If we want fashion to be part of the solution—not the problem—we have to change the way we shop, change the way we design, change what we accept, because plastic...

It’s not about being perfect. It’s about making more conscious choices, wherever we can. And when enough of us stop buying from brands like Shein, they’ll have no choice but...

Five years into building what would become Australia’s largest online store for ethical and sustainable fashion, I found myself standing out the back of the office, tears streaming down my...

The self-doubt. The endless to-do list. The feeling of caring so much about the planet, about people, but not knowing how to turn that passion into real momentum, real customers, real impact.

Say the words Shein or Temu to any slow fashion founder and you can see the hair stand up over their entire body. The ultra-cheap prices and ultra-fast turnaround times...

I'll start with the myth that you can't make money doing something good. This belief is so common in purpose-led industries, especially fashion. We’ve been taught (often subconsciously) that money is...

This is a decision I’ve made that’s been bubbling under the surface for a while. It’s one I’ve sat with, journaled about, walked with, and finally, decided to act on....

If you'd dropped the words SEO or URL structure into a sentence with me ten years ago, I would’ve started sweating. Before I understood it, SEO made me so nervous—I...

We’ve been sold a version of luxury that doesn’t actually feel good. We’ve been taught to equate luxury with price tags and polish, designer labels, lavish resorts, and things that shimmer.

Some mornings, you wake up energised. You’re ready to go. Inspired. Aligned. Vision clear. You sit down at your desk or in the studio and the ideas flow. You’re building a beautiful,...

We’ve been sold the idea that success is a formula. Do X, then Y, and you’ll make 6-figures in six weeks. Post this way. Hack the algorithm. Launch big. Scale fast and...

If you're running a slow fashion brand and feeling the depth of the fashion industry's problems, you need to know: you’re not in the wrong industry just because you work...

I've done them. The 'blow up your Instagram' courses, the 'explode your sales' programs, the 'fastest way to make 7-figures' promises—I was lured by them all in the beginning—because there...

Now that I’ve spent 10+ years building one of Australia’s largest slow fashion platforms and mentoring other founders through that same journey, there are so many things I wish I...

I’m going to pop your content bubble: posting on Instagram isn’t a marketing strategy. And if you’ve been told that showing up every day, using hashtags, and jumping on trending...

I've pulled together a list of 25 grants, awards and programs specifically for purpose-driven, values-aligned fashion businesses in Australia so you can find the help and support you need to...

Most slow fashion founders come into the Lab unsure if their brand can really grow—without ads, without sacrificing their values. By the end, they see what’s truly possible when strategy is...

And if I had to start over today—with zero followers, zero customers, and nothing but my values and a clear vision—here’s exactly what I’d do to grow 25k followers and...