Reflo

What Reflo does

Reflo is a UK-headquartered sustainable performancewear company founded in 2021 by Rory Macfadyen (previously CMO at Icons Series) and Peter Philippou (previously at a premium bottled water business), operating primarily in the golf, training, and teamwear categories. The company designs and sells apparel made from recycled polyester derived from single-use plastic waste, with product lines spanning polos, t-shirts, hoodies, jackets, trousers, shorts, midlayers, and accessories priced from $19 to $199. Its proprietary Reloop circular technology uses mono-fibre construction to enable 100% recyclable garments, positioning the company within the emerging circular fashion segment. The company claims to have recycled 5 million plastic bottles and facilitated the planting of over 200,000 trees through Ecologi and Trees for the Future.

The business operates through three revenue streams: direct-to-consumer e-commerce via its Shopify storefront, wholesale teamwear supply to elite sports organizations (motorsport teams including Jaguar TCS Racing, Nissan Formula E, Andretti Formula E, Atlassian Williams Racing, Cupra Kiro, and the FIA World Rally Championship; football clubs including Luton Town FC and Forest Green Rovers; and golf events such as The Open Championship and the Hero Dubai Desert Classic), and a B2B Supply Labs division providing co-branded and custom sustainable merchandise to corporate clients. Marketing is anchored by a deep partnership with England captain Harry Kane, who led the company's $1.27M seed round in early 2024 and actively participates in product development. Distribution spans the UK, continental Europe, the Middle East (with a Dubai office), and global DTC shipping.

In FY2025, Reflo reported £5M in revenue at approximately 57-60% gross margins. In March 2026 the company launched an equity crowdfunding round on Crowdcube at a £25M pre-money valuation, with stated use of funds including womenswear expansion, additional elite team deals, and geographic growth. The company is privately held with no disclosed institutional VC control; key backers are the founders and Harry Kane, alongside 180 retail investors in the crowdfunding round.

Name

Reflo

Legal name

Reflo Sports Ltd

Website

https://reflo.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Reflo is a UK-based sustainable performancewear company that designs and sells recycled-material apparel to consumers and elite sports teams, monetizing through DTC e-commerce, wholesale teamwear partnerships, and B2B custom merchandise via its Supply Labs division.

Ownership category

akta.pro rank

Product category

Sustainable Performancewear

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Apparel Alterations, Repair & Circular Manufacturing (Remake/Upcycle) (CRAAAAAO)

akta.pro secondary industries

Biobased, Compostable & Low-Impact Material Innovation (Bio-polymers/Dope Dyeing) (IMAOAMAM), Reuse & Resale / Recommerce Operations (EUAIANAC)

Keywords

• Sustainable performancewear
• Recycled apparel manufacturing
• Circular sportswear technology
• Teamwear licensing solutions
• B2B sustainable merchandise

Headquarters

HQ city

Doncaster

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer (DTC) Product Sales: Reflo generates revenue through direct sales of sustainable performancewear to consumers via its e-commerce platform, offering products across golf, training, and lifestyle categories with prices ranging from $39 to $199.
2. Wholesale and Teamwear Partnerships: Reflo supplies teamwear to professional sports organizations including Formula E teams, F1 teams, and football clubs, generating revenue through bulk orders of co-branded or licensed apparel.
3. Supply Labs (B2B Commercial): Reflo's commercial innovation arm provides B2B partners with co-branded products, stock solutions (unbranded with partner identity), and custom product development services for organizations seeking sustainable apparel.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Reflo designs and manufactures sustainable performancewear from recycled polyester derived from single-use plastic waste, sold through its DTC e-commerce site, wholesale teamwear partnerships with elite sports organizations, and a B2B Supply Labs division that delivers co-branded and custom sustainable apparel to corporate clients. Its proprietary Reloop technology produces 100% recyclable mono-fibre garments, and the company combines apparel sales with a tree-planting initiative tied to each purchase.

