Joey Li and Thuta Khin, Co-Founders of Leiho, a tech-based social impact business, share their social founder story, and the highs, lows and lessons of life as co-founders.
How Leiho Was Born: A Story of Friendship and Purpose
Founded back in 2019, Leiho began as a simple idea shared between us, Joey Li and Thuta Khin, when we were two masters students at City University, London. We were both international students when we met during our studies and quickly bonded over a shared desire to build something meaningful—a business that would make a difference. From long conversations over coffee to brainstorming sessions late into the night, we found common ground in our belief that businesses hold a responsibility to help shape a better future.
This belief led to Leiho's mission: to create everyday essentials that give back. The brand focuses on ethically made, eco-conscious products like socks, caps, and tote bags, with a portion of proceeds dedicated to funding employment and creative opportunities for under-served communities.
We didn’t just want to sell any products. We wanted to create a fun, feel good brand by adding meaning into the everyday essentials people use or wear. We want to prove that businesses can be a force for good.
Starting a business often requires taking risks, we’ve always dived in headfirst.
After officially registering Leiho, we took to the bustling streets of London for our first-ever pop-up event—on Oxford Street, no less, at the height of the Christmas shopping season.
Following the success of our first ever pop-up, we expanded online, reaching a wider audience and garnering recognition along the way.
Leiho has since been celebrated with several awards, including being named Top Small Business Owners Under 30 by 'Not on the High Street' (judged by Fearne Cotton!), Top 100 Women in Social Enterprise by Euclid Network, and Top 100 Startups of 2024. Most recently, Leiho was honoured with an ESG Award by MSDUK.
Life as Co-Founders: The Highs, the Lows, and the Lessons
Running a socially good business isn’t all sunshine and rainbows. We’re always candid about the challenges we’ve faced as co-founders.
One of the biggest misconceptions people have is that it’s glamorous. Yes, it’s rewarding, but there’s a lot of sacrifice involved. You’re wearing so many hats—founder, marketer, product designer, and sometimes even delivery driver.
The journey has been as much about personal growth as professional success.
We’ve had to learn to trust each other completely and communicate openly, especially when things get tough. It’s like being in a marriage—you won’t always agree, but you have to remember you’re on the same team.
Despite the challenges, we fully agree that the rewards far outweigh the struggles. We share a deep sense of pride in Leiho’s impact, from funding workshops for underserved communities to empowering Changemakers who lead these initiatives.
Seeing the difference we’re making keeps us going. Whether it’s a corporate client co-branding with us for their next event or if it’s a customer sending a photo of them wearing Leiho - these moments remind us why we started.
As we look to the future, we are focused on scaling Leiho’s impact.
Corporate collaborations are a key part of our strategy, helping businesses make more sustainable choices while aligning with their CSR goals - working with us at Leiho can help them achieve this. We’re excited about building partnerships with companies that share our values. It’s not just about selling products; it’s about inspiring better decisions across industries.
Alongside our corporate expansion, we plan to develop Leiho’s product line further, staying true to our mission of offering everyday essentials with a purpose. From bamboo socks to organic cotton t-shirts, each item is designed to combine style, sustainability, and social impact.
Our goal is to make giving back part of everyday life.
And for those considering starting their own socially good business, here are some lessons we've learned and can share with you:
- Start Small, but Dream Big: You don’t need everything figured out from day one, take small steps and let your vision grow with you.
- Be Resilient: Challenges are inevitable, but they’re also opportunities to learn and adapt.
- Build a Community: Surround yourself with people who believe in your mission, whether it’s customers, mentors, or team members.
From our early beginnings as two students with a dream to running an award-winning social enterprise, we feel our journey with Leiho is a testament to the power of purpose-driven business.
At the heart of Leiho is the idea that small actions can lead to big change. Whether it’s a pair of socks or a corporate gift, every purchase helps us give back—and that’s something we’ll always be proud of.
With a clear vision for the future and a strong foundation of shared values, we are excited to continue our journey together as co-founders, proving that social impact businesses can do good while doing well.
We'd love your feedback and comments below, and you can visit our site and order our products too of course! Thank you for reading our Leiho Co-Founders blog, and we look forward to meeting you soon, and to hearing about your own social founder story,
love from Joey and Thuta.
