Category: Behind the Brand

Behind the Brand - Peeling back the (clothing) layers with Azura Bay founder, Ashley McIntosh.

As women (and men!), we’ve all, at some time or another, had a toxic relationship with our body and, in turn, our clothes. Adding to this, however, is the guilt of not fully knowing where those clothes were made, who made them, or how they were made. Ashley felt this right down to her core, which is why she decided to craft a company with these issues at the forefront.

Behind the Brand - We talk dreams, to-do lists, and creative processes with The ANJELMS Project founder, Gaelle Beech.

Gaelle seemed to have the fashion career crafted from dreams: she worked in various different roles in the industry and had won a national competition from her previous place of work, Ralph Lauren. Despite this, she could not shake a meeting she’d had with two Balinese women years earlier, so after a very vivid and persuasive dream, Gaelle sketched a few garments, and poof: The ANJELMS Project was born.

Behind the Brand - Meet Alexandra Thursfield, the founder of The (absolutely delectable) Daily Bar.

When Alexandra saw a gap in the market for an extremely healthy, extremely delicious snack that could be eaten daily, she decided to fill it with The Daily Bar. With this, she was also very aware that most snack products available on the market are packaged in plastic, and did not want to add to this already out-of-control problem with the common “a minute on the lips, a lifetime (plus 900+ years) in landfill) mentality.

Behind the Brand - We talk to Nina O’Brien about the kind of fashion world we want, and her clothing company, Kindling.

If there’s one thing Nina is good at (aside, of course, from whipping up fabulous outfits within Kindling’s strict ethical and sustainable processes) it’s showing complete and utter transparency in her work.

Behind the Brand - What does growing up off-grid in rural Australia and ethical fashion have in common? Jodi Gibbs, founder of Bird + Kite. That’s what.

An air of powerful femininity, floaty silhouettes, a palette inspired by native landscapes, 1970s nostalgia that leaves you with butterflies. ​ ​These were just a few things we fell in love with when we first laid eyes on at Bird and Kite’s collection of conscious designs. ​

Behind the Brand - We pulled up a chair at RUPAHAUS with Stephanie Chandra.

Growing up in an Indonesian household, Steph always held the Indonesian culture close to her heart, though what pushed her to build a fashion HAUS around it (pun intended)—apart from her deep love and appreciation for the culture—was her desire to preserve it, and to “interlace tradition into stories”.

Behind the Brand - Getting transparent with Ricepaper The Label founder, Eve Walton-Healey.

Eve was so set on crafting a clothing brand with transparency at its very core that she chose a name to reflect this mission. Ricepaper The Label was born from Eve’s own struggle to find ethically made, timeless pieces, and her belief that “a garment should really last a lifetime”. Oh, and from coffee. Lots and lots of coffee.

Behind the Brand - We chat with the beautiful Kitty Scott about her swimwear brand, Cleonie.

Warning: if you read beyond this point you will be put under Kitty's spell (she is, after all, a self-confessed mermaid). She's kind, she cares about this planet, and she's put these passions into an environmentally and socially conscious business.

Behind the Brand - We had A Very Good chat with A Very Good Bra founder, Steph Devine.

Stephanie Devine, aka the fabulous founder of The Very Good Bra, had her heart set on “creating the world’s first zero-waste bra”. After starting a wire-free bra brand through which she learned about everything from natural materials to sizes that fit all body types, she decided to make her dream become a reality, and the environment (and our girls) could not be happier about it.

Behind the Brand - Alex Dash is making her mark with Shapes In The Sand.

Shapes In The Sand has firmly cemented itself in the ethical and sustainable fashion industry. Everything Alex does with Shapes In The Sand, from the fabric used for the designs to the inspiration behind each collection, is done with the environment in mind, and we are in absolute awe of this epic founder.

Behind the Brand - Nama-stay and read our interview with founder of Valka Yoga, Danny Garg.

Not many of us think of the negative impacts a yoga mat can have on the environment, on the people who made the mat, or even on us as consumers. However, Danny, the founder of Valka Yoga, built a socially and environmentally conscious business on this thought.

Behind the Brand - Ernest and Joe's, Mia, chats about coffee, creativity, and keeping it in the family.

