Fast fashion is big and popular, but it isn’t for everyone.

In Australia, ABC’s News Breakfast is the 2nd most popular morning TV show, which is interesting considering it comes from an under-funded, non-commercial channel.

Famously, the hosts wear the same outfits over and over again. This is normal and natural and what grown-ups do.

Rather than being dictated to by fashion, we can do the opposite. Choose clothing for its style + functionality + quality material + with a conscience.

We can take ownership of what we choose to wear, literally.

Introducing the world’s first clothing brand where the wearers are the owners.