I wanted to take a moment to chat with you about something that’s not the easiest to talk about, but I know it’s important for you to understand. We are raising our prices, and I wanted to share the why behind this change. As much as I hate to admit it, numbers matter for the long-term health of the brand, our commitment to sustainability, and importantly, my wellbeing as a founder.
Supporting My Wellbeing as a Founder
Running a slow fashion business is such a huge passion of mine—it’s been a dream come true to create clothing that empowers women and respects the planet. But as many of you know, being a small business owner is tough. It's not just about making sure the clothes are beautiful and the process is ethical, but also about making sure I can continue doing what I love, while maintaining my own wellbeing.
I’ve spent years underpricing my work, trying to keep things affordable for all of you. I did this because I wanted to make good fashion accessible and ensure it was as inclusive as possible. But over time, I’ve realised that this approach isn't sustainable for me, the brand, or for our collective attitude towards the clothing. My mentor, who’s been helping me navigate this journey, gave me some tough but invaluable advice: if I want to continue doing this work and live a life with less stress, I need to honour the value of my work and ensure the brand is built on a foundation of healthy business practices.
The Need for Wholesale and Income Streams
In order to make this brand sustainable—not just for me, but for all the amazing artisans, makers, and suppliers we work with—I need to expand the way we generate income. And that means looking at wholesale. I’ve been resisting it for a long time because I truly believe in the value of direct-to-consumer relationships.
But the reality is that wholesale allows us to generate a second income stream, which helps keep the lights on and supports our mission to produce beautiful, ethical clothing in small batches. It will also provide the buffer we need to continue developing new products and keep improving our practices. This expansion means we can not only weather the ups and downs, but it also means that we can provide more jobs to amazing people who share our values.
Why This Price Rise is Necessary for Business Sustainability
So, here we are. The price rise is a step I’m taking to ensure that Slow Fashion Australia can continue, while staying true to its mission of sustainability, ethics, and empowerment. It's not just about covering the increased cost of materials and labour (though that’s certainly a factor!). It’s about creating a healthier, more robust business which can continue to give you beautiful pieces that are both timeless and sustainably made.
I know this change might feel uncomfortable for some, and I don’t take that lightly. But as much as I want to continue offering affordable options, I also need to run a business that supports me and allows us to create a positive impact on both our customers and the environment. This price increase will allow us to maintain the quality fabrics and ethical production we’ve always promised—and ensure the future of the brand.
I’ll be sharing all the specifics over the coming weeks as we move towards the price rise date of July 9th. For now, the most important things to know are:
Storyline collection
Everything currently in clearance will remain there until sold out. When we bring those styles back in the future (in new prints) they will come in at higher prices. Everything which is not in clearance will be going up on the 9th July. So this is a great opportunity to grab a piece at a bargain price.
Dalee Ella collection
We are gearing up to release a new collection to preorder on the 22nd July. These new pieces will carry the price rise. All our existing stock on the website will remain at current prices, until sold out.
Thank you so much for being part of this journey. Your support means the world to me, and I’m so excited to continue offering you beautiful, meaningful pieces that truly reflect our shared values.
With gratitude and love,
Clare
Founder, Slow Fashion Australia
Clare
Founder, Slow Fashion Australia
