Media Release: eBay Australia announces Shopfront as the winner of the 2025 Circular Fashion Fund, advancing circularity in the fashion industry

Today, eBay Australia, in partnership with the Australian Fashion Council (AFC), proudly announced Shopfront as the winner of eBay’s 2025 Circular Fashion Fund, recognising their innovative approach to driving progress in circularity and tackling Australia’s ongoing textile waste crisis.

Now in its second year in Australia, the Fund awards Shopfront $100,000 AUD, while runners-up HATCH + make and Hello Tailr will each receive $50,000 AUD to further their circular business solutions. In addition to the funding received, the three recipients will receive bespoke mentoring sessions, educational workshops and networking opportunities.

In 2023, over 222,000 tonnes of clothing were sent to Australian landfill, reinforcing the need for urgent, systemic and lasting change.¹ To address this, eBay launched the Circular Fashion Fund to foster innovation and support businesses that reduce waste and promote circularity, aligning with the industry’s 2030 goals.2 This year’s winners were chosen from a competitive shortlist, pitching their transformative ideas to a panel of industry experts.

Shopfront's victory not only provides funding for their business but also earns them a place in eBay's global competition. They will join winners from the UK, US and Germany to pitch their ideas to eBay's venture capital arm, eBay Ventures, for the chance to be named 'Circular Fashion Innovator of the Year' and receive a potential $300,000 USD additional investment.**

 

eBay Australia’s Fashion Lead, Anne-Marie Cheney, said: “Circularity is no longer an aspiration—it’s a necessity for fashion’s future. At eBay, we’re proud to support businesses reimagining every stage of the fashion life cycle, from design to resale and repair. Following the success of our 2024 winners, we’re excited to see how this year’s businesses use the mentoring, networking opportunities, workshops and funding to drive change. Our 2025 winners prove that a more circular future isn’t just an idea—it’s already in motion.”

 

More about the winners

Shopfront aims to make fashion resale seamless, scalable, and sustainable. Using an AI-powered tool to streamline listings across multiple marketplaces, Shopfront simplifies the shopping experience to drive circularity. Sellers simply upload photos, while Shopfront removes backgrounds, generates listings, and posts them to platforms like eBay – making it easy for sellers to connect with and manage multiple platforms and scale their resale success.

HATCH + make creates sustainable knitwear through low-waste design, eco-friendly production, and a focus on natural fibres. Its Brood line, launched in December 2024, helps brand partners reduce development costs. Using efficient knitting methods and local production, HATCH + make supports small runs to cut waste and ensures transparency across the supply chain lifecycle. Over the next three years, the brand plans to upskill more designers and expand its impact, building on the more than 30 organisations it has supported.

Hello Tailr promotes circular fashion by extending garment life and empowering brands to follow suit. As an online clothing tailor and alteration platform, it offers door-to-door pickup, mail-in, and drop-off services at over 7,500 locations nationwide for added convenience. Hello Tailr also helps fashion brands coordinate repairs in their pro platforms while managing logistics and technology. Catering to businesses and consumers, more than 72% of the brand’s services are completed by social enterprise partners, supporting communities and the greater recommerce ecosystem.

 

2025 Circular Fashion Fund winner, Shopfront Co-Founder & CEO Nate Spiteri, said: “We’re incredibly honoured to receive the 2025 Circular Fashion Fund and grateful to eBay and the Australian Fashion Council for their commitment to driving circularity in the fashion industry. At Shopfront, our mission is to make fashion resale seamless, scalable, and sustainable. This funding will help us enhance our AI-powered tool, streamlining the resale process across multiple marketplaces and making it easier for sellers to extend the life cycle of garments. We look forward to collaborating with industry leaders and mentors to accelerate sustainable solutions for the future of fashion.”

CEO of the Australian Fashion Council, Jaana Quaintance-James, said: “The 2025 Circular Fashion Fund winners exemplify the innovation we need to transform Australia's fashion ecosystem. Innovative businesses like HATCH + make, Shopfront, and Hello Tailr are critical for driving forward practical solutions that extend product lifecycles, minimise waste, and build resilient supply chains. With continued collaboration between government, industry leaders like eBay, and our pioneering winners, we can accelerate Australia’s transition to a lower impact future.”

Participants were evaluated based on three criteria: innovation, circularity and business viability/scalability. Selected businesses showcased new or improved products or processes and offered creative strategies to address circularity in fashion. They also demonstrated scalability and a track record of success, indicating their ability to effectively utilise the funding.

eBay Australia, along with the global markets, will run the Fund with the goal of forming an international alumni of circular fashion businesses, helping to pave the way for a more circular future.

eBay’s Circular Fashion Fund will provide a total global investment of $1.2 million USD** to start-ups in the global markets by the end of 2025 and over 200 hours of mentoring and networking support for applicants from industry experts.