Home-grown and family-owned company Ernest & Joe is as close a business team as you can get. You know why? They're all related. As self-taught jewellers, they take no shortcuts (because they don't know how!), and this makes their products completely and utterly unique.

Behind the Brand - Teshani talks fabrics, ethics, and all things Luna and Sun.

Teshani, the powerhouse behind Luna + Sun, was not always the ethically and sustainably minded gal she is today. After realising the detrimental effects her habits were having, she decided to put them to bed once and for all. Boy, are we glad she did.

Behind the Brand - Get to know KNOWN SUPPLY through one of its founders, Kohl Crecelius.

The only thing unknown about Known Supply was what made the founders tick, but don't worry, we got to the bottom of that. Kohl Crecelius is one of the original brains behind this incredibly transparent brand, and we found out a little more about Kohl and Known Supply just for you.

Behind the Brand - Ana Wilkinson-Gee is empowering women with her company Holi Boli, and we'd love for you to meet her.

Ana Wilkinson-Gee. Cement those words in your memory for the next time you are asked the name of an inspiring woman. Ana is an Arts and Design graduate and has always had a keen eye for sewing, though little did she know how much good she would eventually do with this skillset.

Behind the Brand - We talk morning routines, conscious businesses, and vulnerability with Elle Evans.

Elle Evans Swimwear is an environmentally conscious company crafting beautiful, made-to-order creations straight out of a Melbourne studio. Elle Evans is a mother, a small business owner, and a self-confessed introvert, and she's also a complete inspiration to anyone wanting to do a bit of good with their business.

Behind the Brand - Meet the woman who's on a mission to make products that do less harm, a better choice for everyone: Frankie Layton.

Frankie “had an income, a squishy chair at the table, and was pretty comfortable.” She had a full-time job, a super busy schedule, and a passion for sustainability. So, she quit.

Behind the Brand - Meet Samantha Sargent, advocate for natural beauty, health and wellbeing, and founder of the wonderful Be Genki.

Before Sam became the founder of a successful Australian business she was, first and foremost, a friend. To help improve a dear friend’s state of mind, Sam concocted a blend of essential oils, and worked with her to the point where self-care rituals eventually ended up taking the place of anti-depressant medication. This oil blend was Be Serene, and this process turned into Be Genki.

Behind the Brand - Meet Elizabeth Bold, the incredible founder of Little Emperor.

Elizabeth had always held a desire to celebrate the beauty of childhood, imagination and playfulness, so she decided to create a company that focused solely on that. As Little Emperor grew, so too did Elizabeth’s knowledge of the fashion industry, and the growing environmental and social impacts it was ultimately having. She soon realised “this business had to be so much more than its end product”, so she switched it up a little...

Behind the Brand - We spoke with Ross Macdougald, founder of the innovative Biologi, about his world-first skincare product.

Ross, an industry chemist who has been developing plant-derived extracts for cosmetic products since 2012, was frustrated. He was frustrated because of the low levels his serums were being used in the commercial products for which they were intended. So, what did Ross do, you ask? Ross created the first skincare company to provide a 100% active single ingredient, organic plant serum. That’s what Ross did.

Behind the Brand - Meet Lara Miller, one of the brains behind the beauty that is AmaElla Ethical Lingerie.

It was Lara’s studies at Cambridge that awakened a hunger for entrepreneurship, and a drive to create a company with ethics and sustainability at the forefront of its practices. It was this, along with Lara’s knowledge of the impact of water pollution brought about from a sabbatical in Madagascar, her educational visits to cotton plantations, and her good friend (and now business partner) Julie, that laid the foundations on which AmaElla Ethical Lingerie was built.

Behind the Brand - Ben Gleisner is an entrepreneur, economist, environmentalist, and Ethical Made Easy hero. That’s a lot of e’s.

Meet Ben, co-founder of CoGo: the app changing how we shop. As if social entrepreneur, economist, and environmentalist weren’t impressive enough, Ben Gleisner decided to add CoGo co-founder to his CV. With this background and with such a drive to create meaningful and impactful change through business, Ben “started this company with a mission to fundamentally change the world for the better.”

Behind the Brand - Staying raw and real with conscious mumma, Abbylee Bonny.

