Melbourne label Aunad is making comfortable, conscious basics
WORDS BY CAIT EMMA BURKE
“I’m blessed to be able to do what I love, and it’s very motivating to see the growing interest in supporting slow fashion.”
Like many creatives Fashion Journal speaks to, Danya Floyd hadn’t considered launching her own label until the pandemic hit. “I never intended to start a clothing brand. I needed some new clothing for myself during Covid so I thought I’d attempt to make some since I had plenty of spare time. From there, it organically grew into a business,” she tells us.
The resulting label is Aunad, and its focus is on making comfortable, conscious basics. Every item is locally made in Australia and as her label grows, Danya feels determined to keep manufacturing onshore so she can reduce carbon emissions and easily monitor the quality of her garments.
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Her pieces are primarily made from deadstock fabrics and naturally derived fibres, and the idea is that they’ll be those solid, dependable basics you turn to time and time again. Below, Danya shares what the journey of building Aunad has been like so far.
Tell us about you. What’s your fashion background?
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I did textiles in high school but that’s as far as my fashion background goes. I have always loved anything creative and sewing was something that I found quite therapeutic as well as practical. My mum made a lot of my clothes when I was young so I definitely gained some interest in sewing from her, but otherwise, I am pretty much entirely self-taught.
How did the label get started? Talk us through the process and the challenges.
I never intended to start a clothing brand, I needed some new clothing for myself during Covid so I thought I’d attempt to make some since I had plenty of spare time. From there, it organically grew into a business. Learning to sew and operate machines was one thing and presented many challenges, but I found patternmaking and particularly grading to be the biggest struggle.
I taught myself through books and YouTube, but ultimately the best way to learn for me is through experience. I would spend months sampling patterns and trying to gauge what went wrong and how to fix it. I have come a long long way but I’m still always learning and facing new challenges all the time!
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
My desire to make clothes for myself stemmed from wanting to wear clothing that was both comfortable, sustainable and ethically made. I didn’t want to contribute to fast fashion and spend my money on temporary pieces that aren’t made to last and are likely headed for landfill. This has passed through into Aunad as the key focus is on creating high-quality simple pieces that are designed to keep forever.
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I strive to use the most sustainable fabrics I can find, whether it’s deadstock or naturally derived materials. The brand has also now evolved to have a strong focus on supporting local Australian businesses. All pieces are made entirely in Australia as well as a majority of my packaging and fabrics. I felt very strongly about keeping my business within Australia to reduce carbon emissions from shipping offshore, as well as being able to really monitor the quality of my garments.
How would you describe your label to someone who’s never seen it before?
An Australian brand focused on ethics and sustainability. The garments available at Aunad are designed with comfort in mind and are timeless and simple in design. They are high quality so they are more likely to last a lifetime, through all seasons.
What are you most proud of in your work on your label?
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All aspects of the business have been entirely self-taught, mostly through trial and error. I often fail to recognise how much I’ve learnt but at times I reflect on how far I’ve come and I’m quite proud of that. I’m also proud of the fact that throughout the four years of running this business, I have maintained my core value [of] being ethically and Australian-made, despite the many challenges this has presented.
What do you wish you knew when you started?
I always wanted to have a business of my own to be able to have creative freedom and to choose my own schedule, what I didn’t realise is that running a business actually requires a huge commitment both in time and thought. There aren’t many moments in the day when the business isn’t occupying my mind.
I think I definitely had a skewed perception of what it would be like to be self-employed; starting a business definitely isn’t easy. I’ve never been so invested in a job before, and passion certainly makes it difficult to separate work from personal life, but I think it’s important to try and make time outside of the business for my own sanity.
What about the local fashion industry needs to change?
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There is a noticeably growing demand for ethically made, quality clothing, however as the slow fashion industry grows, fast fashion fights back harder producing clothing at a higher volume for a cheaper price. We are definitely headed in the right direction, but I think there’s definitely more education needed about the importance of ethical clothing.
We also need more transparency from brands showing their production processes and material sources so customers can be aware of what they are supporting with their dollars.
Who is in your wardrobe right now?
I have moved around quite a lot so I aim to keep my wardrobe very small, almost a capsule wardrobe. Other than of course Aunad pieces I’m obsessed with the Melbourne designer that I’m sure we all know, Karla Laidlaw. I have a lot of her pieces and have been living in them for several years!
Of course, I also love an op shop find. I’m always drawn to pieces that need a bit of TLC that I mend in my studio to fit the exact way I want. This allows me to be creative while reflecting my desire for sustainability, to prolong and repurpose the life of garments.
How can we buy one of your pieces?
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I sell the majority of my pieces on my website, aunad.com.au. You can also find select pieces at my stockists around Australia. Jack Jack store in Newcastle, Sister Buffalo in Darwin, Bryher Store in Queensland and Stride Store, a sustainable online retailer. I also try to do regular markets, mostly Fitzroy Market in Melbourne.
Anything else to add?
The fashion industry is very competitive and there are a lot of amazing brands, so I am honoured that anyone who has ordered from me has decided to spend their hard-earned money on my pieces. It never ceases to make me smile every time I get an order, especially from a repeat customer.
Anyone who has a business will know how heartwarming it is to have customers who support your work. I’m blessed to be able to do what I love, and it’s very motivating to see the growing interest in supporting slow fashion.
Explore Aunad’s range here.
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