 

-ENDS-

1https://australiainstitute.org.au/wp-content/uploads/2024/05/The-Australia-Institute-Textiles-Waste-In-Australia-Web.pdf

2 Australian Fashion Council, 2023 Industry goals: https://ausfashioncouncil.com/program/seamless/

**The currency exchange rate for the $300,000 USD investment will vary depending on the time of payout.

 

For further information, please contact:

Emily Fookes, Pulse

PH: 0438 854 883 I E: emily.fookes@ogilvy.com.au

 

About eBay

eBay Inc. (Nasdaq: EBAY) is a global commerce leader that connects people and builds communities to create economic opportunity for all. Our technology empowers millions of buyers and sellers in more than 190 markets around the world, providing everyone the opportunity to grow and thrive. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2024, eBay enabled $75 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.

 

About the Australian Fashion Council:

The Australian Fashion Council (AFC) is a not-for-profit and the peak body for the Australian fashion and textile industry, representing the sector for over 70 years. AFC members are Australian founded or majority owned businesses involved in producing fabric, clothing, footwear or accessories, including individuals that contribute creatively and economically to the Australian fashion and textile industry. The AFC champion and advocate for a prosperous and creative Australian fashion and textiles industry, with the purpose of building a vibrant, inclusive ecosystem for our member community through education, collaboration and innovation. Find out more here: https://ausfashioncouncil.com/.

Hello Tailr: Redefining Clothing Alterations and Repairs with Convenience and Technology

eBay Australia, supported by the Australian Fashion Council, has proudly announced Hello Tailr as a shortlisted winner in eBay’s 2025 Circular Fashion Fund, recognising their innovative approach to revolutionising clothing alterations and repairs.

Hello Tailr offers a simple, convenient service that allows customers to arrange clothing alterations and repairs with ease. By providing door-to-door shipping options and making the process as seamless as online shopping, Hello Tailr is transforming the way consumers think about clothing maintenance. Their goal is to make clothing repairs and refashioning as common and accessible as purchasing new items, promoting a more sustainable approach to fashion.

We spoke with Owen about the journey behind Hello Tailr, the lessons learned in building a service focused on convenience and sustainability, and how the company is shaping the future of clothing repairs.

 

1. Could you share some insights into your background and the journey that led you to start Hello Tailr? 

Hello Tailr was inspired by my own frustrating experience. Like most online shopping today, buying a pair of pants online was effortless—they arrived at my doorstep a few days after ordering. The experience gets frustrating from there. As a shorter person, nearly every pair of pants I own needs shortening. Having recently moved to a new suburb, I had to spend time researching "tailors near me," only to find options were limited. Eventually, I found a tailor that was quite a drive away, dropped the pants off, and returned days later to pick them up—only to discover they'd mistakenly shortened them by six millimetres instead of six centimetres. Having to repeat this tedious and inconvenient process sparked the idea that there must be a better way, and that's how Hello Tailr was born. 

 

2. Having founded and served as CEO of Obee, what inspired you to start this venture, and how does it dier from your previous business experiences? 

Obee started from a personal frustration back in 2010. I was trying to book a restaurant for a date, but after multiple unanswered phone calls, I finally secured a last-minute spot. It got me thinking—why was something as simple as booking a table so difficult? That experience led me to build Obee, and over the years, I watched as phone bookings became less common and online reservations became the new norm. 

Hello Tailr has come from a similar place—another personal frustration, this time with clothing alterations. After struggling through a tedious process just to get a pair of pants hemmed, I found myself asking the same question: why is this so inconvenient? Is there a better way? Hello Tailr seems like a much bigger challenge. Technically it's a challenge to make the range of services simple and easy, but also we'll need to see a mindset shift where repair and circular fashion become the norm. The experience I gained from Obee gave me the confidence to take this on. I’d love to see another societal shift happen—this time towards people rewearing, repairing, and refashioning their clothes as a natural part of how we consume fashion.

 

3. Hello Tailr is revolutionising the way we think about clothing alterations and repairs. How do you see the role of technology in extending the life cycle of garments, and how do you envision its future? 

I’ve now spent over a year and a half in this space—which isn’t long compared to many—but what excites me the most is the craft! I encourage everyone to look up "visible mending" on Instagram and TikTok. Go down the rabbit hole of creative repair techniques and explore specific techniques like darning and Sashiko, and suddenly, clothes with holes will become something you will get excited about—an opportunity to refashion and reimagine, not just throw out. 

The challenge, though, is that these skills are rare, and most people are too time-poor to learn them, let alone do it themselves. I believe technology is the unlock. If we can fuse together the convenience economy with social enterprise partners that have these skills, then it’s a win for everyone. As a founder with experience in tech, I feel like I bring a unique perspective because I’m thinking about how we can use technology to bridge this gap, connecting skilled makers and social enterprises with the people who are just looking for a simple and hassle-free experience. 

 

4. What do you see as the biggest barriers to widespread adoption of clothing repairs and alterations, and how is Hello Tailr helping to overcome them? 

The biggest barrier is convenience. We live in a world where almost anything—fashion, groceries, even pet food—can be ordered at the click of a button. The convenience economy has reshaped consumer expectations, making traditional clothing repairs and alterations a stark contrast, typically requiring at least two store visits—one to drop off and another to pick up. 