H + H Lifestyle (health and happiness) gives us all the tools we need to live healthily and happily. Daily body movement, raw foods, gratitude, self-care, mindfulness, conscious consumption, connection, and contribution are at the core of the H + H philosophy, and so too is perspective and balance in this crazy world. Abbylee Bonny, the legend behind H + H Lifestyle, is exactly the type of person the world needs more of.

Behind the Brand - Amanda Berry and Charlotte Archer on cutting bad ties for good reasons.

Amanda and Charlotte have both been qualified hairdressers for years, though with their trade came the bags of foil and bottles of chemicals that were being discarded with no care for the environment whatsoever. With a mentality to “either get out of the hairdressing industry or change it”, they decided to do the latter, and we are extremely grateful that they did.

Behind the Brand - We speak to jet setter, trend setter, and founder of namesake fashion label, KOPAL.

Kopal is a powerhouse for creative collaboration - when she isn't producing clothing in India, she is working with organisations and artisan groups to help bring her collections to life. She's also just uprooted from the Big Apple to dreamy Byron Bay, and we cannot wait to see what she does next.

Behind the Brand - Lois McGruer-Fraser is turning scraps into style with her ethically inclined fashion brand, Lois Hazel.

Thanks to interning in both New York and Amsterdam, Lois already had a super impressive CV before starting her business. Lois is ethically driven in her approach to Lois Hazel, and it is because of this that her voice is relied on in panel discussions centred around ethical and sustainable practices. Talk about girl power or what?

Behind the Brand - Meet Amy Pierce, the interior designer who turned her passion for colour into Paint Nail Lacquer.

Nail polish is not the first thing that comes to mind when you think of ethically made and sustainably sourced products, but it was for Amy Pierce. As an interior designer, Amy uses a lot of creative energy in her 9-5, and it was in her love of colour and personal style where a different creative outlet was born.

Behind the Brand - The Hemp Temple - three words, three people, one incredible vision.

The Hemp Temple was founded on the idea of freedom and responsibility, and also with an urge to do something that would have a positive impact on the planet. Fuelled by yoga, dancing, and caffeine, the three founders are living the vision The Hemp Temple was built on.

Behind the Brand - Laila Bedard-Potvin on the ugly truths of the fast fashion industry and her beautiful alternative.

Harly Jae was born out of Laila’s desire to craft a dream job (and dream life) for herself. She was a Fashion Merchandising graduate who became far too exposed to the disgusting reality of the fashion industry, so she brought her morals to the table and started a company with ethical and sustainable practices at the forefront of its operations. What a woman.

Behind the Brand - Elizabeth Herman is turning old into new with her jewellery business, Argent Silversmith.

After Elizabeth found out about silversmithing, the sky became the limit. She bought her tools, found a suitcase full of silversmithing goodies, and started creating beautiful pieces of jewellery that were not only loved by her but also by those around her. Everything in her jewellery is completely ethically and sustainably sourced, from the recycled silver and gold to the second-hand gems, and she will never have Argent Silversmith any other way.

Behind the Brand - Meet Ren, the co-founder of the environmentally and socially conscious, Matter Prints.

Being originally trained as a sociologist, this woman knows a thing or two about the wellbeing of disadvantaged and vulnerable people. Ren transferred this knowledge and passion into a thriving business focusing on changing the lives of garment workers for the better, and we are 100% here for it.

Behind the Brand - Emma Peters, founder of Aleph Beauty, is putting "vegan" and "high quality" in the same sentence.

Emma’s background as a makeup artist led her to create her own makeup range—painting faces within the television, fashion, and advertising industries for the past two decades made her see the damaging impact low quality products were having on the skin of her clients. From this, and from an interest in holistic health and nutrition, Aleph Beauty was born.

Behind the Brand - We chat with Shaun Greenblo, CEO of bamboo-bonkers brand, Boody.

Similar to Boody, Shaun is extremely conscious of his own impact on both the planet and the people on it, and we're on the edge of our seats (wearing our Boody leggings, of course) waiting to see what both Shaun and Boody get up to next!

Behind the Brand - Bag making and ethical production with Simétrie founder, Simone Agius.

Together with two other talented leather smiths, Simone crafts exquisite bags and other leather products under the Simétrie name - ethically and sustainably with eco-friendly materials, of course.

Behind the Brand - Meet Erica Gadsby, the founder behind the epic clothing brand, ReCreate.

