Simon Payne is the co-founder at Sole Responsibility, a sustainable retail business specialising in the resale and takeback of seconds in the footwear and clothing space. They resell 10,000s of sub-prime shoes and garments a year with growth at 30% year on year.

In this episode, Simon joins Chloe Thomas to explore how resale commerce, changing consumer behavior, AI, and upcoming sustainability legislation are reshaping the future of fashion retail. They discuss why secondhand is becoming mainstream, what ESPR means for brands, and how retailers can turn returns and resale into long-term opportunities.

Hit PLAY to hear:

• Why secondhand fashion is becoming mainstream faster than brands expected 👟
• The surprising way retailers are turning returns into revenue 💰
• How AI is helping identify and resell thousands of unique products
• What Europe’s new ESPR legislation could mean for eCommerce brands ⚖️
• Why platforms like Vinted are changing consumer behavior forever
• The big question fashion brands may soon have to face: produce less or lose relevance? 👀

Dive in:

[05:21] Using AI for product identification

[07:34] Focusing on product returns and resale

[10:32] Rise of social live shopping

[14:57] Challenges with product traceability

[16:58] Sustainability and product reuse challenges

[20:40] Trends in UK retail shopping

[24:20] Future of production and sustainability

[25:53] Listen to Simon’s Top Tips!

Full episode notes here: https://ecmp.info/597

Steve Willicott is the founder at Uncle Matt's Hats, selling baseball caps and supporting men’s mental health. Founded in 2024, they sell via their Shopify store, and are about to launch their second range.

In this episode, Steve explains how Uncle Matt's Hats has built every part of the business around its mission — from product design to packaging to customer acquisition. It’s a smart look at how purpose-led brands can create stronger differentiation, generate organic content, and grow without relying on big ad budgets.

Hit PLAY to hear:

• 🎯 How Steve Willicott built Uncle Matt's Hats around purpose — and why that makes customer acquisition easier
• 📦 The clever packaging idea that turns every order into organic UGC
• 💸 How a startup with a tiny ad budget gets more from every customer touchpoint
• 🧠 Why the inside of the product matters more than most brands realize
• 🚀 The simple customer insight that led to launching beanies and T-shirts next
• 🔥 How storytelling can help your brand stand out in a crowded, competitive category

Key timestamps to dive straight in:

[06:38] Focusing on mission over product

[09:27] Designing meaningful, ethical hats

[11:34] Expanding beyond baseball caps

[15:13] Organic UGC and giftable packaging

[20:01] Sharing mental health stories and support

[22:42] Reducing customer acquisition costs

[23:54] Listen to Steve’s Top Tips!

Full episode notes here: https://ecmp.info/596

Hayley Jones is the Artist and Founder at Moon Phase Studios. The studio exists to empower its customers to become more attuned to the moon through art, books, and rituals. It was founded in November 2020 when they went from zero to £200k in 8 just weeks! Now they sell via their Shopify store & Etsy store doing over £1million a year.

In this episode, Hayley shares how the business has evolved from a fast-growing startup into a mature, highly seasonal brand with a loyal customer base. She breaks down the strategies behind their success today—from email-first marketing and pre-orders to finding a breakout product and building a business that thrives despite its “peaky” nature.

Hit PLAY to hear:

• How Moon Phase Studios grew from £0 to £1M+ (and what they’d do differently) 🚀
• Why email marketing now beats Facebook ads for their revenue 📧
• The 13 Moon Journal that changed everything (and why it sells so well) 🌙
• How pre-orders bring in cash months early (and reduce peak stress) 💸
• The truth about running a “peaky” seasonal business—and making it work 📈
• Why they brought fulfilment back in-house (and boosted profits) 📦

Key timestamps to dive straight in:

[05:14] Launching the 13 Moon Journal

[09:36] Pre-order strategy and benefits

[11:52] Building the Initial Team

[14:59] Challenges with US fulfillment centers

[18:31] Exciting 2026 customer-driven projects

[22:34] Listen to Hayley’s Top Tips!

Full episode notes here: https://ecmp.info/595