What starts as a sock obsession becomes a bold creative business. In this episode of Born to Build, Sam chats with Chelsey Wilson-Roos, founder of Feat., a Cape Town based brand known for its playful, design-led products inspired by South Africa's wild beauty. Chelsey shares the highs and hurdles of building Feat. into a joyful, local-first brand that stands out. Expect honest stories, thoughtful design, and practical lessons for anyone building something distinctive from the ground up.

Chapters

(00:00) Welcome and intro
(00:37) How a sock habit sparked a brand
(02:05) Choosing socks as a creative medium
(05:34) Why "dreamers and intrepid explorers"
(07:51) Playfulness, wonder and creative process
(10:15) Designing and producing locally
(12:40) Benefits and challenges of local manufacturing
(16:27) Managing inventory and rising costs
(20:02) Building relationships with stockists
(22:57) Becoming a husband-and-wife team
(26:45) Sharing roles in business and design
(29:27) Product design in line with your vision
(32:00) Customer stories that keep her going
(33:13) Products that spark conversation
(34:15) What it means to wear or gift Feat.
(38:10) Toughest decisions in scaling up
(37:25) What she'd do differently
(39:44) What’s next for Feat.
(41:49) Rapid fire questions

Check them out here: http://featsockco.com

About Born to Build:

Born to Build is a podcast featuring conversations with the builders, founders, and pioneers driving change from the ground up. Each episode highlights the real stories of SME owners - how they started, what they’ve overcome, and what keeps them building their business. It’s honest, practical business insight from those shaping their industries one bold move at a time.