Menswear Style Podcast

Michael Doughty, Co-Founder of Hylo Athletics / Running Shoes

November 16, 2020 Menswear Style Episode 96
Menswear Style Podcast
Michael Doughty, Co-Founder of Hylo Athletics / Running Shoes
Show Notes Transcript

As a group of pro and amateur athletes, the Co-Founders of  Hylo Athletics believe the future of sport needs radical change. It is their goal to reinvent sports shoes and push for new standards in an industry that has been slow to do anything about its environmental footprint. Today, textile production contributes more to global warming than aviation. Sport has always had an immense power to unite us around the world, regardless of backgrounds or beliefs. They hope to harness that power to bring the world's attention to the biggest issue of our lifetime. To help achieve this, they’re building a team of Hylo athletes such as Patrick Bamford and George Davey that represent the future of sport – people as passionate about their planet as they are about their performance.

In this episode of the MenswearStyle Podcast we interview Hylo Athletics Co-Founder Michael Doughty about his background and the founding story of the DTC sustainable sportwear brand. Michael started Hylo because, as a professional footballer, he'd seen first-hand how little attention climate change receives in the sporting world. But, having seen the incredibly positive influence sport can have on the wider world in general, he knew there was huge possibility for change. Our host Peter Brooker and Michael also chat about the technicalities of manufacturing shoes, being centred around sustainability, why corn fibre is so comfortable, and the challenges of launching a brand during a global pandemic.

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Hello and welcome to another episode of The menswear style podcast. I'm your host Pete Brooker. On this episode I'm going to talk to Michael Dougherty, co founder of hailo athletics. And I'm going to put a short clip from the website which you can find by the way at hailo. Athletics calm, highly spelled h YL. O at hailo. We believe it's our responsibility to protect the future of sport and inspire positive change for our planet. We're starting with shoes. After years of hard work, we have developed the world's most sustainable running shoe. Our mission is to set a new path for sustainability in business, leisure and elite sport. So that interview of Michael to come and I really enjoyed it. We talk about what makes a sustainable trainer. Why are there misnomers about anything being made in Asia, and we also talk about football. And Michael's days for playing the Queen's Park Rangers and it was me that brought it up. But you know what, guys, we're going to talk about football. In the meantime, don't forget to check out the show notes over at men's wear style. Men's Style dot parrot UK is the place to go and under social we're at men's wear style. If you want to tell us about your brand and your journey and you want to come on the show. Email us here at info at menswear. style.co Uk Okay. Let's get to it. This is a good one. And I hope you enjoy it. Here's that interview with Michael Dowty, co founder of Halo athletics. Okay, well, it's my great pleasure to introduce Michael Dowty, co founder of Halo athletics. How you doing today, Michael? Yeah, I'm right. Thank you. Hey, I'm really good. Excellent to talk to you, Michael. For the uninitiated, please give us a little thumbnail sketch of you and what it is you do at Halo athletics. Okay, in short, my backstory is as a professional footballer, so I've up until about two months ago, and been playing for 10 years, from the Premier League and below, more recently below. And one of my co founders and I a couple years ago had the idea to create a mainstream sports brand that fought for planet. So that was sort of the genesis of hailo. In my career, as an athlete, I was inadvertently subscribing to these big brands that didn't necessarily share my value system or align with kind of the future of sport that wants to see. So we thought there was an opportunity to create something new. And that's really where sort of hailo started. A couple of mates putting a chat around. Yeah, around sports and planets. And so what is hailo? specifically? And how long has it been going as a company now? So Halo is the sustainable sportswear company for planet really, that's that's the soundbite. We've been working on the project for two years. But we've only formally launched to market in the last three months. So we launched on August 25. But then a lot of work in the background to get to that point, and maybe talk me through some of the process. So the idea from concept to market, you say it's been about two years. What are the early sketches, like the early conversations, you know, can you talk talk me through some of the baby steps that you had to go along the way? Anybody who knows footwear knows that it's incredibly complex, and probably one of the toughest products to innovate on and just bring to market there's a real high barrier to entry both cost and technical understanding. And we had no idea about that. Both Jake and I, when we were playing around with