Homegrown fashion label Vege Threads is known for its simple everyday garments made with organic materials and manufactured ethically in Australia. The label has just made the move from online trading into a physical space in a “serendipitous alignment of timing and opportunity”, says founder Amy Roberts.
“I felt the physical presence of my clothing was missing, and the human interaction and community was being lost by not having a place to share my product and story with my customers," she says.
Formerly, Roberts ran Vege Threads from her rural home office – a cabin just outside of Melbourne, where she’d moved to take a break from the city and reassess her aspirations for the brand.
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"The move gave me the space to reassess my business ... After five years I was beginning to feel the grind of online. Online businesses can give you a level of freedom to work from anywhere but it can also create a large feeling of disconnect.”
After a few successful Northcote pop-ups, Roberts says she “found a great like-minded community” in the area, and when a lease became available on the suburb’s busy High Street strip, she snapped it up.
The elegant fit-out by Sans-Arc Studio makes use of Australian timber and minimalist, timeless fixtures. A wood-panelled feature wall behind the counter – made of the same material – has an air of contemporary (and very stylish) log cabin.
Veges Threads specialises in wearable, well-made basics for women and men, and its fabrics – including organic cotton and hemp linen – are sourced from a network of local suppliers.
“Ethical manufacturing is at the core of our ethos. An alternative way has never been an option,” Roberts says. “We as consumers and business owners hold a great deal of power and our impact can be really positive if we choose to do things the right way.
“I think consumers are finally thinking about where they want to put their money and what impact it can have. It’s a growing trend, but a really positive one if things are done right.”
Vege Threads also donates a percentage of profits to environmental not-for-profits.
246 High Street, Northcote
0401 035 157
Tue to Thu 11am–5pm