WHAT BEGAN AS AN INITIATIVE HAS BECOME AN INDUSTRY PILLAR
WHAT BEGAN AS AN INITIATIVE HAS BECOME AN INDUSTRY PILLAR
OUR STORY
WeWearAustralian was born from a moment of collective disruption. In 2020, as the world stood still, the first #WeWearAustralian campaign was launched to unite the Australian fashion industry, not just as an act of resilience, but as a powerful declaration of purpose. What began as a national call to support local creativity soon became something far greater: a movement rooted in community, collaboration, and shared identity.
The flagship initiative activated over 170 Australian brands, and ignited a new conversation about what it means to design, make, and shop with intention. It brought designers together under a unified voice, championed ethical giving through partnerships with charities like Thread Together, and reshaped how Australian fashion was seen, both at home and abroad.
From this foundation, a platform emerged.
WeWearAustralian is the evolution of Showroom-X, a home for conscious luxury and design-led retail, created to connect thoughtful Australian and New Zealand brands with a global audience. While Showroom-X introduced a curated space for storytelling, craftsmanship and quiet confidence, WeWearAustralian takes that ethos forward, expanding it into an immersive commerce destination where discovery and purpose converge.
Today, WeWearAustralian represents more than a name. It is a globally minded platform with deep local roots, connecting homegrown talent with international markets through digital showcases, collaborative activations, and aligned brand partnerships. We champion not just what Australian fashion looks like, but what it stands for, authenticity, aspiration, and artistry informed by place.
Our mission is to amplify the voice of the industry by championing established and emerging designers to an international audience.
WE ARE #BETTERTOGETHER
"WeWearAustralian stands as united advocates for Australian fashion, community, and purpose. What began as a collective response to challenging times has evolved into a movement that transcends borders, celebrating the very best of Australian creativity and resilience. "
Industry
Igniting collaboration between more than 350 of Australia's established and emerging fashion brands we work to unite our fashion industry to perpetuate growth and development.
Community
Via an ongoing partnership with Thread Together, WeWearAustralian has helped to dress 52,000 disadvantaged Australians thanks to brand and industry donations.
Education
With an engaged audience reach of over 20 million people, WeWearAustralian provides a platform to showcase Australian fashion to a global market.
Founded by Richard Poulson and Kelly Atkinson, WeWearAustralian is shaped by a shared belief in the cultural and commercial power of Australian fashion. The pair bring over two decades of experience in retail, creative direction, and luxury brand strategy. Having worked with global powerhouses and leading Australian labels they have built enduring relationships across the industry that form the foundation of the WeWearAustralian platform.
Together, they have cultivated a philosophy that champions storytelling with substance, collaboration over competition, and long-term industry growth over individual gain. Their commitment lies in fostering a future where Australian fashion is not only seen, but valued, locally and globally.
Their work has been recognised with the prestigious Australian Fashion Laureate award for Innovation and Change, a testament to their leadership and vision for a more connected, design-led future for the industry.
Under their direction, WeWearAustralian continues to evolve as a global platform. A home for the refined, the purposeful, and the enduring.
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