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The Vision

Building better routes to market — together

The Hues Project is about building shared, more accessible ways for product-based founders to grow with fluctuating capacity.

Over time, that could look like pop-ups, markets, trade shows, and events under one umbrella — where costs are shared, support is planned in, and no one loses the opportunity completely if they’re not well enough on the day.

Hues Allies will grow into a marketplace of products made by our community, alongside aligned brands and offers that genuinely support it.

The problem we’re solving

  • The default route to market

    For most product brands, growth relies on being physically present: markets, pop-ups, trade shows, networking, and constant visibility.

  • The capacity gap

    That model assumes consistent energy, mobility, and recovery time — and that paid support is available when it isn’t always accessible.

  • The result

    Brilliant brands are pushed to overextend, stay small, or step back — not because the products aren’t good, but because the system isn’t built for fluctuating capacity.

How we’re going to solve it (together)

The Hues Project is a community where we build better routes to market — together.

That means:

Shared discovery and visibility for product brands

Practical problem-solving with people who understand fluctuating capacity

Templates, resources, and “what actually works” shared openly

Collaborations and cross-promotion when it fits

Over time: collective routes into retail and events that don’t rely on every founder showing up physically

No guilt. No push-through culture. Just practical support.

Join the Project

Hues Lab will be a small WhatsApp (or possibly another platform) community for product-based founders building with fluctuating capacity. It’s not open yet — join the waitlist and I’ll email you the invite when the doors open (plus occasional practical resources in the meantime).

Supporters, shoppers, allies, and service providers who’d like to support the community and stay connected to the project are also welcome to sign up.

Elizabeth with a Hues parcel in front of a post office

Why I’m building The Hues Project

I’m Elizabeth, and I started Hues Clothing in 2023 because there was a gap in the market for bold block-colour, sustainable clothing that’s sensory-friendly.

I was already living with chronic health issues (multisystem dysautonomia and hypermobility spectrum disorder). At the time I was fairly functional — I could pace, I could drive the business, and I could make the usual “small brand” growth tactics work.

But over the last year my health and mobility have declined, and alongside that I’ve had my Autism and ADHD diagnoses. I have had to cancel events and markets at the last minute due to health and have lost money. It's made the capacity gap impossible to ignore.

I don’t have a neat, individual “answer”. What I do have is a clear need — and a belief that we can build better routes to market when we build them together.

Hues Clothing

What’s inside The Hues Project

  • Hues Allies

    A curated group of exceptional brands I’ll actively feature and promote — with the long-term aim of a discovery-led marketplace (think Not On The High Street vibes, not a charity or directory).

  • Hues Lab

    A calm, product-focused space where we problem-solve together, share templates/resources, and collaborate or cross-promote when it fits our capacity.

  • Hues Advocacy

    Stories, resources, and practical guides — plus a growing directory of links and service-based businesses that can support founders building with fluctuating capacity (access, systems, funding, legal, wellbeing, etc.).

  • Hues Clothing

    The original brand and proof of concept — bold block colour, comfort-first, inclusive design.

  • Hues Crafted

    Small-batch, handmade, experimental, scrap-conscious creations. Slow production, creative exploration, and sustainability.

Who it’s for

The Hues Project is for product-based founders who want to grow within their capacity.

If the traditional route to market (events, networking, trade shows, constant visibility) doesn’t work for you — because your capacity fluctuates for any reason — you’re in the right place.

It’s also for customers who want to discover and support brilliant independent brands, and for service providers who genuinely understand access and capacity.

Join the Project

Join the Project for updates, early invites, practical resources, and ways to build with us.