Product overview

Reflo is a sustainable performancewear brand that operates as a DTC (direct-to-consumer) and B2B company offering a comprehensive portfolio of recycled athletic apparel. The core product line includes Signature Reflo (five flagship pieces), Reloop circular technology for fully recyclable garments, and extensive product categories spanning polo shirts, T-shirts, hoodies, jackets, trousers, shorts, midlayers, accessories, and bundles. The brand serves individual consumers through its online store and wholesale channels, while Team Labs division provides teamwear partnerships with elite motorsport organizations (Jaguar TCS Racing, Nissan Formula E, Andretti Formula E, Williams Racing, Cupra Kiro, World Rally Championship) and football clubs (Luton Town FC, Forest Green Rovers). Supply Labs extends capabilities to B2B partners requiring custom branded merchandise. The company differentiates through sustainable materials (recycled polyester from plastic bottles), circular design (Reloop), and environmental initiatives (tree planting program).

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Reflo Collection Curated flagship collection of five signature pieces representing the Reflo brand identity, built from high-performance recycled materials and earning five-star customer reviews. Targeted at sustainability-conscious golfers and activewear consumers seeking the brand's hero products.
• Golf Collection Dedicated golf-specific performancewear line of 34 items including polos, trousers, shorts, and outerwear with moisture-wicking, stretch, and breathable construction designed for on-course play and clubhouse wear. Targets sustainability-minded golfers seeking technical apparel aligned with environmental values.
• Training Collection Athletic training apparel line of 18 items built for gym, fitness, and high-intensity training using recycled performance fabrics with moisture-wicking and four-way stretch for full mobility. Targets sustainability-conscious fitness consumers.
• Team Labs B2B teamwear service that designs and supplies sustainable performance apparel and co-branded merchandise to elite sports teams across motorsport (Formula E, Formula 1, World Rally Championship) and professional football (English clubs). Delivers multi-year contracts covering driver/pit-lane kit, travel wear, and replica fan ranges built on Reloop circular technology.
• Supply Labs B2B commercial division offering co-branded products, stock solutions (unbranded items carrying partner identity), and custom product development services to corporate clients, event organizers, and brands. Enables organizations to procure performance-grade sustainable apparel, branded goods, and low-impact merchandise at scale.
• Curated Bundles Curated apparel bundles combining coordinated pieces at discounted pricing, including the Golf Starter Bundle ($137), Padel Starter Bundle, Training Starter Bundle ($75), Harry Kane Favourites Bundle, The Performance Pack, and The Core Kit. Targets first-time customers and ambassador-influenced buyers seeking coordinated outfits at lower entry price points.
• The Open 2026 Living Links Collection Limited edition officially licensed golf apparel collection created for The Open Championship at Royal Birkdale, produced in collaboration with the tournament for the second consecutive year. Includes apparel featuring The Open logo and Living Links emblem celebrating the tournament's ecology and history.
• Motorsport Team Collections Co-branded motorsport merchandise collections covering official teamwear and licensed fan ranges for Jaguar TCS Racing, Nissan Formula E Team, Andretti Formula E, Atlassian Williams Racing, Cupra Kiro, and the World Rally Championship. Includes gilets, polo shirts, T-shirts, midlayers, jackets, hoodies, caps, and beanies built on Reflo's recycled performance fabrics.
• Football Club Collections Official football club merchandise collections covering teamwear and travel wear for Luton Town FC and Forest Green Rovers, providing sustainability-aligned football apparel under multi-season partnership agreements.

Quantifiable outcome

• 5 million plastic bottles recycled into performancewear
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, supporting and secondary.

