Busy, whimsical and just the right amount of tacky: Introducing Sydney-based label Saigey
photography by Abraham de Souza
words by daisy henry
“Inclusivity is a massive part of the brand and culture I want to create, so I’m always working on expanding my size range and designing more gender-neutral styles.”
I first came across Saige Coleman’s eponymous label, Saigey, in one of the fashion shoots featured in our newly re-launched print magazine. Pictured in the series, Hello Hazel, Saigey’s pink and black knitted jumper immediately caught my eye and after scrolling through the label’s designs online, I realised it wasn’t just a one-off.
Every one of Saigey’s designs feels unmistakably loud, maximalist, busy and playful – in all the best ways. They’re the type you might see in a magazine or on a stylist’s Instagram, but are also pieces you can imagine investing in for yourself.
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While many of us were bingeing old TV shows, Saige spent Covid lockdowns teaching herself how to knit with the help of online tutorials and Facebook groups. “What started as a way to pass the time quickly evolved into an obsession,” she says. After realising how time-consuming each garment was to make, Saige invested in a vintage Brother KH70 machine and her original Instagram handle, ‘Crochet_Bae’ evolved into Saigey.
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Tell us about you. What’s your fashion background?
Hey! I’m Saige, a 26-year-old knitwear designer living in Sydney’s inner west. I’ve always had a hand in sewing and creating, but during a stint of unemployment in the 2021 lockdown, I discovered my real passion: knitwear.
Armed with a crochet hook and a knitting machine, I taught myself everything from scratch through YouTube tutorials and Facebook groups. By day, I work as a buyer at Reunion, a buy-sell-trade store that aligns with my passion for vintage and designer fashion while championing the sustainable practices that are so important to me.
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How did the label get started? Talk us through the process and the challenges.
I had picked up and put down the crochet hook several times before finally mastering it during lockdown. What started as a way to pass the time quickly evolved into an obsession. I created an Instagram account to showcase my creations, aptly named ‘Crochet_Bae’. Initially, my followers were mostly friends and other crochet enthusiasts from around the world.
Before long, I began to attract attention from local stylists and stores. In 2022, Distal Phalanx approached me about stocking some of my pieces, marking the moment when Crochet_Bae transformed from an Instagram handle into a full-fledged label. However, I soon realised that crocheting each garment was far too time-consuming and started to strain my hands and wrists. The juice just wasn’t worth the squeeze, per se.
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That’s when I developed an interest in machine knitting and acquired a vintage Brother KH70 from marketplace. It took me about a year to properly master the machine because it was quite finicky and unpredictable. However, I quickly fell in love with machine knitting, not only for its time efficiency but also for the versatility of the machine, especially when working with punch card designs. This was the turning point when Crochet_Bae metamorphosed and became Saigey.
How has your brand evolved and what are you trying to achieve now?
In the early days of the brand, my primary aim was to craft unique, handmade knitwear that also served as wearable art. This process was very self-fulfilling and a way for me to personally connect to my craft and the community around it. As I evolved as a designer, I realised the vital importance of sustainability in fashion, which reshaped my values and my approach to creating.
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Now, with Saigey, I want to highlight the importance of thoughtful shopping and the beauty of slow fashion. Each collection focuses on handmade quality and uses local materials. Inclusivity is a massive part of the brand and culture I want to create, so I’m always working on expanding my size range and designing more gender-neutral styles.
How would you describe your label to someone who’s never seen it before?
Kitschy, colourful, stripy, playful, preppy, loud, coquette, blokette, maximalist, busy, whimsical, nostalgic and gaudy – each piece is unmistakably handmade, with just a touch of tacky for good measure.
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What are you most proud of in your work on your label?
As someone who makes everything in my bedroom and hasn’t studied fashion, I feel a sense of accomplishment in every aspect of my journey! The number one thing I’m most proud of with Saigey is the incredible community that’s formed around the brand. Seeing people connect with my work and with each other has been super rewarding. I’m also really grateful for the stockists who believed in my vision and gave me a platform to share my designs.
On a personal level, I’m proud of how I’ve persevered through the challenges – the ups and downs of building a label from scratch. It hasn’t always been easy, but staying true to my values and continuing to create feels like a big achievement. The most exciting milestones are still ahead. I’m thrilled to be working towards a drop for an international stockist and relaunching my website. I’m also collaborating with another designer on a project that I’m really excited about! I feel incredibly grateful for these opportunities and for the chance to keep growing the brand in ways I hadn’t imagined when I started.
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What do you wish you knew when you started?
Honestly, I wouldn’t change a thing. As challenging as the journey has been, every bump in the road taught me something valuable. The lessons I’ve learned through trial and error have shaped both me and the brand. Without those experiences, I don’t think I’d be where I am today!
Who do you think is most exciting in Australia and New Zealand fashion right now?
There’s so much incredible talent in the Australia and New Zealand scene right now! My top picks at the moment would have to be Ramp Tramp Tramp Stamp, Maroske Peech and Calli Comical.
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What about the Australia and New Zealand fashion industry needs to change?
The Australia and New Zealand fashion industry needs to focus more on sustainability and deal with overconsumption. Fast fashion has created a throwaway culture where quality is overlooked in favour of quantity and short-lived trends are prioritised over durability and longevity. It’s disheartening to see this, but we’re fortunate in Australia to have many small brands that produce their pieces ethically. Support them!
Go-to dinner party playlist?
I’m an obsessive playlist maker, so I’d probably go with one of my own. My go-to is called ‘Chill tf out,’ which is a solid 40 hours and 40 minutes long. If I need something a bit shorter, I’ve got the second iteration, aptly named ‘Chill tf 2,’ which is a more manageable 18 hours.
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Who is in your wardrobe right now?
Working in secondhand fashion, my wardrobe is overflowing with amazing vintage and designer goodies! Some of my most cherished pieces are by Prada, Diesel, Acne Studios, Vivienne Westwood and Galliano-era Dior. As for local legends, some of my most-worn pieces are by Oats The Label, Maroske Peech, Briar Will, Karla Laidlaw, Alpha60 and Sister Studios.
How can we buy one of your pieces?
Currently, I’m stocked at RTTS Land in Darlinghurst and am working on a new drop to be released there soon! I’m also in the process of relaunching my web store, which will operate on a made-to-order basis. Watch this space! In the meantime, any enquiries can be sent here.
Keep up with Saigey here.
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