STARTUP SPOTLIGHT: KATIE FYFE, DAD & DOLLY

What makes a great Founder? What inspires them? What advice would they give to others in their position? As a leading founder PR agency based in London, we work with some the world’s most exciting entrepreneurs and in our Startup Spotlight series we share their stories.

This month we talk to Katie Fyfe, PR, founder and creative genius behind popular Instagram feed and clothing brand, Dad & Dolly which launches a new summer collection on 18th May.

Tell us about Dad & Dolly

Dad & Dolly is a small, British-made, clothing label, inspired by my 89-year old American Dad’s wardrobe and life experience – and by the world we now share as we navigate life with dementia.

We make well-made, thoughtful clothing to my Dad’s quality standards, and make a donation to Alzheimer’s Research UK with every sale. As well as making and selling stylish, good quality clothes that last, Dad & Dolly aims to highlight the values of care and intergenerational connection, and to challenge some of the stigma and misunderstandings around early-stage Alzheimer’s.

We launched our first collection, Wise Guys, at the end of November 2025, and sold out in five days. Wise Guys is a collection of organic cotton t-shirts and crew socks inspired by a 70-year-old gym shirt from Dad’s time at the United States Military Academy, West Point, and his Queens, New York roots.

Katie, her Dad and the dogs (image courtesy of Dad & Dolly)

What inspired you to start the business?

The business was born out of an Instagram account I started (with Dad’s permission) towards the end of 2022 – @dadanddolly – where I share moments with my Dad and Dolly, the dog I gave him to be his companion when I moved him in next door to me.

I was initially persuaded to start the account by a friend, as a way to draw attention to a life stage that is often overlooked or framed quite negatively – supporting and caring for ageing parents. As the account grew, it became clear though that people weren’t just responding to the relationship between Dad and Dolly. They were also drawn to my relationship with Dad, and to Dad himself – his personality, his humour, and, in particular, his wardrobe and sense of style.

This took me by surprise and made me take more notice of his clothes – how old some pieces were, how well they were made, and how he’d really looked after them all these years. The items sparked memories and conversations between us, and my interest developed in how clothing and fabric can hold meaning, tell stories, and help us connect across generations.

When I came across his old gym tee from his time at military school in the 1950s, the idea to start a clothing business with him really took shape. I thought it could be a good way to do several things at once – to prioritise caring for him, keep him active and engaged with a sense of purpose, and give us both something new to learn and explore together. It also offered me a way to build something meaningful of my own, rooted in my interests and values, that might carry me forward beyond this chapter of care.

What did you do before starting Dad & Dolly?

Before Dad & Dolly, I worked in healthcare PR and had been freelancing at big communications agencies for many years, working across their global pharmaceutical accounts, on things like FDA approvals, data announcements and disease awareness campaigns.

It paid well and was interesting work in many ways, but over time I began to feel increasingly disconnected and unfulfilled by it. It’s also a type of work that doesn’t combine easily with caregiving. It requires you to be very present, very responsive, and often working to quite intense timelines. I realised that trying to balance that with being the primary carer for someone with dementia would become increasingly difficult. I had already started to feel the pull to do something different, something more creative and design-led, and caring for dad just accelerated that shift.

What has been your biggest challenge building your business?

Having the confidence to back myself and what I’m building has been a challenge at times. I don’t come from a fashion, design or e-commerce background, so there’s been a fair amount of self-doubt alongside a steep learning curve. I have a tendency to overthink and not having a day-to-day team or partner to bounce ideas off and make decisions with is quite challenging for me.

Community has been central to overcoming this challenge. Luckily, a few months before launch, I was offered pro bono PR support from a @dadanddolly follower who turned out to be exceptional at what she does and gave me a huge confidence boost. She also shared a real passion for menswear, craftsmanship, and the stories held in clothing, and without her I’m not sure the launch would have happened. My @dadanddolly community and my UK suppliers have also supported, guided and encouraged me throughout, which has helped enormously.

Another big challenge has been balancing two quite different responsibilities at the same time. Caring for my dad is, and always will be, the priority. His needs are unpredictable, and there are emotional as well as practical demands that come with caring for a parent with dementia. I need to make sure that, in sharing our life and building something from it, I never lose sight of his needs, humanity and dignity. This isn’t just a story, or about me – it’s about him and his life. That’s something I’m always conscious of and try to handle very carefully.

