Reflo, a sustainable sportswear brand backed by England captain Harry Kane, has launched 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 £5m 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.
Kane, England’s record goalscorer, 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.
Rather than pursuing traditional venture capital, the founders have chosen to open this round to their community.
Open for five days, Reflo has raised £51k so far from 73 investors.
“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,” said Kane.
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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MacFadyen added: “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.”
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; and SupplyLabs – corporate and B2B apparel partnerships with global brands.
Philippou said: “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.”
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