Unfuck Tomorrow: The Mindful Drinking Revolution with Haylee Jordan of Fabric
There's a shift happening in how people think about drinking, and it's less about quitting altogether and more about getting intentional. Haylee Jordan, co-founder and Chief of Brand at Fabric, is one of the people helping lead that shift. Fabric is a Colorado-based non-alcoholic beverage brand making functional hop waters, including a low-dose THC option — on a mission to unfuck tomorrow.
From her roots in brand strategy and consumer packaged goods to co-founding a functional hop water company out of Colorado, Haylee brings both a creative mind and a mission-driven heart to everything she touches. This conversation goes well beyond beverages.
From Brand Designer to Beverage Co-Founder
Haylee's path to Fabric wasn't a straight line, it was a decade-long love affair with brand strategy that eventually led her to the right people at the right time. After studying design in college, a single semester focused on brand strategy changed everything for her. She went deep into consumer brands through her studio, SuperCult, specializing in snacks, beverages, and personal care. When Fabric co-founder Tom came looking for a brand designer, Haylee and her now co-founder Anthony both ended up in the conversation, and the three of them realized they could build something together from the ground up.
Building a brand you're personally invested in also meant taking creative risks that a client would never sign off on, including a tagline like "unfuck tomorrow" and a product line operating in a heavily regulated space.
What Is Fabric, Actually?
Fabric makes non-alcoholic functional hop waters, including a zero-calorie, zero-sugar version with L-theanine (an amino acid found in tea leaves that supports focus and calm) and their hero product: a low-dose THC-infused beverage with just 1.5 milligrams of THC per can. The THC version uses nano-emulsified technology, meaning faster absorption — about a 20-minute onset, similar to how a beer would feel, without the unpredictable delay of an edible.
"We are not trying to be in the dispensary. We're trying to give people that don't go into dispensaries something as an alternative."
Think of it like a light beer: approachable, predictable, and designed so you can choose your own adventure.
Mindful Drinking & Zebra Striping
Haylee is upfront: she is not sober. She's a mindful drinker — and she's intentional about saying so. That personal awareness is baked into Fabric's entire brand ethos. The mission isn't to shame anyone out of drinking — it's to give people more options, including a concept called zebra striping: alternating between an alcoholic and non-alcoholic drink throughout a night to pace yourself and feel better the next day. A lot of people are already doing it naturally without knowing the term.
Unfuck Tomorrow Is About More Than Hangovers
The tagline is provocative on purpose — but it points to something deeper than the morning after. Fabric gives back 2% to mental health, is pursuing B Corp and Public Benefit Corporation status, and is actively pushing to get their low-dose THC beverages sold in bars because they believe gathering is essential to human wellbeing. Haylee pushes back hard on the idea that wellness is what you post online.
"Wellness is so performative right now."
What Fabric is actually after is simpler: showing up, connecting with people, and making choices that feel good the next day.
On Being a Woman in Male-Dominated Spaces
Haylee draws a direct line from the weight room to the boardroom when it comes to navigating spaces that weren't built with women in mind. She talks about the conditioning many women carry — to be quiet, to people-please, to shrink — and the importance of unlearning it.
"I'm not here for them, I'm here for me."
And one more gem, borrowed from a friend's dad: Don't let the person behind you drive your car. No matter the environment, no matter who's watching, you control where you go.
Find Haylee + Fabric
📖 Haylee's Substack: Super Cult — brand building and the founder life for creatives
Fabric is currently available in liquor stores and bars across Colorado. Outside of Colorado, order at drinkfabric.com
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