Back in 2004, the term 'slow' fashion wasn’t even a thing. Hell, 'sustainable' fashion wasn't either. It wasn’t on tote bags or hashtags. It wasn’t a business model. It was more of a gut feeling, a quiet rebellion against an industry built on speed, sameness, and disposability.
That’s when Marnie Goding and her partner Adam Koniaras decided to start something of their own. ELK wasn’t born out of a master plan or a million-dollar strategy. It began in the heart of Melbourne, with a few handmade pieces of jewellery, a commitment to conscious design, and the kind of optimism you only find in people who are brave enough to do things differently.
It was messy, scrappy, and slow. But that’s what made it meaningful, and that authenticity was the beginning of ELK's quiet, steady rise towards something real. And maybe that realness is what made ELK so different in the beginning, too. Because fast fashion promised us everything: cheap prices, endless newness, overnight success. But it also came with a cost, one that many brands chose to ignore.
ELK has never ignored it.
Instead of chasing trends, they chose longevity. Instead of fast, they chose fair. And while the rest of the industry sped up, ELK stayed true to their values.
And it worked.
Today, ELK is a globally respected brand, stocked in over 1,200 independent stores across 20 countries. Their headquarters runs on renewable energy, complete with beehives, worm farms and waste-streaming systems. They’re B Corp certified. They donate 1% of all sales to environmental causes. They’ve won national awards for sustainable innovation. And they’ve done it all without compromising the core of who they are.
But what matters most is that they built something that lasted. Something that’s still standing, two decades on, and the how of it all is what slow fashion founders can learn from ELK.
If you’re building something slow, ethical, and values-led in a world that rewards shortcuts and surface-level wins, it’s easy to feel like you’re behind. Like everyone else has figured something out that you haven’t.
But most people are playing a different game entirely. Fast fashion is about money. Slow fashion is about impact, meaning, purpose, that thing deep inside we just know but can't describe.
And ELK’s story is a reminder that you can grow a sustainable brand on your own terms, driven bu that sometimes unexplainable purpose. It won’t look like the highlight reels. And it definitely won’t be easy. But it will be worth it.
So if you want to do it, the first step is knowing and believing you can. The second step, is following in the footsteps of those who've done it. Here’s what helped ELK stay the course...
1. A mission that's more than marketing.
From day one, ELK’s mission wasn’t a cute slogan. It was the heartbeat of the business. They designed with integrity. They paid attention to every step of the process. They respected their makers and their materials. That kind of clarity doesn’t just guide decisions, it grounds them, especially when things get hard.
2. Transparency over perfection.
Their annual transparency reports don’t shy away from hard truths. They openly share the wins and the work still to be done. In a world where greenwashing is rampant, ELK’s honesty stands out. It builds trust. And it reminds customers that real sustainability is messy, nuanced and always evolving.
3. Long-term thinking, even when it hurts.
In the early days, there were no easy templates for building an ethical supply chain. ELK had to challenge their suppliers, invest in better practices, and stick to their standards even when it meant slower growth. But those hard decisions paid off. They built a supply chain they’re proud of, one that holds up under scrutiny.
4. Collaboration, not competition.
Marnie has always believed in sharing knowledge, not hoarding it. Whether it’s talking openly about the costs of sustainability or offering support to other founders, she’s modelled what true leadership looks like in this space. Her approach has helped foster a stronger, more inclusive fashion community, one where rising tides really do lift all boats.
And on Tuesday 29th July at 9.30am AEST, you have the opportunity to sit front row with the woman who drives it all.
Marnie is pulling back the curtain and sharing exactly how she’s built ELK, financials, mindsets, and all, in a live mentor masterclass inside the Slow Fashion Lab.
If you’re feeling stuck in survival mode, pricing your pieces too low, or unsure how to build growth without giving up your values, this is for you.
Here’s a taste of what she’ll cover...
- How Marnie priced ELK's first pieces and what she'd do differently now.
- The real breakdown of cost of goods vs operational expenses.
- The formulas behind her wholesale and direct-to-consumer pricing.
- How she sets margin goals while staying sustainable.
- The mindset shift that changed how she thought about growth.
Marnie’s not here to tell you what to do. She’s here to show you what worked for her, and offer it up with openness and honesty, so you can take what fits, and leave what doesn’t. Because there is no right way, only what feels right.
And the Slow Fashion Lab is exactly that. It's about learning from the best, using what feels right, finding your own way, and running a business you love that brings you joy in a way that works for you.
Because, spoiler alert, Marnie didn’t start with all the answers either. She started with a question: Is there a better way to do this?
If you’re asking yourself that same question, if you’re building something slow and thoughtful in a fast-paced world, you’re already doing something extraordinary.
And ELK’s journey is a reminder: you don’t have to choose between purpose and profit. You don’t have to sell out to succeed. You just have to stay close to your why and keep showing up.
This masterclass is your chance to learn from someone who’s been in the trenches, who’s made the mistakes and found a way through, and who’s willing to share the full, unfiltered version of what that looks like.
So come as you are. Bring your questions, your doubts, your passion, your notebook. Let’s build something beautiful, brave and sustainable, together.
Claire x
