How one entrepreneur turned fear of failure into fuel and built a sustainable clothing brand

Finding My Above Average: The Founder’s Story Behind the Brand

When people look at Above Average Clothing today, they see clean logos, a gold caret symbol, and a philosophy built around mindset and evolution. What they don’t often see is the personal story behind it, the journey that led me to build something that, at its heart, isn’t about fashion at all, but about meaning. And if I’m honest, it’s still evolving and I’m certain it will continue to do so.

A Fear of Failure Turned Into Fuel

If I’m being honest, I’ve always been the “fear of failure” type. I don’t like to try new things in front of other people unless I already know I’ll be good at them. It’s easier to step back than to risk being seen falling short.

That trait has followed me for years, but over time I’ve learned that avoiding failure also means avoiding growth. You can’t move forward if you only ever play it safe. Progress doesn’t come from being flawless; it comes from showing up, stumbling sometimes, and carrying on anyway.

Above Average was born out of that realisation. I wanted to create something that challenged not just my own tendency to hold back, but the wider cultural obsession with always looking polished. That’s why the brand is built around one simple question: what if your clothes said less, but meant more?

The Seed of an Idea

Clothing is something we all wear every day. It’s personal, but it’s also universal. Most of the time, we don’t think about it, we just throw on whatever’s there. But I started to wonder: what if what we wear could mean something more? What if it could act as a quiet reminder of the values we want to live by?

For me, those values are honesty, humility, and growth. They’re what I try to live by in my life, and now, in business. Above Average Clothing became the way to bring those values out into the world, not through endless variety or trend-chasing, but through designs and identities that carry intention and speak to something more than what’s on the surface.

The Gold Caret: A Symbol of Rising

The brand’s anchor is the gold caret symbol (^). In maths, it represents raising something to a higher power. For Above Average, it’s a symbol of rising beyond the norm, striving to improve without chasing perfection.

I chose gold because it represents value and progression. But it’s not a flashy, shiny gold; it’s a warm, grounded shade. It reflects the brand’s belief in progress over perfection. Quiet confidence, not ego.

That caret became my way of saying: keep moving forward. However imperfectly, just keep rising.

From CORE to DRMMR, EQSTRN, GTRST & GRDNR

The heart of the brand is the CORE range, mindset and wellness pieces that focus on Above Average’s defining mantra: “no ego. just evolution.” But from the beginning, I knew I wanted the brand to reflect more than just me. I wanted it to mirror the people closest to me, and in doing so, connect with others on their own journeys.

• DRMMR came first, because drumming is my release, my therapy. It’s about identity beyond the kit, clothing that quietly affirms who you are.

• EQSTRN grew from my daughter’s love of horses, reflecting her world of grit, discipline, and connection with animals.

• GTRST is inspired by my son’s guitar playing, a celebration of creativity, expression, and finding your own sound.

• GRDNR belongs to my wife, who finds her peace and growth in the garden.

Each identity has its own logo, its own personality, but they all connect back to CORE. They all live under the same philosophy: a reminder that we’re all a work in progress, each on a different journey.

What If Clothes Could Speak to the Journey?

That’s the question that sits at the centre of Above Average. I don’t want to create clothing that shouts about status or ego. I want to create clothing that holds meaning.

Design, for me, isn’t about a fixed aesthetic. It’s about intention. Whether subtle or bold, simple or intricate, every piece has to align with the brand’s values and leave space for people to connect to it. I want Above Average to appeal to people who are on a journey, who know they’re not the finished product, and who don’t need to pretend they are.

Sustainability as a Mindset

If this brand was going to reflect my values, it couldn’t just be surface-level. That’s why sustainability is baked into the foundation. From day one, I researched and partnered with suppliers to ensure items are made from organic cotton or recycled materials, produced in renewable energy factories, and designed to be remade when they’re worn out.

Products carry QR codes that allow them to be returned and recycled into new clothing. Nothing wasted. Nothing meaningless.

For me, sustainability isn’t just about fabric. It’s about mindset, recognising that what we do today shapes tomorrow. It fits perfectly with Above Average’s mission: keep evolving, keep striving, keep getting better.

Progress Over Perfection

If there’s one phrase that sums up everything Above Average stands for, it’s this: progress over perfection.

It’s a mantra that grew from my own fear of failure. For years, I avoided trying new things because I was afraid I wouldn’t get them right. Starting this brand was the exact opposite; it was me stepping out before I felt ready, embracing the uncertainty, and trusting the process.

I want everyone who wears Above Average to feel that same quiet encouragement. To know that you don’t need to be the best, you don’t need to be perfect, you just need to keep moving; rarely perfect, always present.

Looking Ahead

Above Average is still young. It’s just me, balancing family, work, and late-night design sessions. But the journey so far has been proof that meaning matters. That a brand can speak to something deeper than trends.

When I see someone put on a DRMMR tee, or when my daughter proudly wears EQSTRN, or when my son picks up his guitar in GTRST, that’s when I know this is working. These aren’t just clothes. They’re reminders.

Reminders that we’re all a little afraid of failing sometimes. Reminders that progress is more powerful than perfection. And reminders that what we wear can say less, but mean more.

Because at the end of the day, Above Average isn’t about being the best. It’s about being committed to growth, in whatever form your journey takes.