Hello Tailr is addressing this head-on by reimagining how clothing repairs and alterations can be delivered online. We have over multiple shipping options—including a door-to-door service and printer-free options—with the aim of making the service as convenient as possible. If we can provide a simple, easy-to-use service with a wide range of services, we hope to make clothing repair as easy as online shopping—ultimately helping shift consumer behaviour towards more sustainable fashion choices.

 

5. What have been some of your most significant lessons learned in growing a business focused on clothing repairs and sustainable fashion practices? 

There are so many wonderful people and businesses that genuinely care about sustainability, circularity, and social impact. It’s incredibly humbling and inspiring to see their dedication and long-term commitment—many have been driving change for over a decade. With the rise of new initiatives like Seamless Australia and other circularity-focused policies emerging globally, there seems to be growing momentum. Hopefully, now is just the beginning of the broader population embracing these values, making sustainable fashion choices the norm. 

 

6. If you could impart one piece of advice to someone looking to create a fashion tech startup with sustainability at its core, what would it be? 

Develop a clear, fundamental hypothesis—what is the core problem you are trying to solve? Try and articulate it in one short, sharp, clear sentence. Then, ask yourself honestly: Is this a real problem, or am I trying to create a problem for a solution I have already thought of? Being real with yourself now will save you a lot of wasted time later. 

Next, figure out the fastest and easiest way to test your hypothesis. Can you validate that other people share your problem quickly? As an example, sending something as simple as a short survey to friends, family, or colleagues can give you answers very quickly—you don’t need to spend thousands building a website or app upfront. 

Once you’ve validated the problem, focus on the “how”—is the solution an app, a website, a service, a physical store, or a product? Pick one approach and laser-focus on delivering and testing it as fast as possible. Even a big idea like opening a restaurant or store can be tested and de-risked by running pop ups or events first. Avoid distractions—keep a long list of ideas for later, but stay committed to the task at hand. Choose something achievable in 1-2 months, launch it, promote it for another 1-2 months, then assess: double down if it’s working, and pivot and test another approach if it’s not. 

The biggest mistake I see in startups is trying to do too many things at once. Stay focused, iterate, and most importantly—good luck! You’re going to need a bit of that too!

 

Discover more about Hellor Tailr through their social media channels or official website.

Hatch + make: Redefining Knitwear Through Circular Design and Innovation

​​eBay Australia, supported by the Australian Fashion Council, has proudly announced Hatch + Make as a shortlisted winner in eBay’s 2025 Circular Fashion Fund, recognising their innovative approach to sustainable knitwear and circular manufacturing.

Hatch+ make was founded by Dave Giles-Kaye, Kirri-Mae Sampson and Nigel Whelan, three long-time textile and fashion industry professionals with broad capabilities across business development, education, manufacturing, design and circular economy. 

They saw first-hand the challenges of waste, overproduction, and synthetic reliance. Determined to create meaningful change, they founded Hatch + Make—a premium knitwear design and manufacturing venture built on circular principles.

We had the privilege of speaking with Dave about the journey behind Hatch + make, the lessons learned in building a circular business, and what’s next for the future of sustainable fashion.

 

1. Could you share some insights into your background and the journey that led you to start HATCH + make?

I’ve been in the textiles and fashion industry for almost 30 years now, and have worked across the board. I have seen a lot, tariff reductions and offshoring, the exponential growth of synthetics, the centralisation of the industry, the growth of waste, the mistreatment of people, and how growth and short term profit dominates decision making. 

I have a view on what I hope the industry looks like in 50 years time. It is one which is aligned with nature, still produces beautiful clothes and that supports 100s of millions of people, from the farm forwards. But, I have been frustrated with the lack of change for some time now. So, I thought I should find some like-minded people, roll up my sleeves and put our ideas into practice. This is how I joined up with Kirri-Mae and Nigel to start HATCH +make and our knitwear label, Brood.

 

2. Both of you have had extensive experience in the fashion industry. Dave you were previously CEO of the Australian Fashion Council and most recently, Executive Director at Waverley Mills. Kirri-Mae you also worked at the AFC as a Senior Project Manager and as a lecturer at RMIT. What inspired your transition from working on the industry side to running a startup together?

When looking at how I could have the most impact on the circular economy I realised that being involved in the design and the making processes was the place to be. Here we are able to determine the materials used, how garments are designed and we can steer production to the most efficient manufacturing methods. This is how HATCH  + make came about. We work on the design side, “hatching ideas” and then we “make” it.

We chose knitwear because, the way we do it, it is the most efficient and flexible type of garment to make. We use whole-garment and fully fashioned knitting machines which produce next to no waste (usually less than 1%). They also enable a business model where only the clothes that will sell are made.

 

3. As a partner for premium knitwear design and advanced manufacturing, how do you envision the future of sustainable and circular knitwear? What initiatives do you have in place to eliminate waste and regenerate nature?

Knitwear tech is incredible. We can literally knit a premium jumper all in one go. It comes out of the machine with sleeves attached and seams knitted. It is like a 3D printer but for textiles. We don’t have to cut anything out or attach anything, we simply tidy the garment up and put it through a finishing process.

