Our Story
Roots was started in a business studies classroom. (thanks Mr Williams!) We were tasked with developing a business plan for a sustainable clothing brand. When the time came to present, we had a website, clothing, suppliers, social media... everything but the business plan.
Roots was born from salty hair, sandy toes, and endless days chasing waves with our friends. We’re just a bunch of teenagers who love the ocean, the outdoors, and doing our bit to protect the planet we call home.
We were often told that we would be the changemakers of tomorrow, so we decided to be the changemakers of today. We believe that clothing can be so much more than so much more than just something you throw on in the morning. For us, clothing is a way to share our story, start conversations, and spark real change. Every piece we create is designed to inspire action - whether that’s joining a beach clean-up, starting a climate project, or simply reminding someone that young people have power right now.
True to our Roots, 100% of our profits directly funds grass-Roots projects that we know are doing great things for our planet and it's people.
But our home has always been Devon, where rugged cliffs meet rolling moors and the sea breeze carries the promise of adventure. It’s a place to share stories — to create, collaborate, set Roots, and dream big. For us, it always comes back to familiar trails and windswept beaches, to the wild spaces that shaped us and the community that keeps us grounded. Rolling back full circle to well-trodden soil, we’re here to give back to the place that gave us everything which is why many of the projects we support are here, in our home county.
Our mission goes way beyond Devon. From that business studies classroom where the first ideas were scribbled on scrap paper, to the wild edges of our local coastline, we’ve always believed that small beginnings can spark big change. Climate change and biodiversity crises isn’t just a distant headline for us — it’s personal, urgent, and global.
Roots exists to prove that young people can take action right now. We use sustainable fashion and creative projects to raise awareness, inspire others, and push for real solutions to the climate crisis. Whether it’s through the clothes we make, the stories we tell, or the projects we launch, we’re here to show that change starts from the ground up — and it can spread anywhere.
Lucas Brendon steers the ship as Roots' Director and Head of Media. When he manages to escape the world of Roots (and school!), you’ll find him somewhere in nature. Likely wild camping, testing the waters, or deep in a book. An avid environmentalist, Lucas brings his sharp debating skills and passion for storytelling to Roots, ensuring our message resonates loud and clear.
Matt McEwen is a co-founder of Roots and serves as Head of Communications and Press, ensuring the world hears about the work Roots is doing. With a knack for storytelling and a passion for connecting people to the cause, Matt is at the heart of Roots’ voice. When he’s not busy crafting campaigns or managing press, you’ll find him out in nature, walking his beloved dog, brainstorming his next big idea, or leading the charge on our community litter picks. A lover of the outdoors, a keen runner and a strong advocate for environmental action, Matt brings creativity, dedication, and plenty of energy to everything Roots does.
Fyn Nadin heads up our clothing department, ensuring Roots walks the walk. Balancing his work at Roots with the demands of school keeps him busy, but Fyn knows how to find his centre. When he's not immersed in the world of sustainable fabrics and ethical fashion, you'll find him tearing up the hockey field or perfecting his chess skills. Fyn brings that same dedication, discipline, and energy to Roots, helping us create clothing that's good for the planet and good for you.