F = was set up four years ago by sisters Danielle Newnham and Natalie Bardega with one mission - to highlight inspiring women doing amazing work.
After 10 years working in startups, Danielle saw a gap in the press where women should be, so she started seeking them out to interview, knowing that sharing their stories would inspire many others. Natalie, after becoming disillusioned with a career in fashion, focused on our slogan tops, partnering with charities such as Worldreader and Maggie’s Centres.
As of 2019, Danielle runs F = on a day-to-basis and has introduced the F = Community - a directory of female-founded businesses. Why? Because…
We have spent four years inspiring women. Now we want to empower them.
We know there is a growing desire to shop from other women.
We know that women want to empower other women.
We know that women prefer to know the founders behind the brands they shop from. And that learning these stories creates a deep emotional connection to the brand.
We know that investors, journalists and big businesses are seeking out female-founded businesses to fund, cover, and do business with.
We believe the future is female-run.