The Golden Era

Redefining fashion with Goldie + Ace

Sustainable style

There is a growing movement away from fast fashion, which has dominated clothing retail for over 30 years, towards a more ethical buy less, wear it more and pass it on approach. Alana Tiller comes from a background of bedlinen and textiles, and after having her first child, noticed that for people wanting to embrace this philosophy, it could be quite costly. Alana launched Goldie + Ace in 2017 with Chris Kontos, from Chris Kontos Creative, and together they embarked on helping customers take a more considered approach to their kids’ clothing purchases with the bonus that it did not cost the earth.

"Buy less, wear it more and pass it on."

Brand philosophy

Alana confirms “While the brand has evolved a lot over the last three years the main constant has been to ensure what we create is good quality and that we care for the environment in doing so. We don’t want our garments to end up as landfill, so we educate our customers to mend clothing if it gets a hole in the knee.” From the fabric to the workmanship, Goldie + Ace aim to create garments that can withstand the test of time and are cherished along the way. “Babies and kids can wreck or stain clothing beyond repair, but by using good quality fabrics we offer the best chance possible of removing those stains and providing longevity,” notes Alana. The responsible approach is not limited to the clothing, as Goldie + Ace use compostable mail satchels and thank you cards which can be planted to grow into flowers.

Design inspiration

“Growing up in Australia in the 80’s and 90’s, we often look back to own our childhood for inspiration. We literally pore over old photo albums and remind ourselves of what we loved wearing when we were young, lead with a few key pieces and then build the collection from there”, explain Alana and Chris. Alana confides, “I was a New Kids on the Block and Kylie Minogue girl, while Chris’ favourite fashion moment from his childhood was a Cookie Monster tracksuit which, for now, will remain in the archives!” By delving into their childhoods Alana and Chris have built a brand with a touch of nostalgia for a time when childhood was a lot simpler than it is now. Interestingly, this was not part of some master plan. “Our vibe evolved organically and has strengthened in line with my increased confidence as a designer and from customer feedback on what they loved most”, says Alana. Staying authentic can be difficult so Alana and Chris try not to look at what other brands are doing as they aim to stay unique. Goldie + Ace has become known for its distinctive prints which often feature Australian flora and fauna. “It is now our challenge to come up with new and exciting print concepts each season”, says Chris.

"We don’t want our garments to end up as landfill, so we educate our customers to mend clothing if it gets a hole in the knee.”

Making the range

Everything in the range is hand painted by talented local Melbourne artists and either screen or digitally printed. Goldie + Ace collaborates with a small team in China who hand make everything to ensure nothing is produced in large factories. Alana notes “Our approach means production is slow, but much more personal and we are proud of our products. We love working with our team in China and they love working with us which shows in what they produce for us as each piece is made with a lot of care.” Goldie + Ace are Oeko Tex certified, meaning no harmful substances are used in the production of their clothes including dyes, prints and finishing.

The power of marketing

“Marketing the brand has always been as important for us as the clothes we were creating because what is the point of creating a gorgeous product if it is not marketed to the same standard,” states Chris. Like many small businesses, Goldie + Ace do not have a huge marketing budget, but they have chosen to direct the bulk of their budget towards campaign shoots and using the best in the industry when it comes to photography and styling. “By investing upfront in carefully curated content we can then create amazing look books, social media content and PR packs ourselves,” explains Alana.

Biggest challenges

Having your own business is commonly seen as a way of accessing a more relaxed work life where you choose the pace and what you do each day, but that is often not how it turns out. “No one tells you how hard it can be to get your business off the ground, manage your cash flow or that you will have to do EVERYTHING. Some days all I want to do is design clothes, but I cannot find the time for weeks because I am making sure other parts of the business are running smoothly,” says Alana. Both Alana and Chris have worked for other businesses and for themselves and believe each option has its own challenges and rewards. “If you are someone who likes structure, having weekends off and a stable income, don’t start your own business. If you are up for a challenge, like taking risks, and will do whatever it takes, then maybe, it is for you,” advise Alana and Chris.

Success and the future

Everyone measures success differently, but for Goldie + Ace, it is knowing they have created something that people love so much they tell their friend about it, and that friend tells their friends, and so on. “Our brand has experienced such organic growth from personal endorsement over the years it has helped us direct ourselves going forward. We get a lot of emails from customers about how much they loved their purchase, or photos of their bubs wearing Goldie + Ace and we never tire of receiving such feedback. It makes our day and everything we do worthwhile,” confirms Alana.

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