Deborah Meaden, a well-known entrepreneur and investor on the UK television show Dragons' Den, has admitted to making a significant miscalculation during a recent episode. She was so impressed by Sam, an aspiring fashion entrepreneur, that she offered him twice as much money as he had asked for. Sam was seeking £10,000 for a 2 per cent stake in his sustainable clothing brand, Yes Friends. Instead, Deborah offered £20,000 for the same 2 per cent share, a decision she later called one of the worst negotiating moves she has ever made. Sam’s company, Yes Friends, is focused on proving that ethical fashion can be affordable. He launched the business in 2021 with a £7.99 T-shirt that was sustainably and ethically produced. The product was so well received that it sold 4,000 units in just one month. Sam has since worked to challenge the common belief that running an ethical fashion business is too costly or impractical. During the Dragons' Den pitch, Sam addressed concerns raised by investor Peter Jones, who questioned whether ethical practices were already standard in the industry. Sam clarified that while many clothing brands claim to pay fair wages, they often fail to meet the living wage standards set by the Global Living Wage Coalition. This distinction helped highlight the unique value proposition of Yes Friends. Deborah was deeply impressed by both the product and Sam’s passion for ethical business practices. She was particularly moved by the company’s mission and decided to invest in a way that aligned with her values. This led her to offer double the amount Sam had requested. Sam accepted her offer and passed on a £30,000 investment from another investor, Touker Suleyman, who had asked for a 25 per cent stake in the business. Deborah explained that she wanted to make an ethical investment without taking a large portion of the company.