How THEY Turned a PR Fail into Content Gold and Built a Worldwide Brand with Jess and Stef from TWOOBS

SHE-talks E-commerce

In this episode of SHE-talks E-commerce, Jess and Stef Dadon, co-founders of TWOOBS, share their journey from launching sustainable, vegan footwear brand at New York Fashion Week to growing a successful direct-to-consumer (DTC) business that challenges conventional fashion norms.

The sisters reveal how their love for bold, playful designs has shaped the TWOOBS brand, while balancing their deep commitment to sustainability. They candidly discuss the lessons learned from opening a bricks-and-mortar store in Byron Bay and how they navigate the challenges of growing a business without compromising their values.

You'll hear about:

✨ The early days: How TWOOBS was launched guerrilla-style at New York Fashion Week, and what that taught them about brand storytelling.

✨ Bricks vs. Clicks: Why running a physical store is completely different from an e-commerce business, and the hard lessons they've learned along the way.

✨ Building credibility: How getting stocked in major retailers like David Jones helped establish their brand, and why they ultimately returned to a DTC model.

✨ Sustainability with fun: How TWOOBS stays true to its eco-friendly, vegan roots while keeping the brand playful and accessible.

✨ Work culture wins: The benefits of implementing a four-day work week and the importance of creating a happy, healthy workplace.

✨ Global ambitions: TWOOBS’ trials with expanding into the US and UK, and how they’re finding the right international market fit.

This episode is packed with actionable insights on brand building, sustainability, and navigating the ups and downs of entrepreneurship from two inspiring SHE-compreneurs. Jess and Stef's story is a perfect reminder to balance business growth with personal fulfilment.

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Resources and Links:

Visit Twoobs to explore their range of products.

Follow @twoobs on instagram for their latest news and releases.

Thank you for listening to this episode of SHE-talks e-commerce! If you loved it be sure to click follow because the episode we have next week is one you WON’T want to miss.
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