The fashion industry’s trash is another woman’s treasure. That’s the stance emerging Aotearoa New Zealand designers Aimee Wilson of Aimee Georgia Studios and Eloise Bloomfield of Silk by Eloise are taking. 

The pair, both from Auckland, are building clothing brands while being kind to the earth by focusing on sustainable practices, from sourcing to production. 

Both Aimee and Eloise source only deadstock materials, essentially cutoffs from larger companies that no longer have use for the fabric. 

Wilson says this is both a cheaper and more sustainable alternative.

Wilson models her own Isla Long Sleeve. Photo/Aimee Georgia Studios

Each of their pieces is also made-to-order, with each garment cut and sewn to specific measurements to reduce fabric waste.

Eloise explains that the made-to-order process means there’s no overproduction. “Every single item is actually going to someone."

She also turns leftovers into items like scrunchies and silk tie bracelets.

When people buy from her, they are contributing to sustainable and ethical practices, she says.  

Wilson’s elegant style encapsulates that of the Kate Moss era, creating pieces that can be worn in many ways.

Aimee, who has a fashion design degree from the Auckland University of Technology, says studying has opened her eyes to the problems in the fashion industry, such as fabric waste and sweatshop labour, and she is determined to eliminate them within her own business.

Both brands focus on essentials aimed at reducing clothing consumption. 

Aimee, who defines her brand’s style as "elevated essentials," hand makes minimalistic clothing that can fit a capsule wardrobe and decrease consumption. 

Like Eloise, she is focused on growing her business through ethical and sustainable practice. That’s a big ask in the face of material shortages and rising inflation.

Figure.NZ data shows that business survival rates in the retail industry have been steadily declining over the 2013-2022 period, but Aimee and Eloise hope their sustainable practices position their brands well for an increasingly conscious market. 

The For You Gown by Silk by Eloise is made entirely out of deadstock silk.

Aimee said being sustainable in the fashion industry was “really hard”, but she is determined to make it work. 

"You have to keep pushing until you get to that point where you get that high return," she says.

Eloise adds that creating her sustainable garments was costly and time-consuming, which made it even more challenging in the crowded market. 

“It’s quite a competitive and tough industry to break into.”