Erica and Deborah are two young mothers who “wanted to do something that would provide opportunity and employment for women, so the clothing brand was simply the best way to sustainably do this on an ongoing basis.” They originally started ReCreate with an emphasis on empowering the women in the Dey Tmey community of Cambodia, but have moved on to fitting men into this equation as well.

Behind the Brand - Meet Hannah Martin, the eco-conscious mumma behind Salt Trading Co.

Mass-production of their beautiful products was never a driving factor behind Salt Trading Co, but crafting an environmentally and socially responsible business was. Hannah hand-crafts her candles with completely safe and biodegradable materials, and she proves that ethically and sustainably minded businesses do not skimp on luxury or quality.

Behind the Brand - Meet John Pritchard, the entrepreneur creating change with Pala Eyewear.

The fact that there are people in our world who are extremely disadvantaged because of their location and their socio-economic background has never sat well with John. When he created Pala Eyewear, he did so not only in order to produce high-quality, ethically made eyewear but also with a mission to use his business as a machine to help generate social change.

Behind the Brand - We sat down with a couple of epic change makers, Emily and Freddie Carlstrom, who are throwing away the term “disposable”.

Documentaries are notorious for sparking the inner activist and change-maker within the empathetic people who watch them, and that’s precisely what happened to Emily and Freddie. The first season of War on Waste angered and terrified them, so they turned these emotions into motivation and turned this motivation into Kappi.

Behind the Brand - We dove deep with Amber Boyers, founder of Baiia Swimwear, and she’s just as versatile as her award-winning, 2 in 1 wrapsuit.

Growing up in the Solomon Islands, Amber has always been very connected to the beach and the ocean. After an extensive background in fashion—she studied fashion and marketing, went to South America with the goal of employing women to create Latin American garments, and worked at CUE—though realised there were no beachwear labels fully respecting the ocean. So, she plans to change that.

Behind the Brand - Meet Loreto, the founder of Anima by Loreto, a fashion label that ticks all of our criteria and then some.

Sometimes we come across those brands that we just can't look past—the way their products are made ticks all of our criteria, the materials are sourced with sustainability in mind, and the outcome of this sweet ethical collaboration is a product that will not only last a very long time but is also basically a wearable piece of art. Anima is one of these brands, and the founder behind it, Loreto, has one of the most incredible stories to tell.

Behind the Brand - Meet Natalie, the founder of Canadian based, Arraei Collective.

If you haven’t yet already come across Arraei in our brand directory, prepare yourself for what will likely become one of your new favourite brands. Not because of the completely plastic free packaging they use, or the fact that they add in the most beautiful surprise to each order (although that’s part of it), the story behind and the quality of each Arraei garment is one worth telling and getting behind.

Behind the Brand - Hanna Guy on rest, the fashion industry, and her company, Dorsu.

Hanna and her business partner, Kunthear, started Dorsu as a fundraising business in Kampot, and from there it grew into the progressive and thriving fashion company with a mission to create social change that it is today. Hanna believes in the importance of rest and balance, especially if you’re life is as fast-paced and busy as hers, and we could not agree with her more.

Behind the Brand - Jon Heslop has the wellbeing of artisans and consumers in mind with his company, Shakti Mats.

Jon said: “I’ve heard that a business is the ultimate expression of your personality—the way it behaves reflects your own values.” If this is true, then Jon and his team must be absolute saints. Not only do Jon and the Shakti Mats crew use the business to empower women but, through their profits, they also support a number of charities that are generating enormous good.

Behind the Brand - Alex Nash is using water bottles to make a difference through her company, Yuhme.

Through providing "the world's most eco-friendly reusable water bottle with a purpose", modern day wonder-woman Alex Nash is providing clean drinking water to some of those who need it most. We sat down with her to talk about her motives, her goals, and how Yuhme actually came to be.

Behind the Brand - Getting salty at the fashion industry with Charlotte Cheong, the brains (and beauty) behind Cecile Swim.

With a Singaporean background and a childhood spent by the poolside and the beach, Cecile became inspired at the ripe old age of 18 to express her individuality and creativity through swimwear. However, after discovering the damaging aftermath that comes about from fast fashion through her Conservation Wildlife degree, she decided to create swimwear a little differently.

Behind the Brand - Ere Perez on her mornings, her inspirations, and her namesake label.

