The outdoor industry is clouded by greenwashing, but we're committed to authenticity
Quality Over Quantity
We don’t engage in fast fashion or chase fleeting trends like Black Friday or Cyber Monday. We believe such events promote unrestrained consumerism, exacerbating issues like inequality, carbon emissions, and landfill waste. Instead, we advocate for thoughtful purchases—investing in quality gear that lasts. Our fair sales, seconds, and last-chance deals are available year-round, without pressure. As we like to say, “Skip the hype, keep it real.”
Local Manufacturing
We proudly manufacture 98% of our garments right here in Australia. Our products carry the Australian Made logo, backed by a third-party accreditation system certifying them as genuinely Australian. Supporting Australian-made products helps strengthen local communities and preserve our way of life. In contrast, overseas manufacturing often involves exploitative practices, where workers face unfair conditions, low wages, and unsafe environments.
Transparency
We source our Merino wool directly from Australian farmers. Every piece of clothing we produce is fully traceable back to the farm it originated from. While this may seem like common sense, many outdoor brands source their Merino wool overseas, making the provenance and purity of their materials uncertain.
Ethical Practices
Animal welfare is at the core of our values. We exclusively partner with growers who prioritise humane animal treatment—guaranteed non-mulesed—and responsible land management. Our products are also certified under the Responsible Wool Standard (RWS), ensuring ethical and sustainable practices throughout the supply chain.
Natural Fibre Focus
Merino wool is a natural fibre, making it an environmentally friendly choice. If you were to bury one of our green tops in your garden, it would naturally decompose, returning to the earth.
We are concerned about microplastics. We’ve recently launched our Ecofriendly range featuring garments made with 100% Merino wool. Additionally, we've replaced plastic buttons on our Henley tops with durable coconut shell buttons. While the rest of our range also uses premium Merino wool, we include minimal amounts of polyamide or elastane to enhance durability and stretch.
Responsible Packaging
Our packaging is crafted from 100% recycled plastic waste collected from the ocean and is certified by B Corporation. Although soft plastic is challenging to recycle, it remains our top choice as biodegradable alternatives we've tested didn’t provide sufficient protection during transport. We use biodegradable protective garment bags, cardboard boxed and satchel mailers when the weather permits. However, wet weather damages these options, so we must find a balance between ensuring your new gear arrives in perfect condition and minimising waste and single-use plastics.
Too Good to Waste
Recognising the significant contribution of the textile industry to landfill waste in Australia, we launched our 'Too Good to Waste' initiative in 2021. Instead of discarding imperfect garments, we donate them. We encourage our customers to repair minor flaws or wear these items casually, for gardening, or layering. Together, we can make a difference in reducing textile waste in Australia.
