James Sinclair's Business Broadcast · James Sinclair

Full Time Soldier, Part Time Fashion Entrepreneur - £10k/Month and Growing (4k)

October 29, 2025·1 hr 5 min·5 clips

A full-time soldier built an £820,000 fashion business in his first year using credit cards and sheer grit.

This episode of James Sinclair's Business Broadcast features Jacob, a serving soldier who has launched Lockwood, a British-made countrywear clothing brand generating £10,000 monthly. Hosts James Sinclair and JB explore the challenges of scaling this fashion startup with limited capital. Jacob is a sergeant in the Coldstream Guards based at Victoria Barracks in Windsor, balancing his military duties with running the 13-month-old business. His first customer was a fellow soldier named Blake, who bought a product after a casual conversation in Cyprus. The core challenge is a £138,000 cash requirement to meet minimum order quantities for his next production run, which includes wax jackets, cordura jackets, gilets, and quarter-zips. Jacob currently achieves a 10x return on ad spend but has run out of popular sizes, preventing further scaling. He operates a pre-order model and has negotiated payment terms with his factory to 30% on dispatch and 70% 30 days later. The business is approaching the VAT threshold, which will impact margins, and Jacob attends in-person events to drive sales where customers can feel the premium materials. James suggests connecting Jacob with Matt Holland of Holland Country Clothing, a multi-million pound business featured previously on the podcast, for potential wholesale orders and mentorship. A surprising insight is that Jacob's fiancée and another soldier handle web design and ads, forming a team with zero paid staff. James proposes solving the cash flow issue by securing a confirmed bulk order from an established retailer to leverage with the factory for better terms. JB recommends focusing on best-selling items like the maroon wool gilet or olive sherpa gilet first, rather than the entire range. Another key suggestion is developing lower-priced accessories like scarves, hats, and gloves as entry-point gifts to generate quicker cash flow. Jacob reveals he has had interest from three potential investors but is hesitant to give away equity early, preferring to retain ownership. His mentor is a founder of The Body Shop who initially didn't work with startups but was convinced by his pitch. The tone is conversational, supportive, and practical, blending business coaching with casual banter about the gifted Lockwood clothing the hosts wear during the recording. Listeners interested in bootstrapping, D2C fashion, or balancing a side hustle with a demanding career would find this episode valuable. Those seeking advanced financial strategy or critiques of the business model might find the advice too introductory.

As heard by us

A soldier-founder fashion story where ambition outruns cash, with practical advice throughout.

A full-time soldier trying to turn outdoor fashion into a business gives the episode its center, and the numbers arrive fast: first-year revenue, stock pressure, credit cards, overdrafts, and a 138,000 cash need.

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Why you'd press play

You want a blunt look at why a fashion brand can grow fast and still feel cash-starved.

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