• Jaguar TCS RacingcoreStrategic or Co-development PartnerOfficial Licensee and Supplier for the Formula E team, providing sustainable teamwear and fan merchandise. Partnership emphasizes shared commitment to sustainability and performance excellence.
• Nissan Formula E TeamcoreStrategic or Co-development PartnerPartnership featuring Reloop technology where 50% of team kit is fully recyclable at end of lifecycle. Sets new standard in sustainable teamwear for the Formula E championship.
• Andretti Formula EcoreStrategic or Co-development PartnerPartnership taking sustainability to the next level in Formula E, combining Andretti's racing innovation with Reflo's circular apparel solutions.
• Atlassian Williams RacingcoreStrategic or Co-development PartnerTwo-year collaboration as Official Licensee and Supplier for the Formula 1 team. Partnership brings together innovation, performance, and responsible design to deliver high-quality sustainable teamwear.
• World Rally ChampionshipcoreStrategic or Co-development PartnerOfficial Teamwear Supplier to the FIA World Rally Championship, equipping the WRC Promoter team operating in one of the world's most extreme motorsport series.
• Luton Town FCcoreStrategic or Co-development PartnerOfficial Team Wear Partner bringing sustainability to the heart of football. Partnership supports Luton Town's new era with performance-driven, stylish, planet-friendly apparel.
• Forest Green RoverscoreStrategic or Co-development PartnerCurrently Official Travel Wear Supplier, transitioning to Official Team Wear Partner for 2025/6. Partnership with the world's greenest football club sets new standard for environmentally friendly football apparel.
• Hero Dubai Desert ClassiccoreStrategic or Co-development PartnerOfficial Clothing Partner for the 2026 edition and beyond, extending a relationship that began in 2025. Partnership aligns Reflo's eco-focus with the tournament's GEO certification.
• The Open ChampionshipcoreStrategic or Co-development PartnerOfficially licensed collection creator for The Open Championship at Royal Birkdale for the second consecutive year. Limited edition sustainable merchandise celebrating the tournament's ecology and history.
• EcologisupportingOthersClimate partnership for workforce climate action and reforestation projects across sub-Saharan Africa and South America, including mangrove and tropical rainforest restoration.
• Trees for the FuturesupportingOthersReforestation partner helping communities in Uganda regenerate degraded land, grow food, and build long-term livelihoods using Forest Garden approach.
• Cupra KirosecondaryStrategic or Co-development PartnerNew partnership bringing bold design, race-ready performance, and sustainable innovation. Apparel created using recycled materials and engineered for motorsport demanding environments.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Allbirds: Allbirds is a sustainable performance apparel and footwear brand built on natural and recycled materials with strong DTC distribution. Direct peer in DTC sustainable apparel with comparable premium positioning and environmental mission.
• Sundried: Sundried is a UK-based sustainable activewear brand using recycled and eco-friendly materials, selling direct to consumers. A direct UK peer in sustainable sportswear targeting fitness and active lifestyle customers.
• BAM Bamboo Clothing: BAM is a UK-based sustainable apparel brand using bamboo and other eco-friendly materials. Direct UK peer in sustainable apparel with similar DTC model and emphasis on natural/recycled fibers.
• Tentree: Tentree is a sustainable apparel brand that plants trees with each purchase and uses eco-friendly materials. Comparable business model combining DTC sustainable apparel with measurable environmental impact, similar to Reflo's tree-planting and bottle-recycling narrative.
• Pangaia: Pangaia is a sustainable apparel brand using recycled and bio-based materials with a strong DTC and B2B model. Direct comparable in materials-science-led sustainable fashion targeting conscious consumers.
• Finisterre: Finisterre is a UK-based sustainable performancewear and outerwear brand focused on recycled materials and responsible design. Direct UK peer in sustainable technical apparel serving surf, outdoor, and active lifestyle customers.

Broad incumbents

• Patagonia: Patagonia is the established leader in sustainable outdoor apparel, using recycled materials and circular design at scale. A broad incumbent that defines the category Reflo is competing in, with much larger scale and brand equity.
• Adidas (Parley / sustainable lines): Adidas's Parley and other sustainable collections use recycled ocean plastic in performancewear. A major incumbent operating sustainable apparel as part of a much larger sportswear portfolio, with the brand recognition and scale to challenge Reflo in teamwear and DTC.
• Nike (sustainable / Move to Zero): Nike's Move to Zero initiative and Space Hippie line produce performancewear from recycled materials. A broad incumbent with global scale, supply chain influence, and substantial sustainability marketing investment that competes in the same sustainable performancewear space as Reflo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/refloofficial
• Facebookfacebook.com/refloapparel
• LinkedInlinkedin.com/company/refloofficial
• Instagraminstagram.com/refloofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reflo