FABRIC: Dosed for any moment
- KLS
- Oct 30
- 7 min read
For the 212nd feature of our "Together Talks" campaign, we collaborated with FABRIC and Co-Founder, Haylee Jordan. At FABRIC, they’re getting into a rhythm. They craft non-alc and THC-infused beverages that keep you sharp, spark your weird ideas, and help you drop into the moment. They’re not here to knock you out, we’re here to wake you up. Everything they make is packed with high-quality Aussie ingredients, low environmental guilt, and absolutely no BS. They give 2% to mental health initiatives because yes, the world is on fire, and yes, brands should do more than just sell you stuff. They are a public benefit corporation, to boot. Basically, they’re legally required to not be jerks. Cheers to that, mate!
"Together Talks" feature # 212: FABRIC presented by KLS - Your Trusted Shipping Solutions In The USA
What separates you from your competition? What have been the biggest challenges? Goals for upcoming year + Next phase of the company?
What were your concerns to transition to starting your own business? How have you dealt with being the face of the company?
What have you learned since becoming an entrepreneur? What aspect of entrepreneurship do you appreciate the most? Share a decision that you made that was detrimental? What is your why?
Story of how it was created?
My co-founder Tom Eddleston first started dreaming up a beverage brand with Nick Galton-Fenzi, our biochemist, brewer, and all-around badass who also happens to be a World Beer Cup and GABF judge in Australia. When Tom eventually made his way back to Colorado, he brought Anthony Bradley and I on board to turn that initial spark into something bigger: a meaningful brand built from the ground up.
From there, we got work developing everything, the brand name, strategy, identity, and business model–with one clear goal: to position ourselves as the hemp beverage brand in Colorado. What started as an idea quickly became a mission-driven company with a bold vision, to UNFK TMRW and to create functional beverages that give people more options to feel something without the booze.
What separates you from your competition?
Our brand strategy and identity set us apart from the start. We’ve been intentional about building a mission-driven brand that gives back 2% of all revenue to mental health causes, because purpose isn’t a marketing angle for us, it’s part of the foundation.
Beyond that brand moat, the product itself stands out. We’re crafted with Galaxy hops and native Australian botanicals for a distinct, elevated flavor profile and we’ve managed to do it all with zero calories and zero sugar. It’s built like a proper adult beverage, not another perfumed seltzer which really sets us apart.
What have been the biggest challenges?
When you decide to jump into a beverage startup, you decide to jump into many challenges. We knew they were coming, especially as a hemp derived brand. The biggest ongoing challenge has been navigating the regulatory environment. Even when you’re fully compliant, the rules can change overnight, impacting everything from label design to where and how we can sell. It’s forced us to stay nimble and proactive in a category that’s still being defined.
This reality has shaped our entire go-to-market strategy. Rather than spreading ourselves thin, we’ve chosen to go deep in one market first, our home state of Colorado. We’re focused on building real community, strong retail partnerships, and brand awareness in our backyard before expanding. It allows us to dial in every touchpoint, from education to execution, and prove product-market fit in a thoughtful, controlled way.
Goals for upcoming year + Next phase of the company?
Heading into Q4 2025, we’re officially out in the market across 70+ liquor stores throughout Colorado and gearing up to launch our $1M raise. 2026 marks a pivotal year for us, one focused on depth, not breadth. We’re doubling down on Colorado, staking our flag in our own backyard and building the strongest possible foundation for long-term growth.
Our goal is to saturate the state, from ski towns to the Denver area creating a profitable, community-rooted CPG brand that’s synonymous with the Colorado lifestyle. This means growing our retail footprint, expanding event activations, strengthening our ambassador program, and eventually being at every bar and restaurant.
In 2026 we want to prove our model in Colorado, refine our playbook, and position ourselves for strategic expansion where we see fit.
What were your concerns to transition to starting your own business?
I’ve always been a bit hasty, for better or worse. I don’t tend to overthink before diving in. After years working as a brand strategist and designer, it only took a few conversations with my co-founders for me to jump headfirst into this adventure. My mindset was simple: you can’t really lose. At the very least, I’d walk away more experienced, having built something from the ground up that had the potential to scale, and with a meaningful purpose to boot.
Of course, there were plenty of unknowns. Shifting from service-based work to a product-based business comes with a steep learning curve, but the opportunity was too great to pass up. I knew that even if things didn’t go perfectly, the process itself would make me a better strategist, designer, and founder.