Ere Perez is definitely one of our Ethical Made Easy girl crushes. Not only did this woman jet across the seas from Mexico to start fresh here in sunny Australia, but she's also utilising the knowledge and values learned through her heritage to craft an ever-growing cruelty-free, organic cosmetics company.

Behind the Brand - Rhianna's turning old water bottles into new activewear with her company, Team Timbuktu.

Picture this: a young girl hiking in Patagonia wearing some ugly clothes that not only look terrible and feel terrible but were also made in a terrible way. Now imagine her luckily (and very conveniently) having a background in fashion, and holding an intense drive to create a more ethical and sustainable way to craft fashionable, quality-made activewear. Well, that young girl was Rhianna, and that drive is now Team Timbuktu.

Behind the Brand - We had a little chitchat with Sam Leigh, a woman who turned her fashion blog into a hub of ethical and sustainable brands.

When she was made redundant from her corporate event job, Sam had a major shift in perspective. She asked herself what her passions were and how she could turn them into her bread and butter, so she started a fashion blog. This progressively and organically turned into Ecomono and boy, are we glad it did!

Behind the Brand - We sat down with Joel Cooper, to talk ethics, his family, and the beautiful story behind his company’s name: Frank & Dollys.

Joel’s wife, Rachel, actually started Frank & Dolly’s after holding a lifelong appreciation of and passion for fabrics, op-shopping, and crafting. Joel, a former Oxfam employee, later joined his wife on her creative endeavour. The two always had a profound amount of respect for ethical production and sustainable practices, so they naturally implemented this into their own business. Is this a match made in heaven or what?

Behind the Brand - What can the power of a friendship between two ethically driven, like-minded people do? Duffle & Co; that’s what.

After both travelling to India and meeting the incredibly talented artisans competing against sweatshops and factories, Kai and Danny decided to do their part in supporting them and the traditional ways in which they were crafting garments. That’s how Duffle & Co came to be. Now with a bit more experience under their belt, they’re trying to tackle this issue in a few different countries.

Behind the Brand - Phoebe Yu couldn't find a bedding fabric she liked, so she decided to create one herself.

Phobe Yu was already well aware of the happenings within the textile industry, though she realised there was a massive gap between affordable and high-quality ethical and sustainable bedding. From here Ettitude came to life, and so too did the world's first 100% organic bamboo lyocell.

Behind the Brand - We chat to Buyer turned BLACK MOON founder, Amy Gould.

BLACK MOON is a bag company that prides itself on its ethics and transparency, and its founder, Amy, is no different. When Amy was a Buyer for an accessories company, she realised she'd been contradicting herself, so she started her own company; a company much more aligned with her own values.

Behind the Brand - We speak to Nicki, the less furry half of the milo+nicki team.

The foundation of milo+nicki was built on rock bottom - after a few health scares from both herself and her best friend Milo, Nicki decided to channel this negativity into something incredibly beautiful. Entrepreneurship is no easy feat for anybody, but thanks to adaption, growth and, of course, her little friend Milo, Nicki pulled through and has a thriving, ethically-minded fashion brand to show for it.

Behind the Brand - Meet Suzie, the beating heart of Velvet Heartbeat.

Meet Suzie, the beating heart of Velvet Heartbeat. When Suzie couldn’t find high quality, cruelty-free products, she decided to make them herself, and voila; Velvet Heartbeat was born. Since that day in 2017, and with a little help from some very strong cups of coffee, Suzie has been designing and creating vegan goodies from her house in New Zealand.

Behind the Brand - Meet Tony and Tracy, the geniuses behind New Zealand grown Au Natural Skinfood.

Tony and Tracy created the Au Natural Skinfood range with the consumer and the environment in mind. Not only was this dynamic duo extremely aware of the nasties that hide in the conventional skincare products so readily available on the market but also of the devastating effects plastic pollution has on our planet. So, they decided to do things a bit differently.

Behind the Brand - Tarj Marvi started out creating skincare products to help with her post-partum melasma. She's now made a business out of it.

What originated from a self-made remedy for severe post-partum melasma developed into a line of products that are not harmful for the environment or for the consumer. She’s completely dedicated to her Australian-made, toxic-free, certified organic range, and she’s also just total mum goals.