the idea, we were like, yeah, we'll make some shoes and they're gonna be sustainable. And yeah, it was sort of big dreams. We were quickly hit with reality when we started to do some sort of market research. And there was a reason or there is a reason why the market is relatively early galatic in terms of some key but rather huge big players. So after some sort of debate around how we would attack it, would we do apparel? Would we do footwear, we stupidly or or smartly decided to go with footwear. We were like, let's let's try and attack the toughest option and work our way from that point. But we realised we might be old men. By the time we'd figured out how to do it and do it properly. So we got connected, just by some chance to a guy called john, who happens to be our third co founder And he's a much more experienced shoe dog, really, he's got 40 plus years of experience working in the shoe industry is from Northampton, which is the cobblers town in the UK. He's a third generation shoe maker who was most recently on the global Board of Directors a six. So he has the credibility and the knowledge which allowed us to bring the product to market really interesting. And there's a great introduction on the website, which you can find at hailo, athletics calm, that introduces all of the founders. And I noticed on John's page amongst some of his experience, with like these marquee name brands, it says that he was getting frustrated with how the brands weren't putting environmental change at the top of their list or indeed anywhere near their list. So what is it that the big brands are getting wrong? And what are you trying to course correct? I think my first answer is they're getting a lot, right. I don't believe in bashing other brands, they're phenomenal businesses, these businesses, and they do have good sustainability agendas. But if you imagine an oil tanker, trying to turn an oil tanker that makes millions of pairs of shoes a year, change all the processes, the systems, creating sustainability, you know, from the, you know, as part of your DNA, it's a much bigger challenge. So, you know, for us, we thought that there was a unique advantage, and there certainly is in being able to make sustainability, your mandate throughout the process and bottom up. So at every touchpoint in terms of, you know, packaging, supply chain, materials that you make the shoe with, everything that we do is centred around planet. So I, I think, after our discussions with john, we realised that the big brands probably weren't doing enough, but I don't think it was because of the lack of intent, I think it was because of the size and scale at which they had achieved. And that's where we thought we could be, you know, agile and disruptive because we are building everything ground up. So, obviously, we'll make some mistakes along the way. But if we stay true to our core values and our core mission, which is for planet, then, you know, we do have that that competitive advantage when it comes to sustainable development, for sure. Interesting, where the shoes made, Michael. So we're making pootie an, which is in southeast China. And this is super interesting question actually, when when we get artists because I think there tends to be a bit of kind of a misnomer around Chinese manufacturing, or fariz manufacturing, but but footwear, pretty much across the board performance footwear is made in the Far East, and that that's transition was started till the 1980s. And where where factories are at now in these in these places, is lightyears ahead of of Europe in terms of innovation in terms of their ability to make high quality footwear, and in terms of their ability to adopt sustainability. So we chose puyang, because it's a real hub of innovation in footwear, it's, it's where a number of suppliers feed in to. So to give that context, a lot of what the average shoe will have 65 components, those components will have their own supply chain. So before you even made the shoe, you have a number of different supply chains feeding into your manufacturing hub. So a number of the emissions sort of generated pre assembly. So we wanted to create a supply chain that thought about emissions and thought about, obviously, product quality and thought about labour conditions, of course. But in order to do that, effectively, we needed to find a place where there was real footwear, skills and expertise. So all of our materials are transported by road into our factory, and seven of our nine suppliers are within 100 kilometres of TTR. So that's the, you know, that is really the innovation. Or one of the big innovations that we have as a brand is is that supply chain element. And does it come at a greater cost to you to make it more sustainable this way? I mean, even notice the packaging you had is made out of recycled cardboard and I'm thinking that that's awesome. But how come everybody's not doing that and it seems like such a simple thing. But imagine it's an it's another thing that you have to kind of tack on to to your your bottom line or is it Well, yeah, it certainly can be more expensive. The reality is, is that the economies can be achieved with scale with these products, just