In this episode of The Fashion Startup, I’m joined by Gal Golander, founder and CEO of Noosh, to talk about what it really takes to start a fashion brand from scratch and build a product-led business in a competitive market. We cover product development, manufacturing, direct-to-consumer marketing, hiring, and the realities of growing a fashion startup.
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Gal created Noosh after years of frustration with traditional tights. While working in the cosmetics industry during the rise of inclusive foundation ranges, she began questioning why tights hadn’t evolved in the same way. That question eventually became the starting point for a brand determined to rethink comfort, durability, fit, and shade inclusivity in a category that had barely changed in decades.
Gal shares the honest story behind launching a fashion startup without prior experience in the fashion industry. We talk about the long road of product development, the realities of working with manufacturers, and why building a strong product is the foundation of a successful fashion brand.
Gal also opens up about the early challenges founders rarely see online, including imposter syndrome, navigating factories as a startup, and the moment she realised she needed to take control of her own marketing strategy rather than outsourcing it too early.
You’ll also hear how Noosh tested demand through direct-to-consumer marketing, how Gal scaled the business by focusing on sustainable growth, and why hiring the right people became a turning point for the brand.
What you’ll learn:How Gal turned a personal frustration into a fashion startupWhy identifying a real problem is key when launching a product-led brandWhat founders should expect during product development and sampling
The reality of working with factories and why timelines take longer than expected
How Noosh tested demand using direct-to-consumer marketing
Why founders should understand their marketing before outsourcing it
The challenges of scaling a startup once customers start buying
Gal’s advice for first-time founders thinking about launching a fashion brand
Chapters00:00 – Introduction01:48 – Meet Gal Golander and the story behind Noosh04:32 – The idea that sparked the brand07:59 – From idea to action10:35 – Product development and manufacturing challenges16:55 – The importance of getting the product right20:55 – Early marketing mistakes and learning to run ads herself27:40 – Hiring the right team as the business grows31:30 – Marketing strategies that helped Noosh grow39:40 – Expanding the product range and future plans45:35 – Advice for first-time fashion founders48:45 – Where to find Noosh
Links mentionedNoosh: getnoosh.com
Instagram: @getnoosh
TikTok: @nooshbody
About Noosh
Noosh is a modern tights brand founded by Gal Golander. Designed for real women, the brand focuses on inclusive shade ranges, better fit, and durable materials to reimagine what tights can be in the modern wardrobe.
About The Fashion Startup
The Fashion Startup is the podcast for aspiring founders who want the courage and know-how to start their own fashion brand. Hosted by Michelle Ramsay, The Fashion Expert®, a fashion designer and startup mentor with over 20 years of industry experience helping founders design, manufacture, and launch fashion brands.
Founder of The Fashion Startup Academy 6 month 1:1 private mentorship program for first time founders to fast-track their fashion brand with an industry expert.
Instagram: @thefashionexpertuk
The Fashion Expert®
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If you’re thinking about starting a fashion brand or building a product-based business, this episode offers a realistic and insightful look at what it takes to turn an idea into a growing fashion startup.
