Australia is trying to kick its fast fashion addiction. The environmental and ethical prices of clothing overconsumption are increasingly playing on the minds of consumers, businesses, non-profit organizations, and government agencies across the country. Nonetheless, Australia’s fashion industry still has a long way to go to transition to a more circular structure.
worldwide. Alongside this, the industry significantly contributes to Australia’s waste crisis, with thousands of tons of
each year.
Which brands are ‘in fashion’ in Australia?
In tandem with social media, influencer endorsements,
e-commerce expansion, and mounting sustainability awareness, Australia’s apparel market is adapting to cater to shoppers’ diverse style preferences and fashion trends, from casual wear to high fashion. Australia boasts several local clothing and surfwear brands that have gained global attention, including Billabong, Cotton On,
The Iconic, and Rip Curl. Alongside these domestic brands, online-only retailers and international fast fashion giants, such as Shein and ASOS, and emerging local designers, make up the country’s fashion landscape. Department store chain Myer was the
most visited apparel website among Australians in 2024, with other popular options encompassing individual brand sites, multi-brand sites, and resale platforms like Depop.
Australia’s clothing imports outpace local production
Due to higher population densities, New South Wales and Victoria are home to the majority of
Australia’s clothing retail businesses, with the two states collectively comprising over two-thirds. While Australia does produce apparel locally, a sizable proportion of clothing in circulation is imported; the country sits amid the top apparel-importing countries globally. China is by far the
key import partner for clothing into Australia, followed by Bangladesh and Vietnam. Trousers, shorts, jerseys, and shirts are among
Australia’s most common apparel item imports.
Seamlessly shifting to a circular structure
In June 2023, the Australian Fashion Council (AFC) launched its ‘Seamless’ initiative in the hopes of transforming the country’s fashion industry. The scheme aims to improve
Australia’s reuse and recycling of clothing and textiles by fostering circular business models, expanding collection points, incentivizing sustainable design and production, and encouraging consumer behavior modification through re-education campaigns on acquisition, care, and disposal. The council endeavors to put
Australia’s fashion industry on the path to circularity by 2030, with major retailers, including BIG W, Cotton On, David Jones, and The Iconic, committing to the scheme.
Translating awareness and intentions into action
While Australia’s transition from fast fashion excess to moderate clothing consumption patterns is progressing slowly, there are signs of movement. As sustainability comes into focus across many industries, the clothing industry has been placed under the microscope. The environment, garment worker safety, fair wages, child well-being, and animal welfare have become
key considerations among Australians when acquiring new clothing items. Alongside this, more consumers are reassessing their clothing repair, disposal, and resale practices. With
consumer drive to purchase sustainably prevalent nationwide and increased pressure on brands to provide eco-friendly and ethically produced apparel, from manufacturing processes to end products and distribution, the AFC’s goals may come to fruition.
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