Honest, not Perfect Ep 12: Nick Reed, Founder, Neem London

From takeback schemes to resale models, and from designing with end-of-life in mind to driving mindset shifts in consumers, Nick shares how Neem is doing what many big retailers are still grappling with. We unpack how small brands like Neem can influence system-wide change, what circularity really looks like in practice, and how different demographics are responding to more responsible models of fashion.

In this episode of the Honest, not Perfect podcast, host Suzanne Ellingham (Director of Source Fashion) sits down with Nick Reed, the founder of Neem London, for an on-site discussion about his journey from corporate retail to building a fully circular menswear brand.

Nick shares insights from his 15-year tenure at Charles Tyrwhitt and Moss Bros, and why he decided to start a brand that prioritizes transparency, circularity, and ethical supply chain management.

• The Shift in Buying Habits: Nick reflects on how, between 2002 and 2017, the industry moved toward petroleum-based fibers (like polyester) to manage margins, often at the expense of understanding the material's environmental impact or recyclability [04:11].

• Founding Neem London: The brand was born out of disillusionment with the treatment of suppliers during the pandemic [06:08]. Nick aimed to create a brand that was:

  • Fully Transparent: Traceable back to the farm [12:44].

  • Circular: Taking ownership of the product post-consumer use [07:30].

  • Targeted at Gen X: He targets the 45–75 age group, noting that they often feel a sense of responsibility and have the financial means to buy better quality items [07:37].

• The Economics of Takeback Schemes: Neem London operates a takeback scheme for any brand in any condition [11:24]. Nick explains that while large retailers find these schemes economically impossible due to their scale, small brands can build these systems into their business models from day one [19:19].

• "From Flock to Fashion": Nick describes a current project involving a British wool farm with 260 specifically cross-bred sheep to create a fine, lustrous yarn similar to Merino [14:03]. He emphasizes that high-quality, traceable products don't have to be priced inordinately [14:21].

• The Importance of Honesty: Nick advocates for radical honesty in business. He shares an example of emailing his customers about cash flow issues related to a new store lease, which resulted in a surge of supportive purchases [23:36].

Nick sees the fashion industry at the beginning of a "10–15 year revolution" [24:43]. He believes that by 2050, models like resale, 3D design, and made-to-order will be the standard way of manufacturing and selling [25:03].

Watch the full video here: https://youtu.be/e4tq-YptZas