Our garments and accessories are solely made from natural materials, and ones that have grown in nature. We won’t put anything synthetic out into the world in our products. We now know that synthetics take hundreds of years to break down, all the time polluting with their chemicals and microfibres. Our products don’t have any harmful emissions and can be thrown on the compost at the end of their long life.

We are working on a project in which we will repair used knits to give them a new life. We will soon be launching a “Repaired by Brood” knitwear store on eBay where we will sell damaged used knits that we have saved from thrown out and that we have fixed up. 

 

4. What drives your commitment to a circular economy, and how do you see the fashion industry adapting to a more sustainable model?

If you have a long term view, and I mean 50 years or more, then to me it is the only way. If we don’t work with nature, it will ultimately win. Perhaps not in my lifetime but it will, ultimately.

The circular economy gives us a framework to address this. That is, to design a new industry, one without waste, that values materials and ultimately regenerates nature. I find it exciting to realise that we need to rethink everything, and then to do something. 

I don’t think the industry will get there on its own. We need strong regulations, we need to incentivise progress and we need to be developing new processing and technologies that are attractive to long term investment.

 

5. What have been some of your most significant lessons learned in working towards a circular manufacturing model?

I think we need to learn to share more. A lot of knowledge and practice is hidden or protected. The task to transition to a circular economy model is so large and complicated that we need to find ways to do it together. At HATCH + make we are trying to do this through our open studio sessions.

I have also realised the importance of the goal of regenerating nature. All other circular economy principles lead to this and yet it is the one that is discussed the least. 

Lastly, when faced with a problem, being comfortable that a solution will come at some point, so long as you start to do something. We can get caught up in the big issues and never do anything. 

 

6. If you could impart one piece of advice to other designers or brands looking to incorporate circular practices into their supply chain, what would it be?

I would suggest working to understand the principles of the circular economy in some depth and how they apply to everything you do. Talk about it with people, nut it out, look at what others are doing, try new things. Think about your role in the industry and the influence that you have to make change. Then do something.

 

Discover more about Hatch + make through their social media channels or official website.

5 Must Listen Australian Fashion Podcasts for your Summer Break

Whether you're lounging by the beach or enjoying some downtime at home, we've got you covered with 5 must-listen fashion podcasts.

From behind-the-scenes stories to industry insights and sustainability tips, these podcasts will keep you inspired all summer long.

🌟Wardrobe Crisis with Clare Press - Clare Press
WARDROBE CRISIS is a fashion podcast about sustainability, ethical fashion and making a difference in the world. Your host is author and journalist Clare Press, who was the first ever Vogue sustainability editor. Each week, we bring you insightful interviews from the global fashion change makers, industry insiders, activists, artists, designers and scientists who are shaping fashion's future.

Listen on Spotify Podcasts

🌟 Fashion Business Mindset podcast - Elizabeth Formosa
Fashion Business Mindset is your FROW seat to 'real' stories from Designers, Brands, Entrepreneurs, Makers & Mentors. Our mission? To increase the success rate in the Fashion Industry by creating a dynamic fashion business eco-system. Fashion Business Mindset provides industry insights and insider access to The Future of Fashion. Hosted & created by Elizabeth Formosa, the Founder of Fashion Equipped.

Listen on Spotify Podcasts.

🌟 Process the Podcast - Arielle Thomas
Process the podcast welcomes guests of all creative disciplines, bridging the gap between art and commerce as leaders in their lane. Host Arielle Thomas hopes you love these creative conversations with some of the most celebrated names in the Australian fashion, media, and design landscape, taking a dive into their unique processes to actualise their ideas.

Listen here.

🌟Critical Fashion Studies - Dr Harriet Richards & Critical Fashion Studies
We hear a lot about ethical fashion, but what does this mean in practice? In this interview series, you'll hear from Australian fashion experts about how sustainability and diversity are shaping our local fashion industry.

Listen on Spotify Podcasts.

🌟 The Seamless Leadership Podcast - Seamless Australia

Hosted by sustainable fashion expert Clare Press. Tune in to hear industry leaders and changemakers tell the story of what it takes to build a new circular system for clothing.

Listen here.

🌟 In Fashion Podcast - Glynis Traill-Nash
Glynis talks fashion craft, commerce and connection with leaders, innovators and insiders that make the fashion world turn.

Listen here.

AFC Greenwashing & Sustainability Claims with the ACCC Webinar

AFC Members and City of Sydney businesses are invited to our next Experts & Insights Webinar on "Greenwashing & Sustainability claims with the ACCC." 

Date: 4pm, Thursday 10th October 2024

Platform: Online, via Zoom. Register here

Open to: AFC members or City of Sydney businesses. See if your business is in the City of Sydney LGA here. 

As sustainability becomes a central focus in fashion, understanding how to communicate your brand's environmental efforts is more critical than ever. Supported by City of Sydney, this session features Aimee Chadzynski from the Australian Competition and Consumer Commission (ACCC) to delve into the legal implications of greenwashing and provide practical guidance on ensuring your marketing claims are transparent, accurate, and compliant with Australian consumer law. 

