FOREWORD
FeelAliveAgri was born from a real life in agriculture not from a boardroom.
Founded by farmer Jack Sheffield, the idea started simply: to create a brand that reflected the pride, hard work and way of life that comes with agriculture. Growing up on a family farm in East Sussex and working across the UK and Australia, Jack knew farming was more than just a job, it was part of who you are.
The name itself came from a phrase shared over a tractor CB radio during harvest, and over time that simple phrase became something much bigger. It became FeelAliveAgri.
Since starting in 2017, the brand has grown and changed, just like the people behind it. What began as an idea has now progressed.
This has never just been about clothing.
It’s about the people, the lifestyle, and the story behind it all.
So if you want to hear that story, let’s begin.
CHAPTER 01 - THE first FURROW
It was July 2014, and harvest was in full swing.
Over in Kent, Jack was driving a John Deere 7530 while the combines rolled through the wheat and the rest of the team worked flat out around him. Like on many farms, the CB radios were constantly going — helping everyone stay organised, but also giving the team a bit of banter through the long days.
At one point, Jack said a phrase over the radio that stuck:
“Feeling Alive in the Seven Five.”
What started as a joke during harvest quickly became something everyone repeated — not just that season, but the next one too.
Before long, it had found its way onto Instagram, where the phrase started appearing as a hashtag used by others in the farming community as well.
CHAPTER 02 - PLANTING THE SEED
In 2016, Jack headed out to Australia to drive a combine or “header” as they call it there, along the north coast of New South Wales.
The trip left a lasting mark. Along the way he made friendships that still remain today, with many of those people now supporting the brand from the other side of the world. But it was more than that. The vast flat landscapes, endless roads, machinery, sunsets and the way Australian agricultural life had its own identity all stayed with him.
Jack noticed how everything felt different there. The oversized windscreen decals on trucks and tractors, the cotton work shirts, the trucker caps, even the beer bottle coolers. Everything felt like it belonged to the people who lived that life.
Without fully realising it at the time, Australia planted the first ideas that would later shape FeelAliveAgri.
CHAPTER 03 - emerging from the soil
Back in the UK, Jack found himself once again driving a John Deere 7530.
And with it, an old phrase started to come back:
#FeelAliveInThe75
It had started years earlier as a joke over the CB radio during harvest, but the phrase had never really disappeared. People still remembered it, and when Jack started sharing tractor hashtag decals on Instagram, the response was far bigger than expected.
At that point, Jack had some #FeelAliveInThe75 decals made up and sent them out to any Instagram followers who requested them, at his own expense on a first come first serve basis. It was never planned as a business move, just something he did because people connected with it.
Those first products were simple, tractor hashtag decals. Just a slogan on vinyl, made for the people in the industry who understood it. But they caught on quickly. Farmers, contractors, and people across agriculture started putting them on windows, machines, toolboxes and trailers.
The decals quickly became the first real product range, and the first real sign that this idea had something behind it.
That was the moment Jack began to wonder:
What if this could become something more?
From there, the idea slowly started to grow beyond decals. It moved into polos, hoodies, caps and eventually a small clothing range began to take shape. Nothing polished, nothing corporate, just products made for the same people who understood the lifestyle behind it. Each step forward wasn’t overly planned, it just evolved naturally based on what people connected with and what felt right.
In 2017, inside a tractor cab with nothing more than a notepad and an idea, FeelAliveAgri was born.
At first it was simple, decals, caps, polos and a vision for something different. But building a brand from nothing meant learning everything from scratch. From designing products, dealing with suppliers, building a website and figuring out how to actually turn an idea into something real, every step was new territory.
There were plenty of people who said it would never work. That it was just a slogan on a sticker, that it wouldn’t go anywhere, that it would fade out like so many ideas before it.
But Jack didn’t see it that way.
Because by that point it wasn’t just a phrase anymore, it was people, it was community, and it was something that felt like it belonged in the industry.
And that’s what made him decide to go all in.
By February 2018, the online store was live, and Jack made the decision to step out of the tractor cab and give his full attention to building FeelAliveAgri into something real.
CHAPTER 04 - THE HARVEST CREW ARRIVED
Since those early decal days, the brand has come a long way.
What started with a hashtag on a tractor window grew into clothing worn by people who understood the lifestyle behind it. Over the years the brand evolved, but after nearly eight years Jack knew something needed to change.
The agricultural clothing market had become crowded. Too many brands were beginning to look the same, and somewhere along the way FeelAliveAgri was starting to lose the originality that made it stand out in the first place.
More importantly, Jack felt himself falling out of love with what the brand had become.
So instead of standing still, he decided to move forward.
Looking back at the inspiration from Australia, the machinery, the landscapes, the worn metal, the scale of farming and the character of the people.
A new direction began to take shape.
That direction became:
Cowboy Cutters
A new style.
A new fit.
And a new chapter for FeelAliveAgri.
The same brand, but with a clearer idea of what it should become.
And while the clothing range was evolving, one thing was never up for debate, the original FEELALIVEAGRI decals. The product that started it all would stay exactly as it was. Bold, simple, and in your face, they remain a core part of the brand and always will.
And this time, the creativity can finally speak for itself.
