How Ethical Schoolwear Are Doubling Their Revenue on Shopify Every Year
What happens when you combine ethical production, parent-to-parent word of mouth, insanely fast delivery, and simple, customer-first SEO?
You build a Shopify brand that’s doubling year on year!
In this episode, Nick sits down with Liam Charlton, founder of Ethical Schoolwear - a Shopify store changing the school uniform game with better quality, better ethics, and a surprisingly powerful growth engine: the school playground.
We cover:
• How Ethical Schoolwear started (and why ethics became the mission)
• The “playground marketplace” and how word of mouth really works
• Why fast delivery creates 5-star reviews (and repeat customers)
• The simple SEO approach that drives sales
• What products sell best
• How to scale without losing what makes the brand special
• Plus: a teaser for the biggest online Shopify Summit launching September 2026
Visit Ethical Schoolwear: ethicalschoolwear.com
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Key Takeaways:
00:00 – Shopify’s CEO on Doing Good (and Why It Matters)
02:28 – Meet the Founder of Ethical Schoolwear
08:49 – Why Buying a Farm in Wales Beat Selling the Business
13:35 – The Reality of Multiple Suppliers in School Uniform
17:53 – Rethinking the School Uniform Industry
23:20 – Weight Loss, Capsules & Consumer Trust
26:25 – “Uber for Dads”: The Best Business Lesson Learned
32:25 – Tesla, Trustpilot & the Power of Brand Reputation
37:23 – School Uniforms: Ethics, Scale & Impact
41:17 – The Biggest Challenges Facing the Business
43:29 – One Lesson Every Founder Learns the Hard Way
46:07 – How to Double Your Business in One Year