A round table session will follow, where Jaana Quaintance-James,CEO of the AFC, will host a Q&A with Georgia MacKinnon from State of Escape and Rebekkah Carey-Smith from The Iconic where you’ll have the chance to openly discuss challenges and ask questions. 

Learn how to avoid misleading communication, enhance your brand's credibility and build trust with responsible consumers. This is an essential event for fashion brands committed to genuine sustainability and ethical marketing practices.

Register here

Remade in Melbourne: Country Road’s collaboration with HoMie

Country Road is excited to announce a new collaboration with HoMie, launched Tuesday 3 September. This partnership sees a limited run of iconic past-season Country Road garments reimagined into unique designs at local facility ABMT in Melbourne.

A streetwear label and social enterprise based in Melbourne, HoMie supports young people affected by homelessness or hardship.

Through its REBORN program, it is exploring reuse in the fashion industry by upcycling existing garments into unique pieces. Past-season Heritage Sweats have been reimagined through a unique process. After being sorted into size batches and colour groups, five different design blocks were chosen to cut and mix various panels like a puzzle to minimise waste.

For the logo, HoMie REBORN collaborated with illustrator Nick Campbell, with the brief and concept tagline “from the Country Road to the city streets”. A puff print ink was chosen to elevate the final design.

Speaking to this pilot collaboration, HoMie’s creative director, Marcus Crook, said:

“HoMie is thrilled to be partnering with one of Australia’s most loved and iconic brands in Country Road, so HoMie’s impact can stretch all the way from the Country Road to the city streets.

This limited-edition collection will feature 230 units. 

The sweats will be available in four select stores: Brighton, Chadstone, South Yarra, and Warringah Mall.

Shop HERE.

AFC launches Victorian TCF Manufacturing: Future Jobs, Technology and Economic Growth Report

We’re excited to announce that the AFC have launched the Victorian TCF Manufacturing Report: Future Jobs, Technology and Economic Growth. In partnership with Epson Australia, we have commissioned RMIT to, for the first-time, to quantify the current and future value of the Victorian TCF manufacturing sector.

The Report identifies five key areas to drive productivity, innovation and higher wage growth. Recommendations include: 

The current state of the Victorian TCF manufacturing industry presents a resilient sector in decline. To prevent further decline, “It’s imperative to the future of Victoria’s, and more-broadly Australia’s, textiles, clothing and footwear manufacturing industry that we collectively invest in and preference local. This sector is ours to lose. By implementing these very practical and achievable recommendations we can revive the industry, retain sovereign capability in Australia in TCF manufacturing and empower Australian brands to start, remain or even return on-shore,” Australian Fashion Council CEO, Jaana Quaintance-James said.

The Hon. Natalie Hutchins MP, Minister for Jobs & Industry, Women, and First Nations & Treaty, attended in support, stating that, “Transitioning to advanced manufacturing by adopting new technologies and upskilling will make our industries more efficient and resilient and better to meet market demands”

The report also highlights cost efficiencies and reduced waste that can be achieved should a smart-factory model be rolled out. Smart-factories utilise advanced technologies including digital sampling, digital printing and laser cutting to reduce waste and production lead times. At the launch of the report, a coat was made utilising this concept, made in collaboration with Ngali, RB Patterns, Epson and Select Textiles, and gifted to the Hon. Natalie Hutchins MP. 

 

 

 

 

 

Together, implementation of these recommendations is not just practical but symbolic. They send a message across our country —one that resonates with consumers, the industry, and brands alike: choose Australian.

Read the report HERE.

The Inspiring Journey of The Very Good Bra, the world's first Circular Economy bra

In February, eBay Australia supported by the Australian Fashion Council, proudly announced The Very Good Bra as a runner up of eBay’s 2024 Circular Fashion Fund, marking a significant leap forward in advancing circular fashion within Australia.

Stephanie Devine's journey from battling breast cancer to revolutionising the fashion industry with The Very Good Bra is nothing short of inspirational.

Faced with the daunting reality of a limited selection of non-wired bras made from natural fibres during her treatment, Stephanie saw an opportunity to fill a crucial gap in the market. In 2016, amidst global turmoil and tragedy, she embarked on a mission to create the world's first Circular Economy bra—a garment that not only provided comfort but also left no trace when disposed of.

We had the privilege of speaking with Stephanie about her ambitious plans for the future, including the development of organic cotton knits and pioneering compostable textiles, as well as the inspiration behind starting The Very Good Bra.

Tell us a bit about your background and why you started the Very Good Bra?

I have a background in financial services both in London and Australia, but in 2006 a devastating diagnosis of breast cancer completely derailed my life. I was unable to find a non-wired bra made in a natural fibre to get me through 7 months of treatment and beyond. 

The only bras available were maternity ones, a stark reminder of the devastating news I received that after chemotherapy, I would never conceive. I knew before chemo and my search for non wired cotton bras, that my fertility was over.