like anything else. But the reality is, is that because there is less appetite for big brands to drive down to use the products and drive down the costs, the startup costs for brands like ours is more expensive. But we're obviously making a bet that over time as there's greater appetite, these materials and these products will become more affordable. But yeah, there is some low hanging fruit, certainly with regards to recycled FSC. packaging. And it really should probably be a mandate now across the board. It's certainly not that expensive. When you factor in some of the cost savings that you get environmentally and in terms of the less packaging across across the whole supply chain. Yeah, I am, by the way, I think the the shoe looks fantastic, by the way. And I'm kind of into that sleek, no massive logos, no embellishments. I've said it a few times on the podcast and very much a man for a bit of minimalism when it comes to my footwear. What was it like for you getting the actual product in your hand for the first time? Can you remember the moment? It was crazy. We that was probably where we were most hands on as founders, both Jacob and I was in the design process, we we certainly subscribe to that simplicity narrative less is more creating a timeless shoe. And we were presented by john with sort of three different options in terms of materials, I think it was organic cotton, ramee fibre, which is from nettles, and then this corn fibre shoe, and we had these three shoes all made from these incredible natural materials. And then just to receive that product, anybody who's sort of had an idea, gone through the design process, and then received something tangible. It's such an exciting part of the process. And then sort of we went about the decision making kind of positives and negatives off the back of that interesting well, and launching a business at this time. Has it had pros ahead cons has it, you know, added to the world being upside down for you. You talk to me about what it's like to launch a business in this time? Well, I didn't really have much frame of reference, because I haven't launched another business at normal time. So it's a tough one to answer. It's definitely had its challenges, certainly through the mix of the first lockdown. When our supply chain was being disrupted, we were constantly pushing back launch days. So I think we were due to launch in April 2020 and ended up launching end of August. So not a huge disruption. But still, that affects a lot of other things in terms of marketing plans, and strategy. And then the consumer, right, it's a tough market out there people losing jobs, less disposable income. So it's hard to know what the impacts are because we don't have a frame of reference. But certainly, it's it's been challenging. But as a digital first business, we have some inherent advantages where we can market directly to our consumers, and to build slowly. And I think that's given us a bit of an advantage is having that direct interface and that direct channel of communications with them. And what's the reaction been like to the launch? And you know, what has been the main feedback that you had for the products? Good question. The feedbacks been really strong and positive. I think people subscribe and really believe in the mission of athletes for planet. That's something that's landed very clearly with our audience. The overwhelming feedback on product is incredibly comfortable. If you've ever Well, you probably wouldn't have tried a corn fibre shoe, but there's going to ask you about that. Yeah. Could you maybe drill down on that a little bit? What is the corn fibre technology? How does it work? Well, yeah, essentially we use a Flyknit engineering. So if you've ever worn a pair of Nikes line, it's a very thin sort of layer of, of neck that hooks to your foot. But corn fibre is a is a phenomenal material, we use a waste product from corn production. And it's incredibly strong, durable, breathable, and it passes all the tests essentially that are required footwear. And it's incredibly it's got this really lovely handfeel. So when you sort of put it on in your foot, I should say when you put it on in your foot feels incredibly comfortable and unhealthy. So that's been a great response from the consumers that initial touch point of putting their feet in the product. They've sort of all commented on how comfortable it is. But like any product to market, its first market, you know, you've got to earn your stripes learn, improve, evolve. And that comes with resources that come to sell. So it's slightly chicken and egg. But we're getting there. Awesome. And so the plan is to develop more in the footwear range, are you looking to get into bricks and mortar as well when the world opens up again, but what's down the pipe. So we'd like to say direct to consumer as long as possible to build that community and that that, I guess, understanding and direct channel of both communication and our customer. And then, in terms of product development, we're looking to obviously learn from this first order from our customers and improve our v1 and make product better and better and better. And I think into 2021, it's just, you