How have you dealt with being the face of the company?
It’s funny, we’ve been moving so fast that I kind of had to just jump into social media and start making content. We never intentionally decided that I’d be the face of the company, but that’s definitely how it’s played out over the past few months as we’ve divided and conquered across different lanes. I’ve even been recognized a few times around town as one of the founders of FABRIC, which still makes me laugh.
These days, I really see content as one of the most powerful tools for building a brand, especially when you’re a scrappy startup. You have to design it with heart and make sure it consistently ties back to your positioning while still feeling human and authentic. I imagine my answer to this question will evolve as we grow, but for now, you’ll be seeing me on social media.
What have you learned since becoming an entrepreneur?
I never really felt like I belonged in an office or working for someone else. I blame that on the fact that most of the adults in my life were self-employed. Who needs a “real job” when you watched your grandpa craft and fix guitars for over 50 years? Growing up around that made entrepreneurship feel less like a risk and more like a default setting. I’m so grateful to have grown up watching the adults in my life create their own jobs. Artists, industrial designers (self-taught!), and wellness practitioners were all in my world.
I started down the traditional path for a bit, but it didn’t take long to realize it doesn’t offer much beyond slightly better health insurance. The trade-off was massive– giving up creativity, autonomy, and meaning never felt worth it to me. Since 2017, I’ve been self-employed, dabbling in entrepreneurship through multiple brand studios, side projects, and now FABRIC, something I believe in wholeheartedly. I knew I had graduated to the next step in entrepreneurship when I started keeping my eyes open for opportunity, something that could scale, with a team that was capable. That’s when FABRIC came along. I’ve spent a lot of time studying social enterprises like Thistle Farms and The Women’s Bean Project. I always knew I wanted to do something like that but imagined it was farther off in the future…And here we are today!
What aspect of entrepreneurship do you appreciate the most?
What I appreciate most about entrepreneurship is the freedom to create something meaningful and the ability to scale an idea into something much bigger than myself. Sitting in an office never worked for me– I’d always feel that pull in the back of my mind, knowing there was more I could be building. It’s easy to get complacent when you’re sitting at the same desk for years, but entrepreneurship forces you to keep growing. I love that I get to create, experiment, and share something I genuinely care about with others.
Share a decision that you made that was detrimental?
I think the biggest mistake I’ve made is getting lost in the hustle. It’s so easy to fall into that “go, go, go” mindset, especially in startup life where there’s always something demanding your attention. I’ve spent a lot of time trying to figure out how to stay balanced. It’s an important mistake to recognize, especially when you’re building a brand that values mental health. Life doesn’t begin at an exit, it’s happening now!
As a company we’ve made a few expensive mistakes, but that’s part of owning a CPG brand. The best way to deal with those mistakes is to own it, and move forward with more clarity than before.
What is your why?
A huge part of my why is being able to provide non-alcoholic options that align with a healthy lifestyle. I’ve always looked at what we eat and drink through a holistic lens: everything is connected. As we learn more about how alcohol impacts gut health and, in turn, mental health, it’s clear that what we consume has a ripple effect on our overall well-being.
Each of us brings a distinct worldview that shapes the story we’re telling through this brand. You can feel it in our identity, our product, and our mission: we’re building something that helps people feel good, think clearly, and live fully.
Do you have a moment that brings you the most joy?
There’s so much joy in the journey if you actually open your eyes to it. I find joy in the weirdest, most human parts, like making a fool of myself on social media and not taking it all too seriously. I’ve felt joy seeing our brand out in the wild for the first time, knowing that something that lived in our heads is now sitting on shelves. And there’s a special kind of joy that comes from the people, becoming real friends with my co-founders, meeting their families, and realizing we’re all just chasing the same goal in our own ways.
At the end of the day, we’re just a bunch of humans flying through space trying to make something meaningful with our time, I think that’s pretty joyful.
Piece of Advice
Get out of your own way! That’s where the good stuff happens. Action beats perfection every time, and no one knows everything (even the ones who pretend to). It’s fun being young and a little dumb, learn the lessons so you can be a slightly less dumb old person.
Promo Code
Purchase from their site, FABRIC, and use promo code below:
CHEERSMATE -> 20% off
In Closing
KLS wants to thank FABRIC and Co-Founder, Haylee Jordan, for today's "Together Talks" feature. Follow along for their journey with their social handles below!
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