Why the Best Fashion Ideas Start With Real Frustrations.

You know that moment when you try something on or use a product and think, why does this not work properly? Why has no one fixed this yet? I’ve seen that moment spark so many incredible fashion brands over the years, and honestly, they’re often the brands that grow fastest and make the biggest difference to people’s lives.

In my latest podcast episode, I’m talking about why so many successful founders start exactly here. Not with a full collection, not with a fashion background and definitely not with a catwalk dream, but with a very real frustration and a very real problem that needs solving.

Prefer to listen? You can grab the full episode here

Great Design Always Starts With a Problem

When someone comes to me with a functional or problem solving idea, something immediately clicks. These are the projects that make me think, this is interesting because solving this actually matters.

When you’re designing something that needs to do a job, you have to think differently. You have to get into the mind of the person using it and look at the problem through their eyes. What’s not working? Why isn’t it good enough? How do we make it better?

This is where real innovation happens. Not in glossy campaigns, but in the small, practical things people deal with every single day.

Real Examples From Inside My Studio

Some of my favourite projects have come from people who’d never have described themselves as creative or “fashion people”. They just knew something wasn’t working.

The triathlete who couldn’t find a decent kit bag

A professional triathlete in California came to me because every kit bag he tried was wrong. Wrong layout, wrong pockets, wrong features. So he decided to make his own. He knew the sport inside out, so he was the perfect person to design a better solution.

Tailored Athlete and the challenge of fit

Harry, the founder of Tailored Athlete, couldn’t find shirts that fit his physique. His quads, his biceps, his shoulders. Nothing worked. Instead of putting up with it, he created a brand that’s now known worldwide for athletic fit clothing.

Nixi Body and the power of one simple idea

When Kelly launched Nixi Body, she started with one product. Leakproof underwear that actually looked good and didn’t show under clothing. That single idea turned into a collection and then an award winning brand.

None of these founders started out in the fashion industry. What they did have was a lived problem that nobody else had solved properly.

You Do Belong in the Fashion Industry

If you’re sitting with an idea and thinking, but I’m not from the industry, trust me, you’re in very good company. After working with more than 400 founders, I can say confidently that almost everyone feels this way at the start.

A lot of this comes from how the fashion industry looks from the outside. We see TV shows, runways, Paris Fashion Week, glossy campaigns and it’s very easy to think, well, that’s not me!

But the reality is far less intimidating and most of the innovation I see comes from people outside the industry. People who’ve lived the problem and know exactly why it needs fixing so if that’s you, then you absolutely belong here.

Why Niche Products Are Easier To Sell Than You Think

Another worry I see a lot is the idea that the product is too niche or too targeted. But having a niche is super powerful.

A niche product means:

you know exactly who you’re talking to
they know exactly why they need it
you’ve got a clear point of difference
your marketing becomes far stronger

You don’t need the whole world to buy from you. You need the right people to buy from you. And they’re usually searching for the exact thing you want to create.

The Question I Always Ask Founders

If you’ve been sitting on an idea for a while, ask yourself this: How would you feel if someone else launched the exact idea you’ve been thinking about?

Most people tell me they’d be gutted and if that’s how you’d feel, then that’s your sign that the idea is yours for a reason.

The Confidence You Gain When You Actually Start

There’s something incredibly powerful about bringing a product to life especially when that product genuinely helps people. When you finally see someone using something you created because you were brave enough to start, that feeling doesn’t go away.

You don’t need a fashion degree or need to draw or have industry contacts. You need a problem worth solving and the willingness to take the first step - the rest can be learned or supported.

Listen To The Full Episode

If this topic is speaking to you, you can listen to the full episode here.

I go deeper into everything we’ve covered, including examples, mindset shifts and the very first steps to take if you’ve been sitting on an idea for a while.

Ready To Start Your Fashion Brand?

You can download my free Fashion Brand Launch Blueprint. It walks you through the proven steps to turn your idea into something real.

Get it here for free.

If you’re building a fashion brand and you want more support from someone who’s been inside this industry for over 20 years, come and connect with me on Instagram at @thefashionexpertuk I share behind the scenes from my design studio, tips for first time founders and a real look at what it takes to bring a fashion brand to life. I’m a designer and mentor who helps people with zero fashion experience create, develop and launch their own clothing or accessories brand, and I’d love for you to join me there.