Everyone thinks starting a fashion brand is about aesthetics and creativity—but Ben Hurren knows it's about obsession, patience, and operational grit. After two decades leading menswear at retailers like Harvey Nichols, Selfridges, and REISS, Ben’s now building Vingt Quarte: a denim brand four years in the making, born from a gap he saw and couldn't unsee.In this episode, Ben shares the reality of launching a fashion business with deep industry experience but zero startup experience. From botched factory relationships to navigating production delays, he opens up about the lessons that almost broke the brand—and the turning points that kept it alive. This is a story of starting over at the top of your game, playing the long game in a saturated market, and betting on your own taste when no one else can see the vision yet. If you’ve ever dreamt of building a brand from scratch, this one’s for you.00:00 The journey into fashion03:39 Learning from industry veterans06:11 When e-commerce changed everything11:18 Inside Selfridges' buying strategies17:34 How men and women shop differently21:07 The vision behind Concept2425:40 Taking the entrepreneurial leap28:10 Vingt Quarte's story and valuable failures33:11 Building a team while keeping your vision35:18 Planning for growth and eventual exit38:37 Why fashion startups struggle to survive42:48 The manufacturing challenge44:18 Wisdom for fashion entrepreneurs45:57 Building beyond the brand