The heritage Australian fashion label you haven’t heard of yet, but really should

Goondiwindi Cotton has been pivotal in Australian fashion for over 30 years. 

One of the most common questions we’re asked by Fashion Journal readers is where to find quality basics. With a rising deference to capsule dressing, it seems more Australians are in search of well-cut, well-made pieces they can keep and wear for years to come, without fraying hems or itchy fabrics. Bonus points are given to pieces that are made locally and that don’t cost the earth. 

To that end, Goondiwindi Cotton might be one of the Australian fashion industry’s most underrated labels. The regional Queensland-based label has been generating timeless, seasonal collections for over 30 years, using mostly 100 per cent natural fibres like cotton and linen. More than that, though, the label showcases the often-overlooked creative excellence that comes from regional Australia.

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When the brand was created over 30 years ago, the goal wasn’t just to make clothes. Rather, owner and founder Sam Coulton hoped to bring new employment opportunities to the community in Goondiwindi, where the Coulton family farm was based.

Decades later, the brand’s design, logistics, marketing and customer service departments remain in Goondiwindi (bar two staffers, based in Melbourne), supporting the employment of the town’s people and businesses. 

From farm to wardrobe

Goondiwindi Cotton’s roots haven’t shifted much since its inception in the early ’90s. Its story began when Sam took lint cotton from his family’s farm to a spinning mill in the hopes of creating cotton yarn for knitting. The first production yielded enough for 20,000 T-shirts, sparking an idea for a fashion label that Sam couldn’t quite shake.

An interaction with a fashion manufacturer (and consultant to Australian surf label, Piping Hot) soon followed, and Coulton Farming was quickly connected to opportunities across the wider fashion industry. 

The clincher came when Sam attended a meeting at the local chamber of commerce, held to promote local employment in the area. There he met patternmaker Louise Lye, who would become instrumental in bringing Goondiwindi Cotton to life. She was teaching dressmaking to TAFE students at the nearby town of Boggabilla, just 10km across state lines. Together, the pair began to connect dots. Louise was seeking employment opportunities for her students, Sam had a window to create them.

Sam soon struck an agreement with the New England Institute of TAFE in NSW. Louise would train her students and, at the same time, oversee the production of garments for Goondiwindi Cotton. “I trained local women in production for over a year, teaching them sewing, bulk cutting and garment finishing. Once they completed the course, they worked from home sewing,” she explains. “We had women getting paid for something they loved doing. For many, it was their first paying job.” 

In 1992, Goondiwindi Cotton launched its first collection. Around 5,000 T-shirts and polos were produced with local sewists, with quality control, pressing and packaging all taking place in Boggabilla.

An evolution 

Over 30 years later, Goondiwindi Cotton still focuses on cotton T-shirts and polos, but with some changes. It’s expanded its two-part offering to a much wider selection of apparel, including denim, dresses and outerwear. It’s also introduced cotton blends, adding natural fibres like linen and more practical elements like spandex for improved durability. 

In the years since its launch, fabric sourcing and manufacturing have shifted offshore, as Australian mills have closed and local expertise has dwindled. It’s a move the brand is transparent about and stands behind. 

Still, quality sits at the label’s heart. With both roots and operations in regional Queensland, Goondiwindi Cotton continues to cater to locals and their specific needs. This means pieces need to withstand daily washing, constant movement and hours in the harsh Australian sun. Comfort is key, as is colour-fastness and durability.

Louise notes these factors are all central to the brand. “Customers often call our office about garments they purchased 15 years ago, which are still looking good,” she says.

It’s an inherently sustainable approach to design and manufacturing that many local labels are aspiring to, and a handful are executing well. Louise pinpoints Kowtow as a dream collaborator for Goondiwindi Cotton, with the Kiwi label having recently removed plastic from the entirety of its collections. “I love how Gosia Piątek’s whole range is all about using natural fibres. The environment is clearly so important to her – she focuses on the sustainability aspect of every detail in the garments,” Louise explains.

Likewise, she’d like to see consumer habits shift. “I’d love to see Australian consumers buying more 100 per cent natural garments that are made to last. Consumers need to rethink purchasing garments from fast fashion chains, especially those made from polyester.” 

For those ready to rethink, Goondiwindi Cotton is a great place to start. After all, anything built to withstand the rural Australian lifestyle will surely survive the paces of your wardrobe. 

Shop the collection at Goondiwindi Cotton here or browse over 200 Australian stockists here.