New conscious brand UNIEK has just launched its ultra-simplified five-piece Autumn/Winter capsule collection made from 100% GOTS-certified organic cotton – and entirely made in Australia.
Manufactured in Melbourne using Australian-knitted and dyed GOTS-certified organic cotton, UNIEK’s timeless capsule collection has been designed for a relaxed, slightly oversized fit. The collection, which includes a hoodie, track pant, crew-neck sweater, short sleeve tee and long sleeve tee, comes in sizes 6 to 16.
The label is the brainchild of Katherine Gracey who founded the sustainable and inclusive loungewear label after her own difficulties in finding beautiful yet versatile loungewear that reflected her contemporary tastes. She launched UNIEK with the aim of producing age and size-inclusive modern loungewear for women who often don’t feel seen, represented or included.
“I believe that we are at our individual best when we feel at ease and comfortable in our own skin,” says Gracey. “The idea behind UNIEK is to celebrate that uniqueness through design that champions quality and simplicity.
“I want to ensure all women feel seen and understood through UNIEK, regardless of their age, size or background. What we need today is to be at ease.”
Gracey is no stranger to the fashion industry. As the former Head of Marketing at Mercedes Benz Australia and New Zealand, the UNIEK founder understands that the key to a successful fashion business is to design garments that people want to buy. A pandemic-driven obsession, loungewear became one of the best-selling shopping categories in 2020 as consumers prioritised comfort during lockdown; a trend that Business of Fashion predicts will continue in 2021 as interest in health and wellness grows and work-from-home arrangements become a mainstay of the workplace.
Tapping into the loungewear market and homebound consumers, whilst simultaneously focussing on sustainability and ethical practices – is a winning strategy for the Melbourne-based fashion startup. “We’ve just come out of a year of transformational change in the way we live our lives, and I think it’s brought with it a sharper focus on our personal values,” says Gracey.
UNIEK’s first collection, designed by Joshua Cappellari who just completed a two-year stint in London working for Welsh designer Julien Macdonald, features design-led pieces that are sophisticated yet functional. Available in four colours, onyx, parchment, slate grey and glacier blue (with the two t-shirt options in classic black and white), the quality-made separates also incorporate clever design elements such as body seams, dropped shoulders, knife-cut pleats, and box pleat detailing.
“We’ve created a tightly-edited and hard-working collection that blends effortlessly within a modern wardrobe, but also upholds the values I hold dear: crafted sustainably and ethically by local makers, and designed with inclusivity at its heart,” says Gracey.
The brand has plans to release more curated styles and colours later in the year.
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All images via UNIEK.