What entrepreneur / leader or role model has inspired you the most?

Dad is definitely up there! He is the central role model for Dad & Dolly after all – his life, his character, his way of seeing the world. But also my mum, who died when I was 20 from Motor Neurone Disease. She had very strong opinions and values that I still draw on today.

More broadly, I tend to be drawn to leaders and entrepreneurs who build things in a quieter, more considered way. Not necessarily the loudest or most visible, but those with a strong sense of values and a clear point of view, who build slowly, steadily and sustainably over time.

I remember hearing Chrissie Rucker, the founder of The White Company, speak a couple of years ago and finding her very inspiring – the clarity of her vision and the way she built something distinctive over time, little by little. And Martha Stewart – for her conviction and ability to come back from setbacks. Her reinvention with Snoop Dogg is pretty spectacular!

What’s the best advice you have ever received?

I’ve been lucky to receive a fair bit of good advice over the years, but one I often come back to is: “Choose happy.” Not in a superficial sense, but as an active decision – to seek out moments of lightness, even in difficult circumstances, and to create them where you can. Caring for someone with dementia can be challenging, but it also holds moments of real warmth, humour and connection. Choosing to notice and lean into those has made a big difference, and is what ultimately led me to starting this business.

Also, while I was researching the production side of the business, I was introduced to and received another great piece of advice from Han Ates, the founder of Blackhorse Lane Ateliers, who shares very similar values. He advised me to trust my instincts and do what feels right, rather than being swayed by conventional thinking around what makes a business commercially viable. For example, that everything has to be made as cheaply as possible overseas, or that profit should come before principles. This really gave me the assurance and confidence I needed to move forward in the direction I chose.

Looking ahead into the future, what’s next?

We’re currently in production for our next drop of the Wise Guys collection, which will launch this month to coincide with Dementia Action Week.

This will include a restock of the original designs, as well as a number of new pieces – each rooted in phrases, ideas or sentiments that reflect our experience, and my dad’s way of seeing the world.

Beyond that, we’re exploring other products and collections inspired by pieces from his wardrobe – looking at materials, suppliers and ways to create things that feel considered and lasting. We’re not about speed or trends – my aim is to build something slowly and thoughtfully over time, close to home, in a way that genuinely involves my dad, works with his pace and makes it enjoyable for him. The business has to respect and reflect the rhythm and reality of living with dementia, and my capacity as his primary carer.

What is your favourite book, film and podcast?

The Killing Fields by Haing Ngor is a favourite book that comes to mind. I read it about 20 years ago. It’s a memoir about the author’s life and experience during the Khmer Rouge regime in Cambodia, which is obviously harrowing in many parts but also incredibly powerful and moving. It’s about endurance, love and hope in the most extreme circumstances and it gave me a huge sense of perspective when I read it in my twenties.

My favourite film is probably Cinema Paradiso. Set in a Sicilian village during WW2, it’s a story that centres on the relationship between a grumpy older man (Alfredo – the local cinema projectionist) and a cheeky, intelligent young boy (Toto), whose own father is away at war. It’s such a charming and deeply moving film about mentorship and unlikely friendship. The ending gets me every time!

For podcasts, I often listen to Feel Better, Live More by Dr Rangan Chatterjee. He’s done some thoughtful episodes on burnout and caring for parents which resonate. I also enjoy Menswear by a Woman, which I discovered more recently, for its conversations with people doing interesting, meaningful work in and around the menswear world.

What is the anthem or song that would represent your business?

Probably Take It Easy by the Eagles. It’s a song my dad and I both love, and it captures something of the ethos behind our label – slowing down, not rushing through things, and trying to enjoy the moment you’re in.

Alternatively, The Gambler by Kenny Rogers – a song about an older man passing on wisdom to someone younger, and another favourite of mine and Dad’s. That idea of knowledge and values being shared across generations sits very much at the heart of what we’re doing, and this business was also a bit of a gamble!

The new Wise Guys Collection launches on 18th May and is available to purchase at dadanddolly.com