Melbourne label Vege Threads is prioritising thoughtful, seasonless basics for everyday wear
PHOTOGRAPHY BY JESSICA GRILLI FOR VEGE THREADS
WORDS BY IZZY WIGHT
“Ethically Australian-made, everyday basics.”
After completing her fashion studies in Melbourne, Australian designer Amy Roberts began interning for a fairtrade organic label in France. It was here her understanding of sustainable textiles and ethical manufacturing really deepened, leading Amy to launch her own project back home called Vege Threads.
With Vege Threads’ 10th birthday just around the corner, Amy reflects on the label’s beginnings. “I was only 23 so didn’t have any capital, just some savings,” she says. “It took many years for it to become a full-time career, as there were many challenges starting a fashion label”.
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Thoughtful, environmentally conscious clothing has always been the focus of Vege Threads. Amy’s designs are 100 per cent made in Australia, using organic materials and dyes in limited numbers. The collection of timeless, practical wardrobe staples is seasonless and comprised of “just good basics”. Below, Amy tells us the story of Vege Threads so far.
Tell us about you. What’s your fashion background?
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I’m Amy and I’m the founder of Vege Threads. My background in fashion began when I was just out of school. I landed a job working for a small knitwear label during my year abroad. I then went on to study fashion at RMIT Brunswick and then interned for a fairtrade organic fashion label in Paris. Not long after this, I began my own business/label.
How did the label get started? Talk us through the process and the challenges.
After my time working in France, I felt there was a gap and lack of understanding around ethical and environmentally aware brands in Australia at the time. I couldn’t find any jobs that felt aligned with my values and so, I decided to begin Vege Threads.
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I was only 23 so didn’t have any capital, just some savings. I undertook the NEIS program to [help] equip me with some business knowledge, and then I started small with around eight to 10 styles and grew the brand slowly and organically over the years (we’re about to turn 10!).
It took many years for it to become a full-time career, as there were many challenges starting a fashion label. Finding the right suppliers, dyers and makers have been trial and error in a constantly changing industry here… in Australia, while [also] upholding ethical accreditation and 100 per cent onshore manufacturing.
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?
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At the time of launching the brand, I was trying to achieve awareness around ethical practices, local production and natural/environmentally friendly textiles. I believe this still to be true and the brand has stuck true to those values over the years.
I also intended to design a small range that would be timeless, practical and [made in] an earthy palette. I also think that this still resonates strongly, some of our shapes haven’t changed since the first range – which is a testament to not having to launch seasonal collections, just good basics.
How would you describe Vege Threads to someone who’s never seen it before?
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I would describe Vege Threads as ethically Australian-made, everyday basics.
Where did the name come from?
For the first one to two years, Vege Threads worked with vegetable and plant-based dyes. I moved away from this but the name stuck!
What are you most proud of in your work on your label?
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I was very proud of our Northcote Flagship store that launched in 2018. It wasn’t just a clothing store but a community place. It still breaks my heart that we had to close, but there were just too many difficulties during COVID and my first year becoming a mum to manage it. Since moving online, we’ve been able to streamline and focus more on our products, whilst also making space for myself and my assistant Seth to tend to our little people!
What do you wish you knew when you started?
I wish I could sometimes go back to myself and trust my gut a little more. You can be so heavily influenced by others or industry. Also that running a business is important but self-care is equally so!
Who do you think is most exciting in Australian fashion right now?
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Since becoming a mum, I feel like I’m less involved in seeing what’s going on around me in the fashion world, which in turn has allowed me to build ideas that come from a more authentic place. In saying that, I do feel inspired by so many businesses that are B Corp or advocating for positive change, whether that’s social or environmental, through their brand.
What about the Australian fashion industry needs to change?
There’s a lot of change happening post-pandemic with the local industry and many makers or suppliers are closing down. Most dye houses have now closed and there are only a couple of fabric mills left. I would like to see more government support for this industry, because soon it may not exist.
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Brands such as Vege Threads are hanging on by a thread, and should one more supplier close, it will make running a brand onshore near impossible. We came from such a thriving local industry 30 years ago, it’s so sad to see it vanish. It will be such a shame for Australia to lose its local manufacturing, local brands and all those skilled workers.
Who is in your wardrobe right now?
My go-to pieces at the moment are from Vege Threads (probably 80 per cent of my wardrobe is basics) Patagonia, Girlfriend Collective, Shop Arq [and] Kowtow. [Also] Francie & Babaa knits on rotation for winter, Permanent Vacation, vintage jeans [and] Post Sole Studio shoes… I tend to buy timeless pieces or secondhand as much as possible
How can we buy one of your pieces?
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You can find Vege Threads online and a few special pieces are now stocked at Ode Collective in Abbotsford.
Browse the Vege Threads collection here.
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