Gorman goes green in style
With this in mind the designer's latest move - the launch of "green" range Gorman Organic - is a logical step made feasible by serendipity.
"I decided to launch Gorman Organic because organic fibres became available on the market and I'm in a position to work closely with our fabric mills to produce materials from these yarns to our specification," Gorman said.
"I personally have been buying organic food and living life on the environmentally clean side for years now and see the twofold benefit to both the consumer directly and to the environment. Demand creates supply and by putting an organic range of clothing out there we can further increase and refine the yarns that we use and ultimately have more people supporting organic."
Releasing this month into Myer Australia wide and Gorman boutiques - including the first recently opened Sydney outlet in Paddington - the collection comprises designer basics in a palette of blue, yellow, white, and grey melange. Fabrics include organically certified cotton in super fine, high grade single yarn jersey, baby rib, looped back cotton fleece and cotton spandex for underwear, while bamboo is used for garments requiring superior drape.
With undies retailing at $12, camis at $29, rib style tops at $39 to $59, bamboo styles from $49 to $79, jersey styles from $39 to $69 and jersey hoodies at $119, it was hoped prices would dispel the myth that "organic means exclusive", Gorman said.
"The one thing that annoys me most about organic in general is that prices are higher and often reserved for the elite, which is not serving the purpose. If people can't afford to buy it then what's the point? I'd rather have them buying organic because the price point is comparable to non-organic. It's not a hard choice."
By "making it cool to buy organic" fashion had an important role to play in driving the "green" debate, she added.
"The design of Gorman Organic maintains the Gorman approach in its clean modern styling, use of the best fabrics and longevity, because people won't just buy it because it's organic. Folks still want to look good out there, so if you can make fashion forward organic clothing then why not?"