Jude Store | Byron Bay

This week to honour Fashion Revolution we are highlighting a handful of retailers whom are supporting ethically sourced and locally made garments and accessories that are made to last. Today we chat with Lahna Allison from JUDE.

JUDE is an advocate for a kinder fashion industry. A space that operates online as well as their store in Byron Bay. Lahna began her business with the idea to support independent designers who place sustainability at the forefront of their collections. Valuing pieces that tell a good story, and that have a soul, embracing hand-made, the slow-made and the well-made.

Obviously life looks a little different at the moment, how is your business functioning at the moment? Are you solely operating online or are you open with more restrictions? Are you trying to implement new creative ways of working and marketing etc?

I don’t think life could look any more different to what it did about a month ago, but it can actually be seen as such a positive change for us, at the moment we’re operating solely online which in the past has been well out of my comfort zone having worked on the shop floor for the last 16 years, but I’m grateful as it’s made me look at my business from a totally different angle and has really given me time to build up the areas where perhaps I could have been doing better… like insta, insta is really my weak spot haha I guess I’m old fashioned that way.

On a personal level what activities are keeping you sane and grounded throughout all this? Any rituals or self care advice you would like to share?

I’m super lucky to live in such a beautiful part of the world where my daily ritual is a long morning beach walk at my local beach and an ocean swim (yes we’re still allowed to do that here :) There’s really something about the ocean that gives you incredible perspective. I know that that sort of thing isn’t accessible for everyone right now so my biggest piece of self care advice would be MOVE YOUR BODY… even if it’s a dance around your bedroom, it’s amazing what a good shake out can do for the mind.

What are your favourite labels in store at the moment?

Can I say all of them? I’m very selective about the labels that I carry at JUDE, I make sure that every piece and every range has a story to tell, that they’re truly a 3 dimensional brand with a heart and soul, that does mean that I tend to get pretty attached to not only the collections but also the designers, and makes it extremely difficult to have a favourite, I love them all because they all stand for something well beyond what you see hanging on the shop racks.

What importance do you place on the brands you stock to be transparent about their supply chains and manufacturing processes?

This is of the highest importance to us when talking to a new label as well as existing ones, we exclusively work with labels that are creating and working toward a more sustainable fashion industry. This goes right down to not only who made the clothes and were they paid properly in fair working conditions, but every element of design and production is considered, for eg fabrics.. how and where were the fabrics produced? it’s great to have natural fibres but were these produced with high pesticide and water usage? natural or chemical dyes? and what about transport and shipping? it’s a pretty deep rabbit hole I’ll admit. I'm definitely not saying it all needs to be perfect, we are all just trying to work it out and do what we can, but we do like to work with designers that are doing their best to really do better in whatever way they can, and transparency is key to that. 

Are customers in store who are also consumers of fast fashion interested in learning more to change their buying habits towards locally made or ethical focused labels?

Absolutely, and in my opinion it’s all about education and continually having the conversation. I think a big part of the challenge is that people have just never considered the impact of fashion on our planet before, the cheapest price has always been so automatic to consumers up until now, but I really see this mindset evolving, and if I can say that there is a ‘silver lining’ to what is happening in the world, the shift to locally produced goods would be it. People are genuinely starting to see that well produced fashion is quite easily accessible and all it takes is a little awareness and a willingness to ask questions. To seek it out and demand better. It makes me really proud to be part of the movement and super excited for the future of the fashion industry.

Jude are offering some really great promos via their mailing list each fortnight to thank their community for supporting them. Make sure you stop on by and leave your email.

Shop JUDE here

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