Photo credit: Savannah van der Niet
Hinterland born and raised Felicity Cooney is bringing her passion for sustainability and quality, hand-made fashion to an Aussie market saturated by wasteful, low-cost chain retailers.
The Parsons New School alum – who also studied at Central St Martins – says it was her mum that introduced her to fashion, and that she “knew [she] wanted to be a fashion designer from about 13 years old,” but had started making her own clothes from age 10.
Missing the bright colours of Australia whilst living in a bleak, dark Brooklyn winter, Felicity released her first collection of “bright, fun” accessories in 2015. “Colour really affects mood,” so Felicity likes to inject it wherever she can.
What began as bags and shoes made from sustainable Queensland kangaroo hide grew into an apparel line thanks to customer demand. “Customers kept asking me about the clothing [I styled in photoshoots, and that] tipped me into starting the clothing line,” says Cooney, who uses bright, colourful and architectural styles to complement her accessories.
Concerned by the amount of waste she experienced when working for DKNY, Felicity is taking her solo venture as an opportunity to implement sustainability methods in every aspect of her creative process. “The fashion industry wastes on average 30% of the fabric” used for pattern-cutting, says Cooney. Her solution? A “zero-waste [pattern-cutting method that] aims to have less than 5% of fabric wasted.”
And the onus of waste is not only with the designer, but also the wearer. “I think one of the most environmentally conscious things that we can do is take care of the things that we already have,” says Cooney, who believes her designs, if taken care of properly, can last a lifetime, or even be passed down generations.
By creating size-flexible garments, Felicity is facilitating a shift in fashion consumption. Having a small amount of quality, handmade pieces that fit forever means less waste – environmentally and financially.
As the Felicity Cooney brand grows, Felicity says she will remain as ethical and sustainable as possible. “I would love to start working with producers overseas to create safe, sustainable factories that are women-driven and have child care. Growth also allows me to work with larger manufacturers on new fabrics and technology which is so exciting.”
Shop Felicity’s designs at felicitycooney.com.