Almost Home: The Rising Streetwear Label Valuing Authenticity Over Profitability

In a world where new fashion brands are started every day, authenticity is rare. But Luke Murphy and his brand Almost Home, have it in droves.

He’s prioritised creativity above all else, designing pitch-perfect products for his community, and prioritising the long term game, over short term monetary gains.

From collaborating with industry giants like Cole Buxton and UVU, to seeing Rio Ferdinand repping his gear at the Champions League Final, Luke joins us for a few Guinness to give his unique take on building a fashion brand in 2025.

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Timestamps:

00:00 Trailer

01:25 Origins of Almost Home

06:10 Taking the leap as a founder

08:30 Building a brand first, ecom store second

09:46 The importance of finding the right co-founder

14:38 The story behind Almost Home's logo

17:24 Daily ups and downs of running a business

21:34 Balancing product quality with a sustainable business

24:32 Working alongside Cole Buxton & UVU

26:37 Why UVU have blown up as a brand

30:23 Nail your product before attempting to scale

33:03 Rio wearing Almost Home at the UCL final

37:11 Getting the basics right as a new founder

42:54 How ALD redefined the retail experience

45:16 Staying true to your brand amidst ever-changing trends

48:49 What Luke knows now, he wish he knew at the start

Hosted on Acast. See acast.com/privacy for more information.

Welcome to the Lock-In - a podcast where we lock the doors of our favourite pub to bring you an unfiltered chat with some of the world’s top E-Commerce Founders. Each episode our hosts Jack, Jamie, Joe and Dan sit down with some of the biggest and best minds in entrepreneurship - pulling back the curtain to share the stories, playbooks and mistakes they’ve experienced while building 8 & 9 figure brands.

Hosted on Acast. See acast.com/privacy for more information.

• No. of episodes: 14
• Latest episode: 2025-08-14
• Business Entrepreneurship Marketing

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