How farmers turned a lockdown idea into a global brand

If you have been to an agricultural show in recent years, chances are you will have seen Hexby.

From ringside crowds to trade stands, the brand’s distinctive shorts have become a familiar sight.

But while the name is widely recognised, the story behind it and the farming background of its founders are less well known.

Hexby was founded in 2021 by William “Blue” Archer and Sally Westwood, both from livestock farming families on the Worcestershire/Shropshire border.

What started as a small lockdown project has since grown into a multimillion-pound business that processes tens of thousands of orders a year, is stocked in more than 100 UK stores and sells to customers in more than 20 countries.

See also: What’s hot and what’s not in the farm diversification market

For Blue and Sally, the business is closely tied to their upbringing in agriculture.

“Growing up in farming families gives you a grounded view of work and what hard work really looks like.

“You learn to get on with things, solve problems as they come, but also learn to appreciate the benefits of having your own business.

William ‘Blue’ Archer and Sally Westwood in 2022 © Hexby

“That mindset and the drive to have our own business have shaped how we’ve built Hexby,” says Blue.

He studied rural enterprise at Harper Adams before qualifying as a rural chartered surveyor and went on to work in estate management and utilities in Cheshire and across the Midlands.

Meanwhile, Sally built her career in law, working as a caseworker while studying to become a chartered legal executive – a qualification she is due to complete next year.

Although their careers took them away from the farm on a day-to-day basis, both remained closely connected to the sector.

An idea from overseas

The idea for Hexby can be traced back to a trip to New Zealand in 2019.

While travelling, Blue noticed the popularity of colourful shorts among farmers and the wider public.

“When I was in New Zealand, I kept noticing how popular colourful shorts were, both on farms and day to day.

“And it made me think there was space for something similar back home,” Blue says.

The concept stayed with him after returning to the UK, but it was not until the first Covid lockdown that the opportunity came to act on it.

With more time available, he decided to test whether the idea could work at home.

Starting small

Hexby launched in early 2021 with no experience in the clothing sector and no outside investment.

The first run consisted of just 50 pairs of shorts.

The website was built from scratch, and orders were managed from home.

At the same time, both founders continued working full-time.

Blue remained in his surveying role, while Sally continued her legal work and studies.

Building the business meant working around those commitments.

“For the first couple of years, building Hexby while we were both still working full-time was extremely challenging.

“We worked late every night after work, and our weekends were always spent building the brand.

“But we saw people really buying into the brand, which gave us drive and confidence to keep pushing,” says Blue.

Early demand and show circuit growth

Early demand came quickly, particularly from within the farming sector. Initial stock sold out and repeat orders followed.

Agricultural shows played a key role in building awareness, with the brand gaining traction on the show circuit.

As demand increased, the business rapidly outgrew its original set-up.

Stock moved from a spare room to other parts of the house, before taking over farm buildings.

Eventually, the operation moved into a dedicated warehouse to handle growing volumes.

Growth has been funded entirely through reinvestment, with profits put back into stock, infrastructure and expansion.

That steady approach mirrors how many farm businesses develop, gradually building and managing risk.

By 2023, the scale of the operation led Blue to leave his surveying role and focus on Hexby full-time.

Today, the brand is stocked in more than 100 UK stores, sells internationally and has built a strong presence at agricultural shows.

Its identity remains closely linked to its roots.

The name combines a reference to Hexton’s, where Blue is based, with a nod to rugby — a sport he has played since childhood.

The logo reflects both influences, incorporating rugby posts and ears of wheat.

© Hexby

Staying out of the spotlight

Despite the brand’s growth, the founders themselves have remained largely behind the scenes.

They do not feature on social media and have deliberately kept a low profile.

“We’ve never wanted it to be about us,” says Sally.

“For us, it has always been about building a brand people genuinely want to wear, rather than putting ourselves front and centre.

“Never say never, but for now we’re happy to stay out of the spotlight.”

Hexby’s growth highlights a broader trend within agriculture, where those with farming backgrounds are building successful businesses alongside, or beyond, traditional farming.

The combination of practical thinking, willingness to take risks, and a strong work ethic has helped drive that success.

Blue says: “Hexby has grown far beyond what we imagined at the start.

“It’s been a lot of work, and we have had to take risks to get to this point, but we have always had the support of our family, friends and the farming community, which we never take for granted.”

In recent years, the business has also worked with rural charity Rabi, raising money through products including bobble hats for its Winter Wellbeing campaign and special Rabi-branded shorts, with profits donated back to the charity.

The brand also sponsors local grassroots rugby teams and several agricultural shows.