When Alex Feechan started mountain biking with a group of women in the Scottish Borders, she noticed something frustrating. The men's section dominated outdoor shops, while the women's offering often felt like an afterthought.
That experience inspired her to leave a successful career designing knitwear for high-end brands, to launch FINDRA, an outdoor clothing brand designed by women, for women.
In this episode, Alex shares how conversations with real women shaped every stage of the business, why representation matters, and why the right clothing can help remove barriers that stop people getting outdoors.
We discuss:
The "shrink it and pink it" approach to women's outdoor clothing
How poor-fitting kit can become a barrier to running and outdoor activity
Why comfort and confidence matter just as much as technical performance
How FINDRA involves women in designing new products
Sustainability, community and building a purpose-led business
Whether you're a trail runner, walker or simply love spending time outdoors, this episode is a reminder that getting outside should be about enjoying yourself – not worrying about whether you fit the mould.
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