Fast-growing sustainable sportswear brand opens investment round to its community rather than traditional venture capital
London, UK – 5th March 2026: Reflo, the sustainable sportswear brand backed by England captain Harry Kane, has today announced the launch of a £2.5 million crowdfunding raise – giving the public the opportunity to invest alongside one of world sport’s biggest names.
Founded in 2021 by childhood friends Rory MacFadyen and Peter Philippou, Reflo has generated millions in revenue since launch, including £5 million in 2025 alone. The business operates at a 60% gross margin, with a diversified mix across DTC, wholesale, corporate and partnerships – strengthening Reflo’s position as one of the fastest-growing challenger brands in sportswear.
Rather than pursuing traditional venture capital, the founders have chosen to open this round to their community.
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Rory MacFadyen, Co-Founder of Reflo, said: “VC money was an option. But Reflo has always been built differently. We’re challenging an industry responsible for up to 10% of global carbon emissions – and we believe the people who wear the product should have the chance to own part of the mission. Harry Kane believed in what we’re building and chose to invest. Now others can too.”
Harry Kane joined Reflo in 2024 as lead ambassador and investor, citing belief in the brand’s long-term vision and commitment to genuine sustainable innovation over marketing-led claims.
Harry Kane added: ““I was really impressed with Rory and Pete’s vision for the brand and wanted to get involved. It’s growing quickly, and it’s exciting for me to be a part of it.”
Reflo has rapidly established itself across elite sport, partnering with Atlassian Williams F1 Team, four Formula E teams including Jaguar TCS Racing and Nissan, FIA World Rally Championship, global golf events including The Open and The DP World Tour, and progressive football clubs Luton Town and Forest Green Rovers. The brand has already recycled the equivalent of 5 million plastic bottles and planted more than 200,000 trees – while building high-performance apparel designed to compete with the biggest legacy brands.
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The company operates across three revenue pillars:
- Reflo – Direct-to-consumer sportswear across golf, training, running and padel
- TeamLabs – Sustainable kit solutions for elite teams and events
- SupplyLabs – Corporate and B2B apparel partnerships with global brands
The Global sportswear market was worth $335B in 2023 and is forecast to hit $646B by 2030, driven by consumers demanding performance, transparency and environmental accountability.
Reflo’s founders describe their mission as being “here to do what Tesla did for cars. Smarter design, cleaner materials, better performance.”
Peter Philippou, Co-Founder, added: “We make our lives harder by doing things properly. Cleaner materials, responsible manufacturing, better design. It proves sustainability and profitability can co-exist. This raise is about scaling that model globally.”
The campaign is expected to be one of the leading raises promoted to Crowdcube’s subscriber base this quarter. Investors will be backing a brand positioning itself as the credible challenger to legacy sportswear giants – built on performance, purpose and proof.
Public launch begins 5th March.
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About Reflo
Reflo is a performancewear brand on a mission to change the sportswear game, for good. Their goal is to become the most sustainable sportswear brand in the world. Reflo specialises in sustainable, technical apparel for partners, teams and athletes at all levels.
Co-founded by childhood friends Peter Philippou and Rory MacFadyen following respective careers in FMCG and sports marketing, their forward-thinking approach has positioned Reflo as one of the fastest-growing British sportswear brands.
Reflo prioritises the sourcing, design and development of recycled and circular sportswear solutions, as well as sustainable packaging, delivery services, waste management and wider environmental initiatives. For Reflo, sustainability is a continuous journey. The brand is constantly innovating to raise the bar in sustainability, performance, quality and design, and they will not stop pushing the boundaries of what is possible while also committing to their goal of planting 1 million trees and recycling the equivalent of 5 million plastic bottles by the end of 2026.
Reflo works with a growing roster of like-minded partners across world sport, including teams and organisations in football, golf, Formula 1 and Formula E, all chosen for their shared values and commitment to driving positive change.
In 2024, Harry Kane, England men’s football captain, announced himself as an investor and ambassador, marking a monumental milestone for the brand on the global stage.
For more information, visit Reflo.com.