Young in spirit with eyes wide open and a constant urge to evolve, creating AUFI Ventures felt like a natural next step for us. We couldn’t feel more excited by what it represents, or the opportunities and people it’s introduced us to. Because, not only are we investing in the ideas and people we believe in, but we’re backing good motives too – like shifting minds and forming new ways of doing things to keep culture moving forwards. Most recently, we’ve helped the co-founders of Known Source get their dream of dreams off the ground – and to say we’re inspired by the work they’ve been doing would be something of an understatement.
Co-founded by Theo El-Kattan and Henry McNeill-Njoku, Known Source is a (soon to launch) online second hand fashion marketplace set on getting more people to shop sustainably with ease, peace-of-mind and customer satisfaction. It’s been three years in the making, and unsurprisingly so – created with careful, dedicated research and curation to bring you one-hundred (highly reputable) clothing ‘dealers’ in one place – each with their own unique style and selling point.
Theo and Henry are fashion obsessed. They’ve been in the clothing industry since their teens – Theo as a buyer and Henry as a ‘top seller.’ Not only have they found a gap that needs filling in the online fashion world, but a space to springboard from too. Shared values, then? Check. They’re passionate, driven and constantly evolving. But it’s their meticulous finesse that’s got us jumping alongside them. See their self-styled, self-directed and self-produced photoshoots, and keep your eyes wide like ours for more to come.
Here’s our In Conversation chat with the tastemakers below, post ‘dealers meet’ event (held here at AUFI HQ) and pre commerce launch. Sizzle, sizzle. And they’re only warming up.
- Cecilia DinwoodieWhat’s missing in the second hand marketplace right now?
Known SourceE-commerce is missing that human touch! Instead of algorithms, we’re pushing for a more hand-crafted approach. Right now, second hand marketplaces are rife with excess. They’ve become overcrowded with fast fashion products made not to last – often with over 15-million listings for any one item. We want to help promote sustainability, second hand clothing and to give more trustworthy, considered top sellers the appreciation and space they deserve.
- CDEnter Known Source! Explain the vision.
KSWe’re committed to bringing our customers the best in preloved, sustainably sourced second hand fashion, and we’re giving our sellers greater recognition for what they do. Our ecosystem breaks down barriers to buying and selling, making it easier for the buyer and better for the environment. It's a game changer. Through our curation and care of premium products, together, we’re making second hand the first choice.
“E-commerce is missing that human touch.”
Known Source
- CDWhy now?
KSOver the previous couple years we’ve seen second hand clothing boom, as people have started to appreciate its unique value. COVID confirmed the importance of supporting your local and finding elsewhere to shop, which helped boost the second hand market. Things are looking good. All we need now is a solution to the excess.
- CDHas starting Known Source always been a dream of yours?
KSStarting a fashion company has been a lifelong ambition for both of us, definitely – and to be able to support independent businesses in the process, while having a truly positive impact on the environment and clothing industry is a dream come true.
- CDWe feel that deeply. So stoked to be a part of it! How have AUFI Ventures supported you from ideation to launch?
KSAUFI have been amazing in supporting our brand strategy process – helping us sound out our vision and USPs, while aiding proposals and ideas within the team. They also introduced us to Reuben, a brilliant investor and invaluable mentor. And they welcomed us to use their gallery in Soho to exhibit and celebrate our vision.
“We’re making second hand the first choice.”
Known Source
- CDHow did the event go down?
KSAh, it couldn’t have gone better. The gallery upstairs looked amazing, our premium content was elevated further in AUFI's HQ. The tacos and margaritas were a huge success, and our presentation in the basement space got a standing ovation. Our team presented to the dealers to lift the lid on everything that we have been working on, and we were truly humbled by their feedback. All our dealers left excited to be a part of our vision. Everyone in the Known Source ecosystem is now determined to elevate second hand fashion to the forefront of culture.
- CDHow did you handle the selection process, creating a curated roster of just 100 sellers all with different styles?
KSWe’ve been watching hundreds of second hand sellers for the previous three years, which was when we kicked off the Known Source journey. Our founding dealers are the best of the best in the industry. It’s been a long but very fun process.
- CDWhat were you looking for in each seller individually and as a group?
KSIndividually, each dealer has to be professional, must deliver impeccable customer service, and they need to show unbeatable knowledge in their stock and style. We want to feel their individuality, personality and creativity with every item they stock and the content they share.
- CDAnd collectively?
KSBetween all our dealers collectively, we were striving for diversity – not just in style, but representation. Our end goal is that any user coming on Known Source can not only find a dealer who stocks their style, but a person who represents them as an individual.
- CDLoving the idea behind your KS Renew feature too. How does it work?
KSWe promise to sell on any item purchased from any Known Source storefront at any point in the future in order to ‘close the loop’ and keep things circular. We’re doing what we can to extend the life of each piece of clothing, with the hope to encourage responsible consumption. You send us a picture of your item showing the current condition, and we'll estimate how much it will sell for. If you are happy, send us the item and we'll find a new owner. We’ll pay you when the item sells. Easy.
“Each piece has its own personal story, and the collectors in us love that.”
Known Source
- CDHow are you feeling about the launch?
KSExcited! So excited. We’ve been working on this for three years, and we’re so proud of what we’ve created. The quality of clothes on Known Source is unbeatable, and our dealers are real change-makers. We can’t wait to help give them the exposure they deserve and to help fashion lovers discover what the world of second hand has to offer.
- CDWhat do you love the most about vintage clothing?
KSFor us, it’s the individuality of each piece. To start, most items are out of production, so adding a piece of clothing to your collection that you won't see anywhere else is always special. I love how second hand clothes have their own unique combinations of previous owners. Each piece has its own personal story, and the collectors in us love that.
Subscribe to Known Source to get first access to their website, launching early November 2022.
