The Start Up Files is a series that aims to find out where good ideas come from and how they happen. Each fortnight we chronicle the journey of someone who brought their idea to life through the Renew Adelaide program. In this article, we chat to Laura Vogt from Sustainable Clothing Co, a slow fashion streetwear store.
Laura Vogt had a unique wardrobe. She loved collecting interesting pieces. This collection soon grew into a market stall, which then evolved into an eBay store which lead to her launching her own website.
When first developing her brand, Laura’s main priority was to do something different, she would order in brands that couldn’t be found anywhere else in South Australia. However it was when she stumbled upon an online debate that she got the inspiration for her niche.
“I saw this uproar on social media about fur coats and it clicked something in my mind. It made me think I don’t have any fur, I don’t have any leather and I don’t have anything that has been mass produced. Technically what I have is sustainable.”
Originally launching as Lucid8 and then renaming to Sustainable Clothing Co. for clarity, Laura built her brand around offering fun, unique festival and party wear that didn’t contribute to the fast fashion industry.
If you wander down the staircase at 34 Hindley Street you’ll discover a whole world of vintage and independent label streetwear made from sustainable fabrics such as hemp. Slow fashion isn’t the only thing on offer, Laura envisioned the store as a space where people could come to find out more about sustainability, through community events or even just stopping by for a chat.
“I always make sure people leave with some information about how they can be more sustainable and they can integrate that into their wardrobe.”
Sustainable Clothing Co. held their first clothes swap event last week, a more sustainable alternative to donating to op shops already overwhelmed with clothing donations. It’s also fitting as one of the reasons Laura was initially drawn to the space was it was formerly home to clothing consignment store SWOP.
“I always used to shop at SWOP when it was down here and I remember having such good times so I’m really grateful that I’ve been able to get this space.”
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