The weight of that realisation lingered heavily. Five years later, spurred by a desire for change, I took action. In 2016, amidst the backdrop of Trump's election and women symbolically burning their bras, it was the burning that was key here, as it generated toxic fumes. Coinciding with the tragic deaths of Delhi's impoverished from toxic fumes emitted by their desperate attempts to stay warm, I resolved to pioneer the world's first Circular Economy bra.

My bra had to leave no trace at the end of life whether buried or burnt, and after 2 years scouring the world to source plastic-free materials, I launched The Very Good Bra via Kickstarter in 2018.

Can you tell us a bit about your business model?

The Kickstarter model proved to be immensely successful as it enabled me to secure funding without relying on external financial backing from investors, a factor that had previously led to the failure of my two prior attempts at bra manufacturing. Opting to continue operating through pre-sales, I offered customers a limited-time discount approximately two months prior to delivery.

This approach not only facilitated funding but also provided valuable insights into the most popular sizes. In a business offering up to 34 bra sizes, each with high minimum production quantities, this data is crucial for avoiding overproduction of less sought-after sizes.

Despite the slow organic growth and the challenges faced, this model has allowed me to maintain control over both finances and our mission. We typically introduce only 2-3 new designs or colours per year, and the pre-sale strategy continues to be effective.

The Inspiring Journey of The Very Good Bra, the world's first Circular Economy bra

Congratulations for being named as one of the runner ups of eBay’s Circular Fashion Fund, can you tell us a bit about what’s next for the Very Good Bra?

 

I’m delighted to have been a winner in this competition! Right now I have a 200 year old factory in Germany working on making 100% organic cotton broderie anglaise knit to allow us to make something super pretty. I’m also able to custom make some world-first tencel and tree rubber elastic which is expensive and has high minimum quantities. 

Plus I’m going to start focus groups to potentially launch a teen/trainer bra as much as an education tool as to mitigate waste in a high-waste sector. We recently tackled Nursing Bras and this quickly became our 3rd best-selling product which is great, the average nursing mum goes through 4 and they all end up in landfill.

In addition, we are working with a team of experts developing a world first Australian Standard for Textile Composting which is very exciting.

 

What drives your commitment to sustainable business practices?

This business was founded with the mission to pioneer the world's first plastic-free bras, briefs, and sleepwear. That core objective remained unchanged from its inception, requiring no pivot or reinvention. The primary goal was always to create botanically circular clothing.

My passion for nature and the environment grew as I delved deeper into the textile industry, realising the magnitude of its environmental impact. I am driven to make a positive difference by reducing micro-plastics in our oceans, minimising air pollution, and decreasing landfill waste. Through The Very Good Bra, I aim to showcase a new approach to clothing design and manufacturing—one that is environmentally friendly and attainable for many.

The Very Good Bra is compostable and will breakdown in a worm farm

 

 

 

 

 

What do you envisage as being the wardrobe of the future?

 A smaller one I hope! I love clothes, but I think fashion has to focus on enduring style and quality that is not faddish and short-term. 

More than 60% of our clothing is currently polyester, which is oil, and we need to use more natural fibres which are low impact throughout their lifecycle in order to curtail the disastrous effects our clothing choices are having on the planet. Smaller, smarter, cleaner! 

Discover more about eBay's Circular Fashion Fund here, or stay informed about The Very Good Bra’s progress through their social media channels or official website.

AFC Highlights from 2023: Guiding the Just Transformation of our Industry

As we approach the conclusion of yet another year, we're taking the time to pause and celebrate the milestones achieved for our industry, all made possible through the unwavering support of our dedicated AFC Members, Patrons, and Partners. Together, we're driving a transformative journey toward a socially, environmentally, and economically prosperous circular economy by 2030, aiming for Net Zero by 2050. 

Thank you to our AFC Members for being integral to this journey — Join us in reflecting on some of our favourite milestones that defined 2023:

Launched Seamless Design & Roadmap, Australia’s National Clothing Stewardship Scheme: The Hon. Tanya Plibersek MP, Minister of Environment and Water, launched the design and roadmap for Seamless - a plan to revolutionise how clothing is made, used, and recirculated in Australia, striving for clothing circularity by 2030.

Launched ‘Advancing a Creative Industries Precinct for Sydney’ Report: Collaborating with the University of Technology Sydney, Minister John Graham, the Powerhouse Museum, and TAFE NSW, the AFC launched a report into the potential of Tech Central's anchor institutions in fostering a dynamic innovation ecosystem. 

Continued Support for First Nations People and Reconciliation: The AFC collaborated with industry leaders, brands and changemakers to launch #FashionForYes, uniting individuals who are committed to acknowledging First Nations' perspectives.

Joined the CSIRO Chief Scientist Expert Advisory Group:  An opportunity to represent our industry and offer impartial, external guidance to CSIRO regarding the national challenges and opportunities within our sector.

Second Pilot for FashTech Lab: Supported by City of Sydney, AFC partnered with leading Australian fashion brands and tech partners for FashTech Lab's second pilot, achieving notable milestones:

National Reconstruction Fund Industry Working Group Seat: Secured a seat in the ‘National Reconstruction Fund Industry Working Group’ to enhance local manufacturing capabilities in the fashion and textiles industry, aligned with government priorities.