know, taking things slowly looking to improve our existing offering, before we go to wider product development. And then retail is something that we're interested in, but as a as a much longer term strategy for sort of more circular initiatives. So being able to recycle the shoes more easily for the customer, and creating more experience based shopping experiences. Interesting. Well, Michael, thanks so much for taking time out to talk to me about hydroflex. Today, I think the shoes great websites really cool as well. How long that takes to get up and running. Was that something you've outsourced? Or someone inside the team? Yeah. So we we use a great agency called other way. Shout out to that, yeah, that they did a great job on sort of, on the brand side of things, and we work very collaboratively collaboratively on that. Anybody who sells online knows the website is a real beast. And it's it's kind of a science. So there's still some optimization to happen there. But we're quite pleased with how we've landed and, and the messaging that we're getting across. Yeah, I think it looks great. And the website, by the way, again, is hailo flex.com. The place you can go and at hailo athletics to check out some of the images of the shoes and the ambassadors as well. And notice you've got Bamford on there from Leeds in the boat sign looks pretty good. Oh, man. Well, I was gonna get on to about the offside rule yet that goal disallowed at least. Yeah, well, we should have a premiere. We should have a premier league hailo athlete with a goal was not seven. So Stuart Stuart inquiry for sure on that one. Oh, my God. Was it QPR that you played for? Yeah. So I started at QPR at the age of 13. And sort of worked my way through the system there and made my debut for the first time there and then had sort of five or six years where it was in and out of the team a little bit. Never really, ever really made that sort of landmark. Yeah, moment, which catapulted my career was sort of getting into the team getting out of the team that had some amazing experiences played in the Premier League. And it was a really interesting part of my life. Did you get to sort of QPR your Darby games would probably be Chelsea, Fulham, Brentford, Brentford, or Brentford. Right next door. Well, did you get to play in any derbies? Yeah, so I played, I played against Brentford and came on against Fulham, and was on the bench with Chelsea. So those are pretty interesting days. And, yeah, I mean, firsthand, my experience as an athlete is really sort of helped shape kind of hailo. And, and I think, given me that resolve that you need, as a founder to constantly get punched in the face, basically, as a footballer, although everyone I think sees the, you know, the lovely side of it, and the salaries and all this stuff that gets pushed into the media, you do, you do have to learn to fail, quite regularly, you know, not getting selected for the team, not winning a game, you know, not getting promoted, whatever it is, it happens pretty, pretty often in sport. So that's been a good lesson for me as I've got into the sport in this new role as a founder. Because if you're constantly getting things wrong, and hearing people's opinions, and you have to have quite a strong, yet strong viewpoint in order to sort of stay the course. Yeah. How does it work, by the way, getting picked for a team. So when I played football A long time ago, not for anyone important. There would never be any kind of great announcement of no phone calls and night before team sheets, it would be literally your name would be on the wall in the dressing room door as you go in. And if your name's not a mess, we'll just get back on the bus and go Well, these days, he's got more of an idea. It depends on the manager. So we had different managers who would, on a Tuesday before Saturday game would start working tactically with the team that he wanted to start with. So you'd have a clear indication of whether you're going to play, right? Or the manager or the managers would do it on a Friday, just the day before he saw managers would keep their cards very close to their chest, and you'd find out Saturday at one o'clock. Yeah, so it really does depend on the manager, managerial style, I always prefer to know quite early, so at least I could, you know, get prepared if I'm starting or get over the disappointment if I'm not everyone has their own approach. Well, Michael, I'd love to do another 30 minutes on football, but I want to be respectful of your time. Thanks so much for taking time out and speaking to me today and best of luck with the product and for the future. Cheers. Thank you. Oh, how about that, as you can appreciate, I could have talked to Michael for hours, mainly about football. var country tackles and derbies. But that's for another time, another show. In the meantime, make sure you're checking out the good guys and head over to hailo athletics calm and treat yourself or your loved one to a good running trainer. In the meantime, thanks for tuning in. If you like what you're hearing, leave a review. It does help how he goes around here and until next time.

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