The Marketing Muster: Issue 9  26 January 2021

This week's standing ovation goes to Aboriginal-owned and led social enterprise, Clothing the Gap.

Started by Gunditjmara woman Laura Thompson and co-founder Sarah Sheridan, Clothing the Gap is a fresh and dynamic fashion label that celebrates Aboriginal people and culture.

While on the surface, Clothing the Gap looks like an Aboriginal streetwear label, you don't have to dig far to discover that it's much more than a store selling t-shirts and merchandise.

Why I love it:

• The brand is clear in its mission to unite people through fashion and a cause with 'pieces that create conversations and celebrate Aboriginal people'
• Education is at the heart of the brand message with the organisation championing several campaigns and events aimed at raising awareness and igniting meaningful change
• The introduction of 'ally friendly' and 'mob only' product symbols makes it easy for allies to buy with confidence and respect
• In line with its brand values, Clothing the Gap is registered with Ethical Clothing Australia and chooses to use role models to represent its brand

There's so much to love about Clothing the Gap. As a non-Indigenous person who is still learning what it means to be a true ally, I'm thankful for the conversations this brand is sharing. (And I'm looking forward to proudly wearing the ally friendly t-shirt I've just ordered.)

Learn more by visiting the Clothing the Gap website and following them on Instagram or Facebook. If you're in Melbourne, you can visit the shop at 744 Sydney Road, Brunswick.

If you know a business, brand or campaign you think deserves a standing ovation, email me and tell me more.

clothingthegap.com.au