was clear: to design stylish, versatile, and sustainable products while building a motivational and inclusive community. That vision remains unchanged, and it fuels me every single day. Whether you paddleboard, wild swim, climb Munros, cycle to work, or embark on a round-the-world adventure, FINDRA is for you. We are here to celebrate and support every woman who loves the outdoors—regardless of age, size, or ability.
Our mission is to empower women to lead active lifestyles and break down any barriers preventing them from achieving that goal.
When I started FINDRA, I was motivated and passionate. I had years of experience designing high-end luxury knitwear and had climbed the ranks to a managerial position. But when it came to running a business, I had a lot to learn—and quickly! Early on, someone gave me a piece of advice that has stuck with me ever since: “Get comfortable being uncomfortable.” Those words couldn’t have been truer.
Original Name for FINDRA - Freedom Fox
Starting my own business was exhilarating yet nerve-racking. It’s not called “taking a leap of faith” for nothing. The statistics around start-up success and failure are sobering: 20% of start-ups fail within two years, 45% within five years, and 65% within ten years. Looking back, being somewhat naive about the challenges ahead might have been a blessing!
Not only have we reached this incredible milestone of 10 years in business, but we’ve also done so in an industry where female founders are rare. The number of global brands focused solely on women’s outdoor clothing is so small it can almost be counted on one hand. FINDRA has been pioneering not just in our designs but also in our approach to business—and for that, I’m incredibly proud.
It Takes a Village
They say it takes a village to raise a child, and I’ve come to learn it also takes a village to raise a star-tup. FINDRA was born in the small town of Innerleithen, surrounded by a community that believed in our mission. Over the years, that village has grown to include you—our incredible customers and community from around the world. Your passion for our products, your stories, and your encouragement are the heartbeat of FINDRA. Every time you choose to spend your hard-earned money on our clothing or share the FINDRA love, you help us grow and turn this vision into a reality. Without you, FINDRA would still just be an idea. You’ve made it come to life.
I’m also deeply grateful for the unwavering support of my family, friends, and the amazing people I’ve met along the way who have championed FINDRA. I’ve been fortunate to connect with inspiring adventurers and business mentors who have shared their wisdom and encouragement. And, of course, one person has been with me every step of the way: my partner, Roddy. Roddy’s unwavering belief in me and my vision has been the foundation of this journey. Over the years he has given up evenings, weekends, and holidays to help make FINDRA what it is today. I could never thank you enough—I love you!
The Challenges and Triumphs
Building a brand and business from scratch is no small feat. The last decade has been one of resilience and determination, especially over the past three years. External challenges—from global uncertainty to economic pressures—have tested us in ways we couldn’t have anticipated. But through it all, we’ve remained focused on what matters most: our vision, our values, and our incredible customers. It hasn’t always been easy, but it has always been worth it.
Your support during tough times has been the light that kept us going. Knowing that FINDRA makes a difference in your lives, that you enjoy wearing our products, and that you feel inspired and motivated by our community keeps me moving forward, even on the hardest days.
It’s a privilege to design clothing for remarkable women and to be part of such an incredible community of like-minded women who share a love for the outdoors and nature.
Looking Ahead to the Next Chapter
As we celebrate this milestone, I’m filled with excitement for what the next decade holds for FINDRA. We have so many plans and ambitions to continue building FINDRA into a leading brand for women who love the outdoors. The journey is far from over—in fact, it feels like we’re just getting started.
From the bottom of my heart, thank you. Thank you for believing in FINDRA, for sharing this journey, and for being part of this amazing community. Here’s to the next ten years of adventure, growth, and connection. Together, we’ll continue to inspire women everywhere to embrace the outdoors—one step, one paddle, and one adventure at a time.
Love,
Alex
Sunday Inspiration
Favourite Song
I recently listened to this song and was reminded of just how powerful it is—and how much I’ve always loved Björk. The opening lyrics, "I can sense it, something important is about to happen, it's coming up, it takes courage to enjoy it," felt really profound as I reflect over my journey.
