The name comes from a mix of words of Scandinavian and Gaelic origin which combined translates into ‘a strong and powerful mythical female spirit, who is the keeper and protector of the forests, lands and oceans'.

The FINDRA Story

How it all started

FINDRA was founded in 2014 by award winning Scottish fashion designer and outdoor enthusiast Alex Feechan who was Inspired by her weekend adventures on the hills of the Tweed Valley and the incredible women she mountain biked with.

In 2012, Alex ventured out to buy some new clothing for her favourite hobby, mountain biking,  a shopping trip that would end up changing her entire life. Whilst looking around the shop she quickly identified that 90% of the products on offer were for men, with the women’s section suffering from the classic 'shrink it and pink it' approach. This is when they take a man's product, make it smaller and add a pink flower or stripe to appeal to women.

This was the lightbulb moment for Alex, who thought ‘surely I could do something better!”

Going from strength to strength

From its humble beginnings at Alex’s kitchen table 9 years ago FINDRA has gone from strength to strength, expanding its product line while maintaining its ethical commitment to slow fashion and building an inspiring active lifestyle brand and community. With 25 years experience of designing for global high end luxury fashion brands, Alex understands quality design, fabric, fit and style. Her love of nature and the outdoors combined with her passion for design are naturally expressed in the products and aesthetic that is FINDRA.

As women who lead an active lifestyle themselves, the team at FINDRA firmly believe that through innovation, inspiration, and shared values they understand and embody their customer’s needs, and it is this passion to continually “do better” that drives and motivates the team to continue the FINDRA adventure.

Meet the Founder

Hello, I’m Alex, the founder of FINDRA. I’m a mum, partner, designer, businesswoman and a passionate advocate of the benefits of getting outside.

For as long as I can remember three main threads have been woven into the fabric of my life; family, creativity, and the outdoors. Growing up in the 70’s in the central belt of Scotland we didn’t have hills or trails on our doorstep but I still managed to spend most of my childhood outside.

For me, time spent in the outdoors is essential to my wellbeing. The positive impact on my mind, body and soul is profound. It doesn’t matter how far or fast I go or how long it takes me, the joy is always from being myself, being in nature and being present.

I started FINDRA because I wanted to inspire more women to feel confident in the outdoors. My biggest influence in life was my mum, she inspired and encouraged my love of art and design, and it was the stories she told me of her time travelling around Scottish youth hostels on her bike that sparked my love of cycling and adventure.

From the moment I stood in the trail centre shop and decided I could do better, it has been my mission to design innovative, stylish activewear for women whilst building an empowering, engaged and inspiring community.

I hope you enjoy what we have created both in terms of clothing and community and feel inspired to join the FINDRA family.

Happy Adventuring,


Meet the Team

We are a small family team who love the outdoors and are passionate about giving the best product and customer service possible. We love to hear from our customers and are always happy to chat over the phone, by email or a coffee in our shop.


At FINDRA, we believe it’s important to celebrate our success, big or small. As a pioneering female-led business, we are proud to be recognised for the work we do to push the boundaries and perceptions of women in the outdoors and what they can achieve on and off the hills.

2014 - Scottish Edge - Finalists
2015 - Sporting Chance Sports Entrepreneur of the Year 2015
2015 - Scottish Borders - Chamber of Commerce - Creative Business of the Year
2015 - Scottish Edge - Winner
2015 - Accelerate Her - Finalist
2015 - Scottish Fashion Awards - Finalist
2016 - Design Innovation Award for the Marin Cowl Neck
2016 - Accelerate Her - Finalist
2017 - Scottish Borders - Chamber of Commerce -Finalist
2018 - Women Scotland BWS WES - Women in business - Finalists
2018 - Singletrack - Best On-Line Service - Finalist
2018 - GBEA - Great British Entrepreneurs Award - Finalist
2019 - VIBES Scottish Environmental Business Awards - Product Finalist
2019 - VIBES Scottish Environmental Business Awards - Small Business - Winner
2019 - Drapers Record - Small Independent Brand of the Year - Finalist
2022 - SBCC - Scottish Borders Chamber of Commerce - Innovation in Business - Winner
2022 - SBCC Scottish Borders Chamber of Commerce - Micro Business of the Year Winner