Dragons’ Den success for Bristol ethical clothing brand that tips garment workers

Yes Friends was founded by Sam Mabley who wants to dispel the myth that sustainable clothing needs to come at a premium price

A Bristol ethical clothing brand that allows customers to tip garment workers has secured backing after appearing on Dragons’ Den.

Sam Mabley, founder of Yes Friends, received two offers after pitching on the hit television show. The entrepreneur, who set up his business in 2021, wants to dispel the myth that sustainable clothing is always expensive.

Using his experience running an eco boutique on Bristol’s harbourside, Mr Mabley set out to prove that it was possible to pay good wages, treat the planet well and run a successful business with affordable prices.

The company started with an ethically made t-shirt and sold 4,000 units in just one month. Yes Friends now has a collection of sustainable clothing – from jackets to underwear to dresses – and works directly with factories, taking small margins from each sale to keep prices low.

Mr Mabley says his brand is also the first in the UK to allow customers to directly tip the people who make their clothes. According to the entrepreneur, 100 per cent of tips go directly to garment workers, with more than £56,000 received by workers so far.

Mr Mabley appeared on the show on Thursday (September 10), looking for a £10,000 investment for two per cent of his ethical clothing business.

But after hearing his pitch, Deborah Meaden offered £20,000 in return for two per cent.

“I really want to be your investor, I’ve never sat here and been quite that open ever”, she said, admitting that it may have been “the worst negotiating stance a Dragon can possible take”.

After hearing about the brand’s approach to wages and production, she added: “I love absolutely everything that you do”.

Meaden, who has a portfolio of ethical investments, wasn’t the only Dragon considering investing in Yes Friends. A showdown took place between her and Touker Suleyman, with both claiming to be the ‘”perfect dragon”.

But Mr Mabley opted to go into business with Meaden whose offer doubled the value of his business to £1m.

“I was blown away by Deborah’s offer,” he said. “A Dragon doubling what I had asked for? It’s unheard of. It’s incredible to have Deborah as a partner, she genuinely shares my passion for an ethical and sustainable fashion industry, and has already bought so much knowledge and connections to Yes Friends. She’s such a great partner to have on board.”

Speaking after the show, Meaden added: “The fast fashion industry is a major contributor to overconsumption and poor working conditions. So when Sam walked into the Den to pitch Yes Friends, I was intrigued; is it really possible to make genuinely ethical clothing at an affordable price point?

“I was quickly impressed by both the high quality of the clothing and the impact that Yes Friends has already had, and knew this was a business I wanted to be a part of. I’m excited to see the brand continue to transform the fashion industry.”