Last year, shopping platform Showroom-X teamed up with the Australian Fashion Council to launch We Wear Australian – a campaign to draw attention to brands impacted by the pandemic, and drive customers to their online stores. And it was deemed a success – in its first year the campaign helped drive over $3 million in retail sales.
With the ongoing closure of many Australian bricks-and-mortar retail stores in 2021, the campaign has returned to offer customers a range of discounts on Australian fashion labels from now until October 16, in turn helping support the local industry.
This year’s brands include many of the same names from last year – including Aje, Bassike, Ellery, Matteau, Sir, Viktoria & Woods, Morrison and Wolfgang Scout. Each one offering a different discount or commitment, such as 20 to 50 per cent off selected items, codes for free shipping, or a promise to donate to the partner organisation Thread Together, which takes excess stock from designers and manufacturers and redistributes it to vulnerable people in the community, preventing it from heading to landfill.
“In light of recent Covid-19 lockdowns, extended retail closures and the ever-growing financial strain on our incredible local industry, there has never been a more crucial moment to support our Australian makers, manufacturers, visionaries and craftspeople,” Showroom-X CEO and co-founder Richard Poulson said in a statement.
“We produce over 90 per cent of our collection here in Australia,” Bassike co-founder Deborah Sams told Broadsheet last year. “So, support for Bassike at this time is not only about our business, it’s about the wider industry and the many family-run businesses we have worked with since the beginning, including knitters, cutters, makers and wash-and-dye houses.
“The added layer of being able to give back to the community through this initiative – with a financial and garment contribution to Thread Together – brings the support full circle.”
Australian Fashion Council acting CEO Kellie Hush adds, “It will serve as a reminder of what buying Australian-made represents: supporting sustainable products, ethical practice, revitalising local businesses and securing an economic future for women who represent 77 per cent of the fashion industry workforce.”
We Wear Australian runs until October 16.