Australians are living through some of the most challenging economic pressures in decades. It’s understandable that for many, buying clothing has gone from a seasonal pastime to a luxury, with consumers “downshifting” to more affordable brands.
But, as a recent study from the Australia Institute showed, despite the cost-of-living pressures, fashion consumption is at an all-time high. The average Australian now buys 56 items of new clothing a year, more than any other country in the world based on population. And, as the average value of each new garment – $13 – suggests, a large slice of that is from fast-fashion companies with questionable records on everything from the use of toxic chemicals to workers’ rights.
Not everyone has the means to buy from high-end, local brands, but the idea that local costs more isn’t true. There is a wide array of Australian-owned brands at more accessible prices. And no one is asking you to buy the whole store – just a T-shirt or a pair of earrings helps. Sure, buying Australian-made gives us the warm fuzzies, but buying Australian-owned – even if it’s made in China or Turkey – still helps keep our industry vibrant.
Lesleigh Jermanus, founder of Alemais, says most of her brand’s sales come from overseas.Credit: Eddie Jim
The reality is that Australian consumers, even (and especially) the well-heeled ones, can do more to support local brands. One of the country’s biggest post-COVID success stories, Lesleigh Jermanus of Alemais, recently told The Australian Financial Review that 80 per cent of her sales now come from overseas. Another designer told me recently that if not for her international accounts and clients, she would not have a business after nine of her Australian stockists closed down.
As the AFC secures more funding and government support for fashion manufacturing, there is something just as important that we can do: shop Australian. If it seems like this call to action is a familiar refrain, it’s because it’s evergreen. And yet, for an industry that brings so much to the economy, we keep failing to give Australian fashion the love it deserves. So, for the hundredth time: buy less and buy local. Now, someone pour me a wine.
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