F equals for women on the rise

About Us

F =, formerly known as Tease and Totes, was founded by twins ~ tech entrepreneur and author Danielle Newnham ~ and fashion doyenne Natalie Bardega. We strongly believe in the empowerment of women and so created this platform to inspire, motivate and empower women to rise.
We celebrate empowerment through slogan fashion*, weekly interviews with inspirational women, and our ongoing GIRL POWER partnership with Worldreader, a global non-profit organisation on a mission to deliver digital books to every child and their family.
* We believe in ethical sourcing and sustainability through our supply chain as much as possible. Under each product description you can find out in more detail how we achieve this. 
After a degree in PR, Danielle started her career in the music industry, working for Stephen Budd Management, a producer and DJ management company. After its sale to Channelfly/MAMA group, Danielle went on to work for David Reiss in the Reiss HQ before finding her feet in startup world in 2006.
She joined a "new media" company called icom where she helped grow the team from 10 to 40. Despite success in the mobile space (pre-iPhone), the company chose to focus its efforts on web so Danielle and two members of the award winning mobile team left to set up one of the first apps agencies - ubinow ("ubiquitous now").  Danielle was the only non-tech member of staff and thus took on a myriad of roles including business development, client relations, operations and finance. ubinow worked on apps for adidas, Diageo, Jack Daniel's, Reebok, Royal Navy, Three, Universal Pictures, and F1, among others. ubinow was acquired by Work Club Havas.

Danielle co-founded We Make Play with husband (and ubinow co-founder) Joshua Newnham to offer clients advice on technical innovation at concept stage. The company has since changed direction and has become The Junto Network
a community for first-time founders.

Whilst on maternity leave in 2012, Danielle wrote Mad Men of Mobile - a collection of one-on-one interviews with 13 of the greatest mobile innovators and founders; including Siri, Shazam, ustwo and Imangi Studios. Last year, Danielle wrote Female Innovators at Work: Women on Top of Tech which includes interviews with 20 female entrepreneurs and inventors in tech.
In September 2014, Danielle saw a need for women to be more visible in the tech and business world. After a discussion with twin Natalie, Tease and Totes was born.
Natalie started her career in fashion straight out of university joining high street retailer Jane Norman on the shop floor. Before long, she had worked her way up into the head office, working alongside a small team and management which included the founder's two daughters.

During her ten years at the company, Natalie worked on many aspects of the business from retail to buying to management and was there during two sales of the business, learning many lessons along the way.

After leaving the company in 2011, Natalie went travelling solo around America before returning to London and starting Tease and Totes - with Danielle with a mission: to empower women everywhere to rise.
 Contact: fequalshq@gmail.com

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