fashioning success

Words Michelle Bateman @michelle_bateman

Inspired by the laidback lifestyle and the beauty of the local environment, an increasing number of fashion businesses are setting up their studios in the Illawarra – and they’re attracting customers both locally and across the globe.

Sarah Hardie

Fabrik

Launched in: 2010

Known for: ethical and sustainable fabrics and timeless designs

Where to find it: fabrikstore.com

Why did you start Fabrik? I started Fabrik after I had my children. Like many women, I needed the flexibility to be able to work around my new family commitments, but I also didn’t want to create a bigger problem for our world that my children would have to deal with. Sustainability is very important to me, so I wouldn’t do it if I wasn’t able to do it in a way that is good for our planet and our people.

What’s the best thing about running your own fashion business? Flexibility and creativity. I’m lucky to be able to work my business around my family and design freely without any strict briefs. Designing quality garments that are made with care using environmentally-friendly practices is very rewarding.

What are the biggest challenges? Having your own business means you never really switch off. It can be hard to juggle everything at times, and can become overwhelming, but the good things outweigh the challenges I face.

What makes the Illawarra a good place to run a creative company? I love the relaxing lifestyle of the South Coast, while still being close to Sydney.The nature of the Illawarra is forever inspiring for us as a brand, and the small community feel sets it apart.

What should people look for if they’re interested in making more sustainable choices in fashion? Only buy what you really need and look after the clothes you have. Shop for natural fibres (instead of man-made and blends) and look for transparent supply chains so you know who is making your clothes. A T-shirt shouldn’t cost the same as a coffee. If you’re interested in making sustainable choices, consider how, where and by whom your clothes are made, do your research and don’t be afraid to try new brands that are doing their bit for the environment.

Aaron and Kathleen Johnson

The Local Craftsman

Launched in: 2020

Known for: hand-stitched leather goods and handmade jewellery

Where to find it: thelocalcraftsman.com.au and at local markets

How did The Local Craftsman come to be? We’d been making and selling things under different trade names for years and had wanted to rebrand everything under one name. As Covid got more widespread, we both had more time at home so were able to brainstorm together, bounce names and ideas off each other, and eventually we settled onThe Local Craftsman.

What makes the Illawarra a good place to run a creative business? The community is very friendly and supportive, which helps a lot. It’s very cool that if you do a good job people will hear about you just by word of mouth.We have gotten quite a few orders through recommendations from friends and people we meet at markets.

How do you work together in the business? We make a lot of decisions together but also have different skills so it's easy to divide tasks, too. I’ve got a degree in marketing so doing the website and social media is mostly my job, and the leatherwork is all my area. Kathleen is our photographer and jeweller, and also chases our baby around all day.

You’re quite specific about the materials you work with. Why have you chosen them? I only use Australian leather, which includes the strongest leather in the world for its weight: kangaroo leather. Because kangaroo is a thin but strong leather, it’s fantastic for making wallets as you can reduce bulk without having to worry about it not holding up. For the jewellery, we source only solid gold and sterling silver – we don’t use anything that won’t last or will change colour over time. All our metals are recycled, which has a much smaller impact on the environment and doesn’t involve any added mining.

Serene Coleman

Ponyboy Vintage Clothing

Launched in: 2015

Known for: figure-flattering fashion inspired by pin-up culture

Where to find it: Central Chambers Arcade in Wollongong and ponyboyvintageclothing.com

What inspired you to start the business? I’d worked in the music industry but I’d always made my own clothes and bought '50s-inspired pieces. I know there's a strong push towards original vintage clothing, but the sizing of it is tiny and I didn't want that for my brand. I wanted PonyboyVintage to be inclusive – our clothes come in sizes six to 26.

Your boutique opened in Central Chambers Arcade late last year. How has that impacted on the brand? I love it because I have everyone from 12-year-old girls to 85-year-old women coming in.Young girls come with their Doc Marten boots who want to wear my little orange print dresses with their black leather jackets.That's the beauty of it. Plus, we do cupcakes and champagne here on Saturdays, and I love that experience.

What makes the Illawarra a good place to run a creative company? The Illawarra is still a place where possibility happens, it's not saturated with other similar businesses. I've always felt that you can start something in Wollongong, and it can do okay.You also get a very loyal customer base here, because it's still very much a country town, and everybody knows everybody. People here are friendly and open, and they do want something different.

Where are you looking for inspiration for your upcoming designs? I'm obsessed with Dolly Parton and always have been. One of the first movies my mum ever took me to was 9 to 5 – it was the '80s! She was always on rotation in our house. I love her ability to laugh at herself but her talent was so serious.

What are you most looking forward to for the coming year? I really want to see how we can create a sense of community among women. I want to do different nights and events, including live music and movie nights. I'd like to create more of a vibe in the arcade.

Jessica Kumanovski

Maison de Femmes

Launched in: 2018

Known for: delicate handmade jewellery with a celestial influence

Where to find it: maisondefemmes.com and at Haiku & Co in Coledale

What fashion experience had you had before you went out on your own? I studied fashion design atTAFE a lifetime ago, but more readily accessible is my experience as an assistant buyer and working in the digital space. Designing and curating the right pieces is only one piece of the puzzle; having a good grasp of advertising and branding also plays a huge role.

What’s the best thing about running your own fashion business? Honestly, everything. I choose when I want to work (actually, I am constantly working but I don’t care because I love it and can sleep in), and every day is something a bit different – orders, photography, making something new, advertising, website updates. Meeting new people (customers and other business owners, alike), and hearing feedback from people that genuinely love what I’m creating is also great.

What are the biggest challenges? Growth has been interesting.There are a lot of voices in this industry and it’s been a long period of trying to cut through and grow. I’m still working on it, but it’s definitely growing.

What makes the Illawarra a good place to run a creative company? It’s always nice to live and work where the people you care about are just a short drive away, and you can go for a brisk walk and debrief by the sea any time you need. After returning from many years living in Melbourne, I really appreciate how special Wollongong is.

Where are you looking for inspiration for your upcoming designs? I always look to the celestial side of things. I’m working on a zodiac range, as well as a Cosmic Butterfly charm to join my existing Cosmic Bee design. I’m also working on a few romantic pieces that feel like magical heirlooms.