I’m really enjoying the rise of independent, quirky, and effortlessly casual Australian fashion brands gaining momentum right now. This blog post highlights everyday womenswear that embraces individuality, plays with colour, and adds a fun twist to your wardrobe. With much of Australia’s population living along the coast, it’s no surprise that many of these labels carry a relaxed, resort-inspired vibe that fits perfectly with our laid-back lifestyle. This post isn't about pushing the brands that I stock - its an honest post about Australian brands that I love, brands that focus on sustainability, and also balance that with a good price point & awesome designs - check out these brands in a clothing boutique near you today!
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Atmosea
Atmosea is a celebration of freedom, inclusivity, and community—a brand and culture that champions individuality and self-expression in and out of the water.
Atmosea pieces are more than just surfwear—they’re a form of armour, worn with pride and purpose, empowering women to break free from expectations and embrace their strength. With a focus on comfort, functionality, and style, Atmosea creates space for women to feel supported, seen, and celebrated. They create styles for both women & children.
At its core, Atmosea is about empowered women empowering women, uniting a global community of female surfers through connection, confidence, and a shared love of the sea.
Location: Byron Bay
Signature product: Womens wetsuits, swimwear and terry pants
Price Range: $59 - $220
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By Billie
By Billie is an Australian-based women’s and children’s wear label founded in 2018 by Charlotte Brodie and based in Crescent Head, NSW.
By Billie create stylish, durable clothing designed for everyday family life—blending comfort, quality, and a sense of ease. Made with natural fabrics, their pieces are built to last, made to move, and meant to be cherished.
Location: Crescent Head
Signature product: By Billie is primarily known for its stylish and comfortable designs for babies, children, and women.
Price Range: $45 - $190
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Cracker Day Club
Cracker Day Club is a lifestyle brand that celebrates everyday adventures with quality gear and easygoing apparel made for memory-making. Cracker Day Club create simple, functional necessities designed for both big people and little people, whether you're heading to the beach, the park, or just out into the sunshine.
Cracker Day Club collections feature bold block colours—think bright blue and sunny yellow—paired with their signature Cracker Day Club circular logo. The range includes relaxed-fit shorts, shirts, and hats for kids and adults alike, offering a cheerful, coordinated look that feels as fun as it is functional.
Cracker Day Club is about shared moments, outdoor play, and bringing effortless style to your everyday explorations. Because adventure is better when you're dressed for it.
Location: Bundjalung Land
Signature product: Block colour T-shirt with Cracker Day Club Circular logo
Price Range: $79 - $130
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The Bare Road
The Bare Road is a Byron Bay-based label creating timeless basics and resort wear designed for effortless, everyday style.
Rooted in quality, texture, and simplicity, TBR collections are relaxed yet refined—perfectly suited to the laid-back Australian coastal lifestyle we call home.
Run by a small, passionate team, The Bare Road draw inspiration from our sun-soaked surroundings, crafting pieces that feel as natural and grounded as the people who wear them. The Bare Road's signature look is understated, authentic, and enduring—made for those who know their style and live it confidently.
Location: Byron Bay
Signature product: Their linen/ cotton blend pants, tops and dresses, in particular the billowy Chloe dress.
Price Range: $149 - $220
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Palm Collective
Palm Collective creates ethically made, resort-inspired fashion for everyday wear—so you feel like you're on holiday all year round.
Palm Collective focus on sustainability and slow fashion, using eco-friendly fabrics like Ecovero™, Econyl®, rayon, and linen. Each print is designed in-house and exclusive to their label.
Palm Collective's pieces are handmade by artisans in Indonesia, supporting small family-run workshops with fair pay and flexible working conditions.
Location: Currumbin
Signature product: Casual wear in bright colours with playful prints and embroidery
Price Range: $89 - $150
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Sea Street
Sea Street is inspired by a love of travel and the joy of the endless summer holiday.
Featuring nostalgic artwork by Australian illustrator Hayley O’Connor, Sea Street pieces channel the playful spirit of vintage tourist merch—fun, quirky, and full of charm.
Each limited-edition design is made with care, comfort, and quality in mind—created to capture that carefree holiday feeling, wherever you are.
Location: Gold Coast
Signature product: Vintage merch inspired T-shirts & Sweaters
Price Range: $89 - $139
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Cartel & Willow
Cartel & Willow is a Melbourne-based women’s fashion label known for its comfortable, casual, and effortlessly stylish pieces.
Their collections feature versatile staples—from dresses and tees to crews, track pants, and the iconic Comeback Pant—designed for everyday wear with a touch of relaxed luxury.
Proudly Australian, Cartel & Willow offers easy-to-style clothing made for modern women and life on the go. With a strong online presence, their timeless designs are accessible to customers across Australia and beyond.
Location: Melbourne
Signature product: Boxy Tees & Cozy pullovers
Price Range: $79 - $189
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Juni
Juni is a minimalist yet elevated label, where feminine meets wearable. Each piece is thoughtfully designed in-house in Burleigh Heads by their all-female creative team.
The Juni Junior line brings a fun, playful spirit to kidswear—no sad beige here! Designed to complement our main range, these pieces feature sweet shapes and joyful prints made to mix, match, and move in.
Location: Burleigh Heads
Signature product: Pretty cottage core inspired knits
Price Range: $65 - $180
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Maku
MAKU the Label is the creative expression of founder Maku Fenaroli, who left her corporate career in 2024 to follow her passion for art and fashion. Based in her Melbourne family home, where she lives with her husband and two children, each MAKU piece begins as original artwork and is carefully transformed into wearable art.
Every design is made with love, intention, and a deep connection to family and creativity. When you wear MAKU, you’re not just wearing clothing—you’re supporting a small Australian family business built on heart, persistence, and purpose.
Location: Melbourne
Signature product: Bold graphic print tees & sweaters
Price Range: $79.95 - $139.95
Australia’s fashion scene is brimming with independent labels that offer so much more than just great design. These brands champion authenticity, sustainability, creativity, and above all, a sense of fun. Whether it's bold graphics, nostalgic prints, or relaxed resort-ready styles, each label featured here brings something unique—and wearable—to the table. I recommend if you are looking for something more formal & less casual, you are in the wrong place and should head over to vogue - "The Best Australia Fashion Brands according to Vogue" ( which is complete different to my list 😆 )
From coastal classics to quirky statement pieces, these are the brands I personally admire and love to wear. They balance thoughtful design with comfort and quality, all while staying true to their roots. So if you're looking to refresh your wardrobe with something meaningful (and seriously stylish), I encourage you to check them out—online or at your favourite local boutique.
Here’s to dressing like you’re always on holiday—and supporting the incredible people behind these labels along the way.
From coastal classics to quirky statement pieces, these are the brands I personally admire and love to wear. They balance thoughtful design with comfort and quality, all while staying true to their roots. So if you're looking to refresh your wardrobe with something meaningful (and seriously stylish), I encourage you to check them out—online or at your favourite local boutique.
Here’s to dressing like you’re always on holiday—and supporting the incredible people behind these labels and boutiques thats stock them along the way.