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Business Plan Summary


is to build a beautiful brand and set an example by being truly sustainable every step of the way; because in order to create a better future, we must take actions now. The intention is to empower customers who are seeking truth, full transparency, and ethical practices behind the brands they support. FutureNow is effortless eco-luxury style that can travel anywhere the journey may take you.

Executive Summary

BRAND HIGHLIGHTS include the alchemy of worldly styles into one cohesive line. Styles are drawn from cultures around the world and modernising them, while paying homage to their native roots. Detailing accents are derived various ikan woven fabrics off-cuts from different cultures, using upcycling tactics as much as possible. Materials such as linen still look great even after they’ve been stuffed into a suitcase.

THE OPPORTUNITY at hand is to produce easy-to-wear garments that feel good both physcially and ethically. It is estimated that some 92 million tons of textile waste is created by the fashion industry annually; it is one of the most wasteful worldwide. By integrating a circular business model, FutureNow will be on the forefront of the new earth fashion market.

SOLUTIONS set examples for what it means to be a truly sustainable brand through the entirety of the business. From using only natural fibers and food-grade dyes, to compostable packaging for shipping, every part of the process will help solve issues and ease our impact on the environment. Another new and alternative method of sustainability in our practices is establishing a recycling program for customers; garments may be returned in any condition to the company and customers will receive store credit for participation.

MARKET FOCUS aims to make eco-luxury fashion appealing to all, whilst drawing inspiration from cultures around the globe. Main target market is the world explorer, strong focus on those who set trends for eager tourists in the newly re-opened global travel market. These include but are not limited to: celebrity environmental activists, eco-conscious brand ambassadors, social media influencers, minimalists, etc.

The entire range of FutureNow is paving the way for ethical, truly sustainable fashion.

-Ashley McCarthy

Mostly composed of organic cotton linen and bamboo, the range features interchangeable items, in order to maximize versatility in one’s wardrobe. Pieces are designed to be worn with each other, which appeals to the stylish world traveler, and those wishing to live minimalist yet fashionable lifestyles.

Pieces are composed of only natural fibers and food-based dyes. The company pledges to never use ‘recycled’ polyester, or other greenwashing tactics that other ‘eco’ companies use; we are totally transparent.

Styles are unique and upscale, yet relaxed and easeful. Designed to be worn for any occasion; mindful of life’s ever-changing environments. Pieces will be top-quality construction with lasting durability.

Mission Statement

FutureNow emerged from the passionate idea that in order to walk into a brighter future together, we must make the necessary actions towards change now.

The company is committed to using triple bottom line practices; people, planet, and purpose. This sustainable business strategy is structured to positively impact the environment, whole also benefiting shareholders and partners.

Utilizing a circular business model, the company’s goal is to make sure that none of our products end up in a landfill. Food-grade dyes replace toxic chemicals which pollute our precious waters, and fair trade practices ensure everyone is paid a fair livable wage.

Every purchase is a chance to give a portion of proceeds back to one of our partnered charities, while also offering a recycling program for garments that can no longer be worn. This helps eliminate waste, and eases environmental impact. The main goal with FutureNow is to create an ethical brand that embraces styles from around the world, sharing culture through fashion.

Company History

The company’s founder, Ashley Louise McCarthy, has had a keen eye for style her entire life. She grew up in the entertainment industry as a child actress & model from the age of four, and began drawing fashion sketches at the age of ten. One of Ashley’s first jobs was working for actress Jaime Pressly, and her fashion label J’aime. As an artist, designer, and creative director, Ms. McCarthy has helped to build many consumer brands over the years.

Her love of travel and affinity for exploration has brought her all over the world, although she has resided mostly in Bali for the better part of the past decade, where her heart truly lives. While many use the phrase ‘fashion island’ as an endearing term for Bali, Ashley has witnessed firsthand the negative impact that the textile industry truly has on the island.

During the lockdown of 2020, she decided to create a way to help some of the local women who had recently been put out of work due to the sudden halt of tourism, of which most of the economy relies upon. Instead of buying mass-produced fabric to make clothes, Ms. McCarthy bought sarongs from the women who normally sell them on beaches to tourists, in an effort to help supplement their collapsed incomes. She also sought out traditional batiks and other alternative handmade textiles to create one-of-a-kind pieces. In an effort to totally minimize waste, she even made sure that all the off-cuts were used to make smaller items such as face masks, hair scrunchies, and pet toys.

The main goal with FutureNow is to create a brand that embraces styles from around the world and make them truly sustainable, setting an example to inspire other brands to do the same.


Offering low operational costs and favourable business regulations, manufacturing in Bali provides a plethora of benefits. The culture emphasizes collaborative co-working spaces, and also boasts a wonderful digital culture. These factors contribute to an environment conducive to hiring employees at low rates, without sacrificing quality of work life and fair trade practices.

Initially, all sales will be done online. Eventual growth exclusively into select eco-resorts and boutique hotels internationally. Instead of growing into a permanent storefront with unnecessary overhead costs, FutureNow will feature limited in-person POS exclusively in the form of pop-up shops. These temporary stores will help to fill real estate locations that are vacant due to various reasons. This is an effort to help shop owners and other alternative locations with much-needed income during these economic times.

Operational Structure

Presently, the founder has over a decade’s worth of connections and infrastructure in place to begin business immediately in Indonesia. Ms. McCarthy will do the designing work herself as chief stylist. Through her well-connected business relationships and years of experience, she will be able to take care of many of the firm’s vital functions of marketing, such as public relations, etc. Project management skills will help her delegate these tasks to qualified entities as the business grows. Style patterns have already been designed by Ms. McCarthy, and constructed with the help of her seamstress Ibu Made at her studio warehouse in Denpasar, Bali.

For the first month after funding is in place, brand new samples will be produced of the entire range to be photographed by one of Ms. McCarthy’s dear friends, Jason Reposar. Mr. Reposar is a world-renowned surf, lifestyle, and fashion photographer with connections to many top publications such as Icon and Vogue. Lookbooks will be constructed and placed online, making styles available for pre-order to the public. This will aid in gathering information on appropriate numbers for initial supply.

The company will set up supply chain management to be able to cut costs and deliver flexibility and punctuality at the same time. This includes close communication with fabric suppliers, logistics firms,

Sustainable Operations

Circular Fashion

RESPONSIBLE MANUFACTURING The sustainable fashion market is growing exponentially, as the necessity for reducing our environmental impact becomes more imperative. Consumers are requiring brands to be ethical, as an increasing number of purchases are based on a company’s ethos. In fact, 81% of buyers say they research their product online before purchasing. The biggest trend in the industry is ‘circular fashion’ ditching the linear ‘take-make-waste’ model and instead asks the industry to close the loop on production, including responsible manufacturing, use, and end-of-life for every garment.