ethical brand gets back to basics

14 July 2010

3Fish, a new player in the basics sector, will be showcasing its ranges for the first time at Fashion Exposed, offering an invaluable point of difference in the form of 100 per cent ethically made clothing.

3Fish co-founder and general manager Natalie Dillon said the brand had gone through a rigorous process to ensure that every part of its supply chain, from cotton growing, to spinning, through to the final product, met with Fairtrade standards. The brand's basic range was also created to fill a gap for value for money clothing that was sustainable and of the highest quality, but also carried a reasonable price tag.

"I think people, in particular women, who are ‘high involvement' shoppers, are really crying out for basic clothing that's ethical and that they can put in the washing machine, knowing that when they take it out again it will look exactly the same."

Despite launching this time last year in the middle of economic doldrums, Dillon said consumers were also prepared to pay more for quality and durability.

The brand's success to date, which had seen it retailed in 50 stockists across Australia since launch, had ensured economies of scale that would allow its makers more freedom with new styles and colours, she said, adding that Fashion Exposed would see the launch of the brand's expanded lines.

"We are very excited about our new additions to our range, currently in pre-production in India. We are starting to branch out into gorgeous new Fairtrade, organic fabrics, while at the same time giving Australian high streets some very wearable alternatives to conventional cotton. "

A highlight of forthcoming ranges would be a new piece known as the ‘ELBD', Dillon added.

"Once upon a time there was the little black dress - or LBD; every wardrobe's hardest working, and hardest partying, frock. Enter paradigm shift. Apart from being infinitely wearable, our ELBD (ethical little black dress) has a new story of humanity woven into every fibre."

3Fish's upcoming ranges would also presents fluid summer layers in new Fairtrade and organic fabrics, including an injection of colour, stripes and depth, with new fabrications including slub finishes and super light weigh voiles, the latter of which will be used in another new frock style dubbed ‘Whisper'.

3Fish will showcase its ranges at Fashion Exposed from 29-31 August at Melbourne Exhibition Centre.

www.3fish.com.au