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...

When you’re racing away from a cyclone, you pack the essentials. Clothes. Kids. A few irreplaceable things. The rest? You leave it all behind. And as we drove away with...

You started your brand because you care. Because you want to do things differently. Because you believe fashion should be better. But right now, you’re tired.

You’ve watched fast fashion brands pop up in your customers’ feeds constantly, with their billion-dollar ad budgets, influencer deals, and endless discount codes. Meanwhile, you’re posting, showing up, and doing...

You know your brand is doing good things. You use sustainable materials, you pay fair wages, you create high-quality, ethical fashion that actually means something. So why does it feel...

Fast fashion thrives on speed, mass production, and disposability. It’s about churning out the lowest quality at the fastest rate. It floods the market with trends that barely last a...

If we want to undo the damage fast fashion has caused, we need to push for better alternatives—ethical production, environmental responsibility, and mindful consumption. By prioritising quality over quantity, we...

The rise of Shein and Temu might feel overwhelming, but it’s also a reminder of how much work there is to do—and how much opportunity lies ahead. The tide is...

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...

To save you time, I pull together the latest news from the top ten most trusted fashion news publications, and write about the top story of the week.

October 2019, five years ago, was intense, amazing, and rewarding—a massive growth period and a flex of everything I had.

There are thousands of brands that sell white cotton t-shirts but there are millions of customers who want to buy white cotton t-shirts with a story, with a purpose. Customers don’t just want to buy; they...

Some outworkers (garment makers who work from home on their own equipment) are paid just $4 per piece of clothing they complete for brands, and that doesn't include superannuation, leave...

Fast fashion might be having its moment, but Temu’s recent struggles are a reminder that speed and unsustainable practices eventually come at a cost. Shoppers are growing more aware of the environmental and...

Perfectionism, hustling, overachieving and working 24/7… That quest was fuelled by an insatiable need for external validation, and it led me down a path I wasn’t prepared for.

I used to buy fast fashion. I’ve donned a few weekend one-night wears from Supré. I’ve made a few quick stops at Kmart for essentials. I’ve even succumbed to Zara’s...

Up until recently, I subscribed to the rush, tear, bust. The constant push. The work, work, work, hustle, go hard mentality. Surely the more I worked, the more I would make...

Think of your brand as the personality, values, and reputation of your business, while products are the tangible products you make. Your brand encompasses everything from your mission statement to your...