Enterprise Nation

Benjamin Benton was working in London for a hedge fund when he decided there was more to life than watching stock markets and share prices go up and (mainly) down. So he quit and started Huxley Clothing with the premise of bringing UK made, well priced and most importantly colourful clothing back to the British high street. We find him in his garage in Kent where he is busy in start-up mode.

If you don’t mind us asking, how old are you?

I am 24yrs old. I left Uni in 2007 with the business idea gently gnawing away at me. Despite securing a great job having left Uni, there was something in me that wouldn't rest until I had at least tested my own business acumen and launched this idea that was gently 'hibernating' in my mind.

The name Huxley is great – how did you come up with it?

From the outset I knew which names I couldn't use for the business. My surname is Benton, which is obviously dangerously close to Bennetton, and starting a business in the same sector with a similar name I felt was unwise. My middle names are James Wills, and so again the same applies this time with the similarities with Jack Wills. So having ruled out the obvious starting points for naming the business I began looking for a name that was memorable and at the same time could be different things to different people. Many names were bandied around before Huxley was finally chosen. The name actually came to me as a friend had called his dog Huxley a few years before and it kept coming back to me whenever I though of names for the business. As such I followed my gut instinct and went for it.

How easy are you finding it to source quality and colourful products from the UK?

So far I have been very lucky. I started the process by trawling the internet for any and every manufacturer that looked like they produced the types of goods I wanted to sell. I then emailed and called them all until I had whittled my options down to a handful. The problem I found is that many British manufacturers had been producing the same product for many many years and were slightly unsure of a young upstart who knew nothing of the industry tinkering with the colours, fit and style of their product.

The manufacturers I am using are good well established manufacturers, but I am lucky that they are able to see my vision and allow a bit of tinkering at the edges. Also I have found generally that the quality of the products that the manufactures I had spoken to were producing was first rate. Ultimately they understood that they can never compete with the Far East on price and so quality and service are how they have to differentiate themselves.

I think to be honest that for a small business like Huxley, launching in the recession played into our hands. People were more willing to talk to us and to meet us and adapt to what we wanted to do as the outcome for their business otherwise looked pretty bleak. I was even told at one factory I visited that to make myself popular whilst wandering round all I needed to do was to introduce myself as a new client. I guess that sums up the mood of some of the British manufacturers I visited 6 or so months ago.

We love your line about the world you envisage where … ‘men are not afraid to throw on a deep purple jumper …’ – where did your love of colourful clothes come from and what is the favorite colour you like to wear? 

I guess my love of colourful clothing comes from my childhood. As young children my brothers, sisters and I would always be kitted out in Osh Kosh B'Gosh and Bennetton and the like when these brands were making a name for themselves by bringing good quality colourful products to the high street. I think this must have rubbed off on me. In terms of my favourite colour to wear, it would have to be bright green or cobalt blue.

Once the collection is ready, how will you be promoting yourself?

We have been and will continue to make the most of the viral marketing opportunity that exists nowadays for small companies. Through Facebook, Twitter, blogging, etc it is now possible to spread the word of a new venture or project very quickly. To start with Huxley will only be selling our products through our online shop (www.huxleyclothing.co.uk/shop) and as such our marketing effort is focussed on driving as much traffic to the shop as possible. We will also be making the most of traditional media such as sending out our quarterly catalogue, attracting media attention for Huxley, and appearing at trade shows and fairs to promote and sell our products.

Who is helping you in the start-up phase of the business?

In terms of the day to day running of the business I am doing everything on my own at the moment. In terms of my support network around me for inspiration and as a sounding board for ideas, I am lucky enough to come from a close knit family of 6 brothers and sisters, and to have two successful parents who are both running their own businesses.

Are you pleased you made the move from Hedge Fund to Huxley Clothing?

I am ecstatic I made the move from Hedge Fund to Huxley clothing! It was a choice between working long hours analysing spreadsheets and data in order to make other people rich and successful, or working longer hours, on my own, to get my business off the ground. I had the opportunity to create a business from nothing that will one day hopefully be a successful and internationally renowned brand, there really was no competition in my mind for which route I should take.

• Benjamin Benton, Huxley Clothing