Participation in the 'Inquiry into Perceptions and Status of VET': Committed to skill-building and creating career pathways, we contributed to the inquiry, fostering growth within our industry.

Melanie Levis' Nomination for 'ITAB Board of Management': AFC member Melanie Levis of Cue accepted a nomination to represent AFC at Manufacturing Skills Australia's 'ITAB Board of Management,' contributing to the development of local manufacturing capabilities in NSW.

Engagement in Notable Speaking Opportunities: The AFC had the privilege of sharing insights at notable events including the Ethical Consumer Report Webinar hosted by Baptist World Aid and Be Slavery Free, the Circular Economy Show presented by the Ellen MacArthur Foundation, the Sustainable Fashion Roundtable at NSW Parliament House convened by the Hon. Dr. Sarah Kaine MLC, as well as Ragtrader Live, Global Sourcing Expo, International Apparel Federation’s (IAF) World Fashion Convention in Philadelphia, Circularity Live and more.

Not yet a member? Join us to unlock exclusive resources and events, connect with our professional network, and contribute to the future of a sustainable and innovative industry. The AFC is proud to contribute 5% of membership fees to the Indigenous Fashion Fund, launching in 2024.

Seamless announces inaugural CEO and Board of Directors

The AFC is proud to support Seamless as it enters its next phase, welcoming the announcement of its new CEO and Board of Directors. We look forward to continuing our support for the new organisation, as well as current and future members, in 2024.

Seamless appoints new CEO, Ainsley Simpson

The recently formed Seamless Board, today announced the appointment of its inaugural CEO Ainsley Simpson, effective from 4 March 2024. Seamless is about creating a sustainable fashion future for the Australian clothing industry by transforming how clothing is made, used, reused and recycled in Australia.

In speaking about the CEO appointment Seamless Board Independent Chair, Rosanna Iacono, said.

‘As a respected, inclusive and values-driven business leader, Ainsley is an outstanding choice to champion our ambitious vision. She brings a wealth of strategic leadership experience and proven ability to drive sustainability best-practice, building strategic partnerships spanning government, business and industry peak bodies for intergenerational impact’.

Deeply familiar with driving sectoral change, Ms Simpson is currently the CEO of the Infrastructure Sustainability Council, a purpose-led not-for-profit, assuring economic, social and environmental outcomes for over $290 billion infrastructure investment across Australia and New Zealand. She has amplified the organisation's impact, serving a member base with a combined annual turnover of more than $50 billion.

Ms Simpson has worked in executive roles in public and private sector organisations, and holds non-executive roles on other not-for-profit boards and global committees which systematise continuous improvement and inform policy leadership so people, nature and nations thrive.

“This appointment marks the start of an exciting new chapter, and the board looks forward to working with Ainsley to drive responsible change toward effective clothing stewardship and circularity by 2030’, said Ms Iacono.

Commenting on her appointment, Ms Simpson stated “It is a privilege to be leading this important work on behalf of the founding and future members who are at the forefront of circularity in Australia; and contributing to transforming the way clothing is made, enjoyed and recirculated on a global scale’.

“My immediate priorities will be meeting our existing and imminent members and activating initial outcomes across our four strategic objectives; circular design, circular business models, closing the loop and citizen behaviour change.

The appointment represents a major milestone toward activating clothing stewardship in Australia.

Seamless Board of Directors

The Seamless Board is made up of a representative from the Australian Fashion Council and nominated representatives from each of the eight Seamless Foundation Members :

The Board is also currently recruiting two independent directors that will bring relevant specialist knowledge and skills across the clothing supply chain from clothing design, reuse and recycling and an independent director acting as Guardian of Nature, that will bring relevant specialist knowledge and skills in relation to the natural world and the non-human species that inhabit it and/or social impact.

Brands are encouraged to register their interest to remain up to date with Seamless.

Progress Update: Seamless Completes Phase One, Achieving Key Milestones.

The National Clothing Stewardship Scheme, Seamless, is a first of its kind and aims to transform how clothing is made, used and recirculated in Australia to achieve clothing circularity by 2030. 

On October 28, 2023, the Seamless Transition Advisory Group (TAG) concluded its fourth and final meeting, passing the baton to the new independent not-for-profit stewardship organisation under the oversight of the Board of Directors.

Since its establishment in June 2023, TAG members have demonstrated remarkable dedication to establishing a new entity in line with the transition plan's first stage. 

“The core goal of Seamless is creating a circular clothing industry by 2030, where responsible stewardship and citizenship are embedded across the entire clothing lifecycle.” – AFC CEO, Leila Naja Hibri said. 

Key achievements of the Seamless TAG to date:

“Change starts with all of us, and industry collaboration is a huge part of making the greatest impact,” said Michelle Pacey, General Manager for Product. “Cotton On’s partnership with Seamless is an important step in the right direction as we work together with other brands to find industry-wide sustainable solutions.” 

