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Alison Hudson

Adrift, Marketing Manager

Adrift, Alison Hudson

In our latest Business Impact Leaders Series, gain insights from business experts committed to giving back. These individuals will candidly share their journey, why they care to ‘be the change’ and how their business is being a force for good.

On the 27th of March 2024, we welcomed Adrift, an inclusive fashion label that celebrates the beauty and boldness of everyday women.

“As a female founded and led business, our sole mission is to make EVERY woman feel included. The three projects we have selected reflect our company values and core ethos” – Rebecca Pullar, Adrift

Key insights

Adrift’s purpose-driven journey

At Adrift, we do what we say we’re going to do. Our customer care and service is what really sets us apart with a focus on complete transparency,

We created a mission statement and looked at what we stand for, who we are as people and what our clothing stands for to launch initiatives that align with that. So we introduced the ‘Re-Loved‘ garment recycling program which gives our customers the option to send their pre-loved Adrift styles back to Adrift HQ, for us then to determine on whether the products can be donated, resold or recycled.

When these garments are received, we issue them with an e-voucher(s) to use in store or online. They then have the option to donate their credit value to one of our i=Change NGO projects and have seen a real uptick in support once we started promoting this program.

Everyone knows the huge problem that fashion has with creating an abundance of things we don’t need, so it’s nice to see our customers embracing this program and the need to do better.

What prevents other brands implementing purpose-driven initiatives?

I don’t know what’s stopping them, it’s so easy to implement and it’s about looking at what your brand stands for, what you want to be known for and do you want to make an impact? If you do, then just do it.

For Adrift, it took some workshopping to make sure our ‘Re-Loved’ program was right and it was linking to our giving back commitment through i=Change but it’s something we are so passionate about.

The underlying care in every business needs to be present. It’s why I love working for Adrift, there is purpose instilled everywhere. It’s not just a clothing brand, it’s a brand trying to make an impact and create change. This is why our partnership with i=Change works so well, because we actually believe in what we do.

“You’ve got to see people as people. In 2024, everybody needs a hand” – Alison Hudson, Adrift

Be the change today. 

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