Gold Coast-based Lifewear Fashion is changing the game, one design at a time. Focussed on bringing Indigenous artists to the forefront of the industry, the brand aspires to reach every demographic of Australian, “no matter what cultural background they come from.”
Earth Traveller Kimono $42
Catering to Aussies from all walks of life, Lifewear’s ranges for women, men and kids include formal, casual, active and swimwear, with sizes running from XS to 8XL. The hero of each piece is unique Indigenous artwork, commissioned by a range of artists, from Alisa Walsh to Raymond Walters Japanangka and Marou Wing.
For women, you’ll find sports bras decorated in bright dot paintings and bikinis in the colours of the Aboriginal flag, amongst a sea of silk sarongs, scarves and the like.
Mens’ formal sets – two ties and a pocket square in a range of designs – make the perfect addition to any suit.
Language Connection necktie with pin $30
Founded in 2014, Lifewear prides itself on providing a seamless, high-quality experience across all aspects of the brand – from point of purchase, to each wear. Each piece is expertly crafted to the highest quality, so that it may be worn – as the name suggests – for life.
Of chief concern to Lifewear is the representation of emerging Indigenous artists, many of whom they’ve collaborated with after stumbling across them online, either via Instagram or having finding their exhibition pages.
The ultimate goal of the brand is to represent Indigenous Australians in an ethical manner. The shifting nature of Australian fashion towards more ethical and sustainable measures is not lost on Lifewear. They hope to contribute to this by ensuring the designers and artists they work with are given the recognition and platform they deserve.
Lifewear is proud to “value inclusiveness and authenticity and ensure that everything we create and do reflects these values.”
Sophia Sorensen, Lifewear’s marketing manager says, “We are always on the hunt for people to collaborate with – whether it be artists for a collection, or writers for our blog. If you believe in our brand ethos, and would like to be a part of the Lifewear Community, we’d love to hear from you.
Get in touch via email: sophia@lifewear.com.au
At the moment, Lifewear is available exclusively at lifewear.com.au, however they say to “keep your eyes peeled next year” for pieces in retail stores.