The TAG is made up of Foundation Members of Seamless along with a range of clothing supply chain specialists including NSW Environment Protection Authority, Charitable Recycling Australia, and Waste Management and Resource Recovery Association. 

The clothing industry was further represented by A.BCH, Bassike, Future Fashion Agency, and the Australian Fashion Council. 

“The diverse thinking and thoughtful contributions of all TAG members have resulted in the development of a Constitution and the appointment of an Executive and Governance Board where joined-up thinking and action will underpin the delivery of ambitious industry transformation and optimal outcomes for all key stakeholders” – said Rosanna Iacono, Independent Chair of the Seamless TAG

In November, the newly formed Seamless Board will initiate the selection of an independent Chair, Directors, and the CEO.

Brands are encouraged to register their interest to remain up to date with Seamless.

Discover the Melbourne Fashion Week Conversation Series

We are excited to support three inspiring Conversations for this year's Melbourne Fashion Week. Presented by Creative Victoria, this year's Conversations moderated by Janice Breen Burns will explore the potential of circular fashion design in Melbourne, new-age fashion tech careers and the era of transparency and connection in the fashion supply chain.

AFC Project Director, Danielle Kent will be joining Conversation One: Circular Fashion in Melbourne to talk about Seamless, Australia’s first Clothing Product Stewardship Scheme, creating a roadmap to circlarity by 2030.

MFW Conversation Series will take place on Wednesday, October 25th at Wesley Place.

CONVERSATION ONE: CIRCULAR FASHION IN MELBOURNE
9:00am - 9:45am

Motivated by the environmental impact of fashion, many in the industry are embracing the idea of circular design. Examining whether our city can make the change, this panel will compare circular economy principles to Melbourne’s fashion industry in relation to the wider global practice.

Panelists: Dr. Vaibhav Gaikwad (Head of Sustainability and Ethics, ELK), Danielle Kent (Project Director, Australian Fashion Council) and Lauren Hart McKinnon (Studio Manager, Future From Waste Lab)

Buy Tickets.

CONVERSATION TWO: FASHION TECH CAREERS
10:15am - 11:00am

Get ready to expand your horizons beyond conventional career paths in fashion – think workshops and runways. Pioneers of virtual reality, gaming, and technology will share how they’re carving new niches in the industry.

Panelists: Estelle Michaelides (Micky In The Van and Saint Stella M), Dan Tse (INJURY) and Darren Vukasinovic (Artist)

Buy Tickets

CONVERSATION THREE: TRACKING CHANGE
11:30am - 12:15pm

Technology is ushering in a new era of transparency and connection in the fashion supply chain. Hear from local designers who are leveraging the emerging possibilities of the digital revolution, from authenticity tracking and tracing fiber origins to forging direct links between brands and consumers.

Panelists: Marcus Crook (HoMie, REBORN), Saskia Fairfull (Founder, Metarial),
Rebekah McQuoid (Development Manager, FibreTrace) and Mark Scott (Program Manager, Woolmark)

Buy Tickets

 

Save 20% by purchasing the MFW Conversations Bundle and gain access to all three discussions. View the full Melbourne Fashion Week program here.

Progress Update: Seamless breaks new ground appointing new independent Director

The National Clothing Stewardship Scheme, Seamless, aims to transform how clothing is made, used and recirculated in Australia to achieve clothing circularity by 2030.

On 28 September 2023, the Seamless Transition Advisory Group (TAG) had its third meeting with a clear objective to progress the establishment of the Product Stewardship Organisation (PSO) through the development of a new Constitution and Board of Directors. 

Foundation members of Seamless; Big W, David Jones, Lorna Jane, Rip Curl, RM Williams and THE ICONIC, along with a range of clothing supply chain specialists including NSW Environment Protection Authority, Charitable Recycling Australia and Waste Management and Resource Recovery Association attended the meeting.

The clothing industry was further represented by A.BCH and the Australian Fashion Council.

The latest Foundation member, Sussan Group, joined the meeting for the first time. 

“The Sussan Group is looking forward to helping shape the conversation and recommendations for the proposed scheme. We are excited to be working alongside our Seamless partners on potential solutions to solve the issue of textile waste” said Rebecca Hard, Sussan Group CEO. 

The newly created Constitution establishes a robust framework with clear objectives related to clothing circularity and outlines the role of supply chain stakeholders in the governance of the organisation.

Notably, the new Seamless PSO is breaking new ground in Australia by appointing an independent director responsible for serving as a Guardian of Nature. This dedicated role is focused on representing the interests of nature, all species, and the environment as a whole.

“I commend the Transition Advisory Group for embracing a progressive approach in the establishment of the constitution, ensuring that the organisation will be genuinely focused on positive outcomes for planet, people and economy and inclusive in the breadth of stakeholders whose voices will be heard in the delivery of strategy,” said Rosanna Iacono, Independent Chair of the Seamless TAG.  

The TAG’s next meeting is scheduled for 26th October 2023 to finalise its role in the establishment process and to handover to the newly established PSO and its Board.

Register your interest.