The Startup CPG Podcast Founder Feature: Haylee Jordan and Tom Eddleston of FABRIC
Oct 17, 2025
Haylee Jordan, co-founder and brand lead of FABRIC, and Tom Eddleston, co-founder and CEO, dive into their journey of creating a purpose-driven, hemp-infused beverage startup. They discuss the meaning behind the name FABRIC and its connection to social impact. The duo highlights their commitment to mental health initiatives and sustainability as a Public Benefit Corporation. They also explore creative branding strategies, the challenges of marketing in the hemp space, and their innovative product development, including low-dose options and functional beverages.
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Whirlwind Launch Fueled By Purpose
- Haylee described launching FABRIC in under a year and feeling like they were in a whirlwind.
- She credited early traction to the brand's meaningful message, “unfucked tomorrow.”
Hops + Hemp Creates A Cleaner Flavor
- FABRIC combines Australian botanicals and galaxy hops to embrace hemp's earthiness.
- They deliberately kept the product zero calories and zero sugar to differentiate in the hemp beverage space.
Founder Pivoted From Finance To Beverage
- Tom left real estate and private equity after burnout and sought healthier social drinking alternatives.
- He envisioned FABRIC as a way to socialize without alcohol and to “stay in the round.”