CEO Australian Fashion Label Founder

Founder story - How a Dream to Stand Out Became a Clothing Brand

I grew up in a household where fashion wasn’t just something you wore—it was an expression of who you were. We loved creating extraordinary things out of anything ordinary. My mom was a previous fashion designer turned business women. The house was full of her old designs, fabric scraps, pattern pieces, and sketches.

But as much as I loved the fashion world, I was often frustrated by it, too. I never felt like the clothes we could buy off the rack spoke to who we was. Mum and I would often layer, style, adapt and make something amazing out of what we bought. For special events, I would convince mum to make me something—something no one else would have. That feeling of walking into a room knowing you’re wearing something completely unique, that was everything. And an added bonus was saying that my mum made it, I loved that.

As I got older, I realised something. The reason I loved making my own clothes was because I wanted more—more than what was available to me. I wanted high-quality, standout pieces, but I couldn’t afford the designer brands I admired. So, we started creating the pieces we craved—without the luxury price tag.

That’s when the idea for my brand was born. I wanted to make clothes that didn’t just look good, but made you feel like you owned your style. I wanted to offer the bold, the unexpected, the kind of pieces that let you express who you are without breaking the bank.

It wasn’t just about clothing; it was about owning your individuality. For me, it was always about standing out, even when the world made you feel like you had to blend in. And now, my goal is to help you do the same—create something unique, be proud of it, and wear it with confidence.

This brand isn't just about fashion. It's about the freedom to be you— by creating extraordinary pieces for the bold hearted.
Back to blog