The On Our Terms Collection is the result of many months of collaboration, creativity and shared purpose. While the garments themselves are an important part of the story, the women who helped shape, develop and bring the collection to life are every bit as important.
At FINDRA, "On Our Terms" is more than the name of a collection. It is a statement of intent.
For over a decade, FINDRA has championed the idea that women should feel empowered to enjoy the outdoors in whatever way suits them. Whether that means hiking a mountain, riding a bike, running a trail, taking a wild swim, walking the dog or simply finding a moment of peace in nature, there is no right or wrong way to get outdoors. The important thing is that women feel confident enough to do it on their own terms.
That belief has been at the heart of FINDRA since day one.
As the brand has grown, so too has our understanding of what women need from their clothing. While our merino layers have become trusted favourites for thousands of women, we knew there was an opportunity to expand our offering and introduce more technical garments that could support women across an even wider range of activities and adventures.
The challenge was clear: how could we create more technical performance clothing while staying true to everything that makes FINDRA, FINDRA?
The answer was to develop a collection that delivers reliable performance without compromising on style, comfort or sustainability. Garments made using carefully selected technical fabrics, designed in understated colours, with subtle branding and versatile styling that works both on and off the trail.
The result is the On Our Terms Collection.
But like everything we do at FINDRA, this collection wasn't created by one person alone. It has been shaped by a remarkable group of women who have each brought their own expertise, passion and experience to the journey.
Alex Feechan – Founder, Designer and Chief Cheerleader
When Alex founded FINDRA in 2014, she wasn't simply setting out to create clothing. She wanted to build a brand that would encourage and inspire more women to spend time outdoors. Over the last twelve years, she has designed countless garments, built a thriving community and worked tirelessly to champion women in the outdoors. FINDRA has never been about elite performance; it is about encouraging women of every age, shape, fitness level and ability to take that first step and discover the benefits of spending time in nature.
Donna Bruce – Product Developer
Donna Bruce has played a pivotal role in helping bring Alex's vision for the On Our Terms Collection to life. With extensive experience in product development, fabric sourcing and technical garment construction, Donna has helped transform concepts into garments that deliver the performance, fit and functionality required for active outdoor pursuits.
Sophie Nicholson – Helping Us Find the Words
As FINDRA began developing the On Our Terms Collection, we knew we needed to evolve the way we talked about our products. Sophie Nicholson, Editor of Active Travel Magazine, worked closely with the team to refine our messaging, define the collection's key themes and articulate what makes these garments uniquely FINDRA.
Aneela McKenna – Championing Inclusion in the Outdoors
Founder of Mòr Diversity and co-founder of the FNY Collective, Aneela has dedicated her career to making the outdoors more welcoming and inclusive. Her work challenges perceptions of who belongs in the outdoors and encourages more people to experience the confidence, freedom and connection that outdoor activities can bring.
Aoife Glass – Storyteller, Cyclist and Long-Time Friend of FINDRA
An experienced cycling journalist, editor, presenter and host of the award-winning Spindrift Podcast, Aoife has dedicated much of her career to telling stories that celebrate adventure, community and the women who make the outdoors such a vibrant and inclusive space.
Jenni Foster – Adventurer, Storyteller and Creative Spirit
A passionate mountain biker, filmmaker, photographer and storyteller, Jenni has spent years documenting life outdoors and sharing the stories of the people and places that inspire her. Alongside her husband Chris, she is one half of Sail Hub, encouraging others to embrace adventure and discover the freedom of life outdoors.
Anna Blackwell – Capturing the Story
Photographer, filmmaker, writer and adventurer Anna Blackwell brought the On Our Terms campaign to life through imagery that captured the authenticity, resilience and joy of being outdoors. Her ability to tell stories through photography helped create a campaign that feels both genuine and inspiring.
Shonagh Massie – Bringing the Collection to Life Online
As FINDRA's E-commerce Marketing Manager, Shonagh Massie has played a key role in bringing the On Our Terms Collection to life online. From building the collection on the website to sharing the campaign across digital and social channels, Shonagh has helped ensure the story behind the collection reaches and inspires women far beyond the trails where it was created.
More Than a Collection
While the On Our Terms Collection introduces a new chapter for FINDRA, the values behind it remain unchanged.
Perhaps what makes this collection most special is not the garments themselves, but the women behind them. Women who have challenged convention, championed others, shared their knowledge and dedicated their careers to making the outdoors more accessible, welcoming and inspiring. I feel incredibly fortunate to be surrounded by such a remarkable group of women; supporters, collaborators, advocates and friends who share FINDRA's belief that every woman should feel confident to embrace the outdoors in her own way. Their passion, expertise and generosity have helped shape not only this collection, but the community that sits at the heart of FINDRA.
This collection is a celebration of that spirit of collaboration and a shared belief that every woman deserves to feel comfortable, confident and capable outdoors. Most of all, it is a reminder that there is no single way to enjoy an active outdoor life. Whether you're riding a bike, climbing a hill, taking a dip in cold water, or simply finding a moment to reconnect with nature, the important thing is that you do it your way.
On your terms.
Sunday Inspiration
Favourite Podcast
Spindroft Podcast - Hosted by Aoife Glass
Hosted by long-time friend of FINDRA Aoife Glass, the Spindrift Podcast is packed with inspiring conversations, fascinating stories and plenty of food for thought for your next adventure.
Favourite Quote
Favourite Song
It's moody, powerful and unapologetically itself – everything a great song should be.
