The support from the Accelerated Growth Programme has been transformative – it’s given me the clarity, confidence and tools to relaunch Oes Gafr Eto as a purposeful, high-quality Welsh fashion brand.
Oes Gafr Eto (OGE) is a clothing brand created to reflect a confident, modern Wales, where language, identity, and heritage come together through bold design and storytelling. Initially founded in 2015 with two partners, it is now led by Alun Gruffudd. The business offers a fresh perspective on Welsh fashion, centred around a distinctive visual identity inspired by the resilient, roaming goat.
With expert guidance and strategic support from the Accelerated Growth Programme (AGP), a Business Wales service OGE has successfully launched its bilingual e-commerce platform and has a clear growth plan.
In this Q&A, Alun shares the journey behind the brand, the inspiration that drives it, and how AGP has helped shape its future.
How has AGP supported your business?
AGP has been instrumental in getting us to this point. From the very beginning, Mandy, AGP Relationship Manager, and the team of expert coaches have helped me structure and clarify my ideas. Their advice covered many areas, from copyright and search engine optimisation to sustainability, website development, and carbon footprint planning.
Taking part in the 2024 Start-Up Accelerator programme was especially valuable. It gave me the space to develop a detailed business strategy, set realistic milestones, and sharpen my pitch through a final showcase event. AGP has given me the practical tools and the confidence to move forward with purpose.
What inspired you to start Oes Gafr Eto?
The idea came from friends who felt there was space for a clothing brand that fully embraced Welsh culture and language, something rooted in authenticity rather than clichés. We wanted to create something distinctive that celebrated Welshness in a new way.
The goat became our central symbol. It’s resilient, adaptable, and able to thrive in harsh environments – which, for us, is a powerful metaphor for the Welsh language and the cultural and civic journey of Wales. Our “Crwydro” collection, meaning “to wander”, captures this idea of movement, survival and colour, drawing on folk traditions and songs.
What is your mission as a business?
We want to make bilingual commerce feel natural and mainstream in Wales. OGE exists to help people engage with the Welsh language in everyday life – not through obligation but curiosity, creativity and pride.
We also strongly believe in the future of Welsh manufacturing. While the large-scale textile factories may be gone, there’s a growing market for locally made, sustainable, high-quality clothing. We want to be part of that story.
What challenges have you faced along the way?
One of the biggest challenges was updating our original logo to something more modern and refined while retaining its character. Finding a production partner to meet our quality expectations for embroidery and printing also took time.
We’ve done this without seed funding, so each step had to be carefully considered. AGP’s support helped me make those choices with a clear head and long-term view.
What milestones are you most proud of?
Launching our bilingual website was a significant achievement. It represents our values and gives us a strong platform to build. It’s already helping us connect with new customers and establish a brand presence.
We’ve also started rebuilding momentum through events like the Makers Market at Ffos Caerffili and the National Eisteddfod and have plans to grow further through those community-led spaces.
What are your future plans?
We aim to bring in marketing and sales staff, ideally through apprenticeships, that can grow with the business. We also want to explore reseller partnerships internationally, particularly in areas with strong Welsh communities.
What advice would you give to other entrepreneurs?
Don’t be discouraged by setbacks – they’re part of the process. One Welsh phrase I always come back to is “Dyfal donc a dyr y garreg” – steady tapping eventually cracks the stone. Keep going.
The most important thing is to stay close to your vision and surround yourself with people who support and challenge you. That’s precisely what AGP has done for me.
Click here to learn how the Accelerated Growth Programme can support your business.
For more information on Oes Gafr Eto, visit www.oge.cymru or follow @Oes_Gafr on Instagram.