Australian fashion companies can now apply to use a special trademark certifying their products are locally created.
The Australian Fashion Council (AFC) has this week unveiled a world-first industry certified Australian Fashion Trademark, created with funding from a federal grant last May that also includes a campaign to drive demand for local brands both at home and abroad.
The new trademark will help customers explore and buy more Australian brands, showcasing their “creativity and progressive values to the world”.
To qualify, Australian businesses should demonstrate they contribute to generating jobs and the local economy. The business should also be Australian owned with a majority of Australian employees.
Leila Naja Hibri, AFC CEO, said the initiative is a great opportunity to showcase Australian fashion talent.
“When Italian fashion is mentioned, we immediately visualise a distinct brand identity of quality and elegance,” Naja Hibri said. “In a similar way, we have now identified four key pillars that distinguish Australia’s Fashion DNA: effortless style, raw nature, boundless optimism and fearless innovation.”
She added that the new trademark will be a ‘driving force’ in building the industry’s growth trajectory to deliver substantial economic, social and environmental gains during the next 10 years.
A multi-channel promotional campaign and consumer website will launch in August. Brands can apply to use the trademark online.
This story first appeared on our sister publication Inside Retail