Bristol Ethical Fashion Brand Yes Friends Wows Dragons Den with Unprecedented Investment

Sustainable fashion founder Sam Mabley experienced a completely unexpected turn of events on the BBC television program Dragons’ Den, securing double the financial backing he requested from investor Deborah Meaden, according to reporting from the BBC.

Mabley, who launched the Bristol-based ethical clothing brand Yes Friends in 2021, entered the den asking for £10,000 in exchange for a 2% share of the enterprise. Meaden stepped forward with a counter-offer of £20,000 for the exact same 2% equity stake.

“I was completely shocked, I didn’t know what to say,” Mabley told the BBC regarding the double investment offer. He added that after leaving the set, he checked with Meaden to confirm the unusual nature of the transaction, noting she agreed it was a first for the program.

Building an Ethical Fashion Brand from Bristol

Operating out of Bedminster in Bristol, Yes Friends manufactures men’s and women’s apparel using organic Fairtrade cotton. The company’s business model centers on paying textile workers in India a fair living wage while maintaining low retail prices for consumers.

Mabley explained to BBC Points West that keeping production affordable requires manufacturing abroad rather than locally. “It might be more sustainable to make them in Bedminster, but if we’re going to make it affordable as well, then it’s much easier to produce abroad,” he stated.

The brand adds only an estimated 15p to 20p to the cost of a T-shirt to cover the living wage for garment workers. Customers also have the option to leave direct tips for the makers through the company website.

Why Deborah Meaden Won the Investment

While fellow investor Touker Suleyman also expressed interest during the pitch, Meaden ultimately secured the partnership. Mabley cited Meaden’s experience working with ethical businesses as a deciding factor.

“I have got the absolute audience that you are talking to and I really want to be your investor,” Meaden told Mabley on the program.

Describing the television appearance as terrifying yet exciting, Mabley noted that having Meaden’s wisdom and business experience on board will benefit the company moving forward. Yes Friends plans to direct the new capital toward purchasing fresh stock to reach broader audiences and explore additional ways to increase support for garment workers.