The first piece of ELK I ever bought was a gift for my mum, and it was the famous Tree of Life wooden necklace, a recognisable ELK design that you can now only find on eBay selling for just as much second-hand as it was new nearly two decades years ago. If that doesn't tell you something about the stronghold ELK has, I don't know what will.
I've since fed my ELK obsession over the years, slowly adding to my collection with leather bags, investment dresses, hot pink ensembles, chunky bangles and statement shoes. I could even be considered an ELKaholic - an endearing term given to loyal fans and customers.
But I'm just one of thousands of ELKaholics in the country and there's a myriad of reasons why. In a fashion landscape crowded with fleeting trends and fast turnarounds, ELK stands out with its unmistakable identity and considered approach. What makes ELK so different is the sum of all its parts—a unique blend of consistency, quality, and purpose that customers trust and come back for again and again.
A signature and recognisable ELKness in every print, colour, and shape, a focus on head-to-toe outfitting and an accessible price point is what defines the ELK experience. An inclusive size range from 6 to 20 captures a diverse audience, while their dual focus on apparel and accessories makes them a go-to for wardrobe building and gifting alike.
Most importantly, ELK’s commitment to sustainability isn’t just a buzzword—it’s woven into the fabric of their brand. For customers who value conscious fashion, ELK’s integrity and initiatives like their (RE)NEW take-back program provide peace of mind in a world often clouded by greenwashing.
I recently sat down with Marnie Goding, Co-Founder and Brand Director of ELK, to celebrate the brand's 20th anniversary, and considering the benchmark standard she's set in Australian sustainable fashion - she's as humble as they come.
When asked whether lasting success in fashion comes down to one thing, Marnie's response was modest: it’s never just one factor, it’s many things. “At the start of those multiple things is a clear intention of what you want to get out of the business and what you want the business to achieve,” she explained.
The journey begins with an idea, but the idea itself is just one component of the business. At ELK, the philosophy is that the business is a sum of all its parts. From the product achieving its mission to the business achieving its goals, every element aligns to drive success.
For ELK, that clarity of intention is vital. Whether the goal is profit, impact, market positioning, or something else entirely, having a defined purpose is what sets the foundation for longevity in business. “In the beginning, we knew we weren’t experts at everything, so we brought people in to help us achieve our outcomes,” she said, adding, “There are very few people who can profess to be good at everything, so you have to be open and honest about what you need help with.”
It's true: running a business is complex, and staying on top of everything is simply impossible. For Marnie, the willingness to seek help and build a strong team around her has been a cornerstone of her success. I resonate with this deeply; in an isolated world, asking for help is often the only thing that moves us from A to B in business.
The product is essential yes; without it, there’s no business. But the founder’s open-mindedness is critical, and the right team is—essential.
“Our team is integral,” Marnie shared. “If our vision is clear, the team will follow that. Nobody really knows your business like you do and gut instinct accounts for a lot but if your team knows your vision and understands it, it's executed well.”
Marnie’s team are arguably a key factor in ELK's 20-year success, but such a long journey has surely come with moments of doubt. For Marnie, the answer is yes—like anyone—she’s thought about quitting, particularly during moments of exhaustion working through the overwhelming complexity of the fashion industry.
“In today’s market, there are so many boxes to check and so much to be mindful of and it’s a lot to think about—fashion, sustainability, ethics, production, the state of the industry, our impact, profitability…” she admitted. But when those thoughts creep in, it’s her original vision that keeps her grounded. “What stops me from quitting is going back to our original idea of wanting to create opportunities for others.”
Marnie’s immense pride in her team weaves its way into her every answer, and she describes it as “an amazing nest with a lot of good eggs.” Her mission to run a business differently and prove that it's possible fuels her perseverance, and what she’s built with her Co-Founder Adam is nothing short of inspiring.
ELK’s future is bright too. “We are working hard to keep our carbon footprint down while growing our sales and our business. The success we have had to date keeps us going. You have to measure everything to see the progress and seeing the progress—that drives me.”
Now, as ELK celebrates two decades of redefining fashion with purpose, it’s clear that their success is no accident. It’s the result of vision, teamwork, and unwavering integrity. Marnie Goding’s commitment to creating opportunities, leading with intention, and fostering a culture of collaboration serves as an inspiring blueprint for the fashion industry. ELK’s story is a reminder that enduring success is built on strong foundations, thoughtful choices, and a genuine connection to both people and the planet.
Here’s to the next 20 years of ELKness, proving that fashion with purpose is possible.
Claire x
