Shop some of our favourite aussie fashion brands and support local business with your next purchase.

Here are just a few proud Aussie owned fashion labels we love to support and think deserve a bit of spotlight.

12 of our Favourite Aussie fashion brands


Meet Locello – an Aussie-designed sunglasses brand with a difference. Born from a desire to see accessible eyewear that doesn’t compromise on quality, Locello was created for everyday women looking to up-the-ante in their fashion stakes whilst protecting their eyes, and their back pocket.

Their timeless collections of designer glasses all feature polarised lenses, Category 3 100% UV protection, lightweight and durable in design with a 12-month warranty, and all for under $100.

Shop Locello

Rugup Beach Company

Introducing the Rugii from Rugup Beach Company – Australia’s first & only wearable hooded towel set.

This 2-piece set provides a whole new level of functionality and practicality that regular hooded towels just can’t match. Not only do the Rugii sets look stylish and fun, but they also make trips to the beach and pool a breeze for busy families. Say goodbye to carrying around extra clothes and towels – all you need is a Rugii.

Shop Rugup Beach Company

Step one

Finally, a product for mum. Step One is a best-selling Australian underwear brand that is made from Organic bamboo viscose, is naturally breathable and feels luxe soft on the skin. They have a boxer brief for women, which comes with Step One’s Ultra Glyde technology between your thighs, boosting comfort and minimise your risk of chafing. They also have a bikini brief if that is more your style.

Shop Step One

The Fable

The Fable, is a Sydney-based fashion label that specialises in creating the ultimate silk shirt.

The Fable was founded by Sophie Doyle, a former luxury marketing executive, who used to wear silk shirts most days to work, as they are the perfect day to night “uniform”, and always look great. The problem was that she could never find one made from a thick, lush fabric, or that had the perfect relaxed cut and was machine washable.

After quitting her job, Sophie decided to look into creating her own range. The silk shirt took nearly a year, and countless samples to develop. It is made from 100% crepe de chine silk, the range is washable, removing the need to spend money and time on dry-cleaning. Everything is also ethically made from accredited factories. She now makes around $4.5 mil a year, making her a best selling independent fashion label. 

Shop The Fable


Nala is comfortable, affordable underwear that’s beautiful by design and better by the planet.

The expert design team combines decades of experience with groundbreaking (planet-saving) bio-based fabrics to make products of exceptional, sustainable quality.

The Melbourne underwear brand NALA is sold exclusively online. Selling to you directly means that we can control the prices and ensure Nala remains as affordable as possible.

Shop Nala


CACHIA is an online Australian company based out of Melbourne, producing quality affordable sleep & loungewear.

CACHIA was launched in 2017 by media personality Sophie Cachia and entrepreneur Leah Betts.

Their focus is to keep up with the latest trends, with custom designs that are fun and fresh and will always keep you surprised.


17 Sundays

17sundays is an Australian Label that will always draw inspiration from the landscape we have grown up in and love in Australia.

“Australian fashion is unique, exciting and made for outdoor good times. the landscapes of Australia and New Zealand will forvever be our inspiration and we hope to continue creating garments for the people who vibe with us.”

Shop 17sundays


Byron Bay label Millk creates high quality, soft, thoughtful, easy to wear pieces that are meant to be worn hard and passed on. Opt for check rompers and striped tees and mix and match.

Shop Millk


Purebaby is an Australian owned company creating unique, organic clothing for babies and children. Established in 2002, Purebaby was born out of a desire for beautiful and simple products made with awareness and care. In search of a natural alternative for her first daughter Samara, Mirabai Winford, Purebaby’s Founder and Creative Director, was unable to find quality organic garments.

“When I couldn’t find a range to meet all my needs — fashionable, organic, functional and most importantly affordable — I was inspired to create it myself.”

Shop Purebaby

Rock Your Baby

Since their launch in the summer 2003, Aussie owned Rock Your Baby has designed and produced high quality, offbeat fashion for babies and kids.

Each season they collaborate with some killer artists who embody the Rock Your Baby vibe and together we make sure that RYB hits the market with the freshness and originality that makes our launch a much anticipated event in the kid’s fashion calendar.

They design the kinds of clothes that kids want to wear – clothes that both capture and enhance the fun, innocence and imagination of childhood.

Shop Rock Your Baby


An Australian fashion destination designed with the local lifestyle and culture at the forefront, gorman is fresh and independent. With a strong focus on in-house textile design and artist collaborations, gorman offers unique, colourful, fun and exclusive prints across a broad range of contemporary and classic shapes. Explore the world of gorman and discover the distinctive style for yourself.

Shop Gorman

Empress Athleticus

Empress Athleticus is a proudly Australian-made brand, committed to inclusivity and body positivity. They create activewear and intimates designed to fit and flatter women in sizes 6 to 30+, ensuring that all women can feel confident and empowered.

“Empress Athleticus is dedicated to providing a diverse range of activewear and intimates that celebrate every woman’s unique beauty and strength!” – Brittany Lewin

Shop Empress Athleticus

The Oodie

Back in 2018, Davie Fogarty, had an idea to make Aussies happier than a kangaroo on a trampoline. He birthed the Oodie – a heavenly blend of a cosy blanket and wearable awesomeness. With a hood big enough to hide your face from your boss and a pocket that can hold more snacks than your stomach can handle, The Oodie is your BFF for movie nights, snuggles, and gaming marathons. Prepare to feel comfy, cosy, and downright scrumptious!

Shop The Oodie

Read more:

Eco-friendly new mum must haves – MamaMag

Mama says “add to cart” – MamaMag

Have you heard of ‘Dopamine dressing’? – MamaMag

Beauty tips for 40+ mums – MamaMag