Sometimes, the most powerful stories don’t start in fancy boardrooms or with big investors. They begin with friendship, shared dreams, and a refusal to settle for anything less than the best. For Dru Millar and Alfie, URFINEST Clothing grew straight out of a lifelong bond and a mindset built on ambition.
In this MG exclusive, the duo opens up about turning passion into purpose, how setbacks became fuel, and what it really takes to build a brand from scratch when you’re still figuring it all out.
The Rise of URFINEST Clothing
URFINEST wasn’t born in a business meeting. It came from a bond. As Dru and Alfie tell it:
“Since both myself and Alfie, who’ve been best mates since primary school, grew older into our teenage years, we had the drive to start our own business. So, around 2-3 months ago, Alfie and I teamed up and started this business.”
Their vision? Wearing your mindset, showing up every day as the finest version of yourself, no matter the challenges.
“One thing that’s always been important to us is becoming the finest version of ourselves – no matter the stress or pressure life throws our way!”
Purpose Behind the Pieces
What started as a shared ambition quickly evolved into a deeper purpose…
“The last 2-3 months, we’ve both really developed a real passion for fashion… Starting a clothing brand wasn’t just about making clothes; it was about creating something that reflects who we are and what we believe in.”
That belief? That you can build something powerful from scratch and make it mean something. URFINEST isn’t just a brand. It’s a mindset.
“URFINEST is built for ambition and worn with confidence. It’s about backing yourself, wearing your mindset, and knowing you’re building something bigger than just clothes. We’re planning to build every design from that mindset.”
Behind every hoodie, every tee, every stitch, there’s effort, energy, and a story.
Quality, Always
Although still learning the ropes of brand-building and content creation, Dru and Alfie are laser-focused on quality.
“We personally order samples and try to size every design before we launch. We market our products by explaining all the details, fits, fabrics and the story behind each product for each collection.”
Creativity in the Process
Their approach to design is part vision, part strategy, and all passion! Each design becomes a chapter in the bigger story of becoming URFINEST.
“We also are planning to create designs that reflect our story and represent every piece we create with a chapter in our journey to becoming URFINEST.”
Wear What You Believe In
For Dru and Alfie, clothing isn’t just about how it looks, it’s how it makes you feel.
“The message I want people to takeaway when they wear URFINEST is to firstly, feel comfortable and confident in our clothing, to be inspired to wear our clothing and to love our quality! It’s not just about our customers liking the fit and quality, it’s mainly about the feeling you are going to have when wearing our brand.”
Turning Challenges into Chapters
Being teenage entrepreneurs comes with its own set of hurdles. From creating content to being taken seriously by suppliers, they’ve faced it all head-on.
“The biggest challenges we have faced as a teenage entrepreneur is creating high quality content for people to enjoy and remember for the next piece of content and they will know it is URFINEST.”
Still, they keep showing up – consistent and committed to growth.
“We are learning daily to create content but we are finding it hard. However, we are trying to be consistent with our social strategy – and that’s the most important thing.”
Building the Business, Brick by Brick
While production is streamlined through print-on-demand, the boys are hands-on with marketing and customer engagement.
“Production – We do not handle the product, we have various suppliers and do PRINT ON DEMAND so everything on the production side is pretty easy and straightforward as we provide them with very precise tech packs for each design.”
“Marketing – Myself and Alfie both do research on all socials and take inspiration from other brand owners that we think do good content and we are also looking in general what is trending for content currently for clothing.”
“Customer Feedback – So far, we’ve had some great feedback! Also, I am messaging potential customers on a daily basis through SMS sign-ups for drop days!”
Looking Ahead: Big Dreams, Bigger Drive
In five years? They’re aiming for exclusive drops that sell out in minutes, a tight-knit community, and a brand story that resonates.
“In five years’ time I envisage URFINEST selling thousands of garments within minutes on launch days; still staying exclusive; still showing off the brand’s story: speaking to loyal customers, creating a die-hard audience that is inspired, interested and ambitious and wants the finest for themselves!”
Lessons and Life Mottos
They’re still learning and they own that. Their advice for other young founders?
“Do as much market research as possible on all clothing brands! Also, watch videos that you could make on your own as it isn’t easy starting out with content creation – myself and Alfie are still learning.”
And when it comes to mottos? They live by them.
Dru: “I’m built from every setback, driven by vision, and I wear what I believe in.”
Alfie: “All or Nothing. Every Drop. Every Decision. Every Setback Turned Into Fuel. You bet on yourself, fully. That’s URFINEST!”
Quickfire Q&A
What’s one travel destination on your bucket list?
Dru: “The one place I really want to visit is Costa Rica; the beaches are luxurious and for a brand’s aesthetic it would look amazing!”
Alfie: “Lake Como, Italy – It’s very refined and represents success!”
What was the best piece of advice you were ever given?
Dru: “Use what you have got and everything else will come after.”
Alfie: “I really believe manifestation and affirmation are key in the business world! That’s something that really stood out to me while reading Think and Grow Rich by Napoleon Hill. One line in particular resonated: “Your mind is the most powerful asset. What you believe, deeply and consistently, becomes what you create.”
If you could have a one-hour conversation with any fictional character, who would it be, and what burning question would you ask them?
Dru: “As a self-made streetwear founder, I’d love to ask someone like George Heaton: “How do you genuinely build a loyal community from the ground up – one that connects with more than just the product? And what mistakes would you warn me about before I make them myself?””
Alfie: “Batman. I’d ask: “When did pain stop breaking you and start building you?” Because that’s exactly what URFINEST stands for – turning setbacks into strength!”
One habit that changed your life?
Dru: “Listening to people’s advice, even when I think it won’t help.”
Alfie: “Prioritising my health – I realised early on that without a strong mind and body, nothing else truly works. Whether it’s working out, eating well, or simply allowing myself time to rest, looking after my health gives me the energy to drive URFINEST forward. For me, health is wealth, it’s the foundation everything else is built on!”
Soundtrack to the Hustle!
Every creator has a soundtrack, here’s theirs:
Dru’s Picks:
Alfie’s Picks:
URFINEST began with two friends, a shared ambition, and a willingness to figure things out along the way. Dru and Alfie are still learning, still building and that’s what makes their journey worth following. This isn’t about overnight success. It’s about showing up, staying real, and growing through every challenge!
Follow their journey here:
FUN FACT! Team MG will be proud to be wearing URFINEST on our upcoming 25th Manniversary team-building trip to Spain later this year!