Incubator brand gets green light

The Victorian capital's leading hub for nurturing fashion design talent has launched its own brand, kicking off with a decidedly green hue.

Fashion Incubator has created a range of pure organic cotton products in the debut collection of its 'FI' branded label.
The collection - featuring the newly created FI branding - comprised men's and girls' tees, as well as bags, hats, wallets, cashmere scarves and dresses. Each product sported hand-sewn felt and leather appliqué detailing and slogans including 'Stand out from the herd' and 'Beware of copy cats', confirmed CEO Cindee Smith.

With tees (priced $49) and bags (priced $35 and $45 for small and large versions respectively) proving particularly strong sellers, all proceeds from the FI Green Collection would be re-invested back into the incubator, she said.
As a not-for-profit organisation, the Green Collection afforded the incubator - which comprises a workshop and retail gallery - a chance to generate its own revenue, she added.

In line with its profile as a source of young, directional talent, FI had launched its own brand with an environmentally conscious range, to reflect the newest and most compelling consumer trend globally, she said.

"My hope is that the FI retail gallery can offer customers the same choice and quality of garments that are available in other fashion capitals worldwide. As an organisation that proudly supports Melbourne fashion, we must look for ways to expand the industry's present status and push the boundaries of design. In this case we have done so in the hope of limiting the environmental damage perpetuated by the industry."  

FI was currently looking to source new emerging designers that specialised in environmentally friendly textiles "in order to provide customers with variety, high quality and peace of mind", she said.

By Belinda Smart