Most clothing boutiques like to stock household brands that everyone knows and loves. This ensures high volumes of sales as consumers purchase their clothes according to the latest trends and familiarity with the label.
But Australian fashion store Fudge Gifts is taking a different approach. Their goal is not simply to generate maximum sales but to also give smaller brands a voice and help them reach the mainstream.
And it’s working.
Fudge is growing in popularity as locals are rushing into their Melbourne store to buy the unique dresses, tops, skirts, and pants on offer. Aussies love supporting the “little guy” and when these u and coming clothing labels are highly fashionable, comfortable and affordable, then it’s just too good to refuse!
One of the most popular brands at Fudge is Elm Lifestyle. Made in the laidback coastal town of Ocean Grove in south-west Victoria, the label initially started off exclusively as a knitwear brand. Six years later they have evolved to include an array of relaxed fit tees and pants as well as art prints that make a statement.
Unlike many clothing labels that focus on petite consumers, Elm is perfect for women of all body types. No matter what size you are, the fashion will fit and look great.
Humidity is another brand that began its story on the coastline, this time in the Western Australian region of Margaret River. Placed as a resort wear brand, their lifestyle range is designed to reflect and complement the Australian lifestyle and climate. Easy to wear and unassumingly luxurious, they bring the very best of Australian fashion to your doorstep.
Sneakers are a very popular clothing item available at Fudge. And the brand of choice is Rollie Nation. Creator Vince Lebon was looking for the ideal shoe to travel around the world wearing. It had to be light enough to squeeze several pairs into a suitcase but also comfortable and durable. Inspired by his wife Kat – whose nickname is Rollie – Vince designed a shoe made from high-quality materials such as memory foam, soft leathers, and flexible stiffeners.
Rollie Nation has gone from aspiring to inspiring and their shoes are now available in multiple countries across the world including Australia, New Zealand, Italy, France, Germany, Netherlands, and the USA.
Sticking with the feet, another clothing brand that is on the rise – and available via Fudge online fashion boutique – is Happy Socks. Featuring an almost endless variety of styles and utilizing a broad array of original patterns and color combinations, Happy Socks is a very popular clothing label. Two friends started the company from a single vision in 2008 – to spread happiness by turning socks into a colorful design piece made with creativity, craftsmanship and delivering the ultimate quality. Happy Socks are now sold in 90 different countries.
If you like making a statement with relatively unknown brands and arriving at a trend before the mainstream, walk into Fudge Gifts or check out their online store and be met with an array of amazing women’s clothing options.
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