Business Not as Usual – Event Summary

Last month saw Addidi take part in and sponsor a different kind of charity event. ‘Business Not as Usual’ brought together the worlds of fashion and female founders to deliver a message of sustainability, all in aid of Reverse Rett.

The event, which took place at the St.Pancras Renaissance Hotel, was attended by over 90 fabulous women, all of whom were treated to a female founders panel discussion, including our very own Anna Sofat. Anna, who has a wealth of experience in helping female-led fashion companies via Addidi Angels, the UK’s first female angel investing club, was joined on the panel by founder of DEPLOY, Bernice Pan, Julie McKeen of Sarka London, Kelly Sant of Mannequino  and Alice Wilby. The game-changing female founders panel discussion was hosted by GLAMOUR editor, Deborah Joseph.

Anna commented:

“Sustainability is becoming an ever-more crucial theme for businesses across all sectors. We all need to play out part but it’s businesses that must step up and lead the way. Fashion is one industry in which business leaders are doing that – and DEPLOY are a shining example of how a business built on an ethos of sustainability can also be extremely successful. It’s been brilliant to share in the stories and lessons from the inspiring women at today’s event – it’s a very timely reminder that ‘business as usual’ isn’t always the best way forward.”


The event raised over £5000 for Reverse Rett through ticket sales and a 10% donation from DEPLOY from clothes sales on the night.


For more information on DEPLOY’s approach to sustainable fashion and to shop from their collection, visit

To find out more about Reverse Rett and their mission to provide better treatment and fund research to find a cure for Rett Syndrome, visit