Best independent womenswear - WINNER: Gorman

Gorman clothing is targeted at women with an approach to style that is witty and chic without being dependent on the warp-speed volatility of trends.

For founder Lisa Gorman there are good reasons - apart from the obvious question of style - for this. Sobering statistics listed on her company website confirm that Australians waste $1.56 billion annually on clothing that is never worn; the Gorman credo therefore is about quality not quantity - about clothes that will remain favourites for years, not months or weeks. It is also about connecting with consumers through a memorable in store brand experience.

Gorman's current quirky woodland, bird and animal inspired fit out promises a journey of discovery for even the most jaded of shoppers. Racks display stylish but wearable clothing that, through distinctive styling and customized prints and trims, is recognisable as quintessentially Gorman.

Retail staff are trained as stylists and seasonal product information sessions ensure they remain at the top of their game, while Gorman has a loyal clientele who regularly participates in season launches. But aside from great fashion and a consistent offer, what really sets Gorman apart is its overall ethos, which has set a timely example by placing environmentalism and corporate and social responsibility at its core.

Gorman uses sustainable fabrics, dyes and inks wherever possible and earlier this year introduced the Gorman Organic range. All Gorman stores use recycled materials, energy saving lights and low toxic paint and the company uses sea-freight instead of carbon heavy air-freight.

The result is that it has reduced its carbon footprint by 70 per cent in 2007 and is planning to be completely carbon neutral by 2008. The company is also working with its manufacturers globally to ensure they comply with the latest developments in environmental and corporate and social responsibility.

Earlier this year Gorman's business acumen was recognised when it won the Telstra Business Awards in the MYOB Business Award - Small Businesses category for Victoria. Gorman has struck a commendable balance between business leadership and ethics, making it that rare thing among businesses: a company offering great product and a pioneering, ethical culture that shows through whichever way you slice it.

STORE Gorman
OWNER Lisa Gorman 
FOUNDED 1999 
STORE TYPE Women's fashion
LABELS Gorman, Gorman Organic