Surprise demand for a kidswear label Made Right Here

A publicity stunt opposing the rise of offshore textile, clothing and footwear (TCF) manufacturing has morphed into a business venture with legs.

The NSW Department of Industry and Investment has awarded a $10,000 grant to the creators of childrenswear label Made Right Here, launched in response to Pacific Brands’ planned withdrawal from Australian manufacturing earlier this year.

The funding, in conjunction with support from retailers, means the label is now likely to be ready for sale by early 2010, with tentative plans to exhibit at trade fair Fashion Exposed in February.

Made Right Here co-founder Serena Beirne, who is also a director of TCF consultancy firm Australian Fashion Partners, said the locally manufactured childrenswear brand proved onshore production was still a viable option.

“We decided the best way to potentially target heartstrings and look at changing some behaviour from the offshore [debate] was to look at the children’s basics label in a very traditional sense and to call that label ‘Made Right Here’,” Beirne said.

“To slam people between the eyes with it and make it very clear that you can have affordable children’s basics that are cool for your kids without having to go offshore.”

The momentum that has gathered behind the project has taken its creators by surprise, she said.

“Originally it started out as a stunt but along the way we have received so much positive feedback and so much support. It would never have occurred to us that this concept would make it to [Fashion] Exposed.”
Support has come not just from manufacturers but retailers as well, she said.

“We had some bites in the early stages from some of the larger discount department stores and we will hope to pursue that with them over the next couple of months. They said the concept was ‘gold’.”

The label, created in association with manufacturer Sphinx Australia and textile producer Ella & Sophia, will feature 20 styles in the first collection and will be produced in sizes nought to six.

The $10,000 grant was awarded as part of the NSW Government’s business cluster program.

Erin O’Loughlin