In today’s fast-paced fashion world, it seems there’s a “dupe” for everything. The appeal of fast fashion is easy to understand—trendy pieces at low prices, readily available at the swipe of a screen. But what often goes unnoticed is the cost beyond the price tag. For small, independently run brands, especially those led by women who pour their heart and soul into their creations, the impact of these copycats goes far deeper than sales numbers. When you support a small brand, you’re backing craftsmanship, ethics, and a purpose-driven mission that can’t be duplicated.
For female founders, the challenges in the industry go beyond the typical startup hurdles. The fashion world has historically been dominated by large players with deep pockets, and it’s disheartening when unique designs—crafted with purpose, creativity, and immense effort—are copied by massive fast-fashion conglomerates. This trend not only undermines the value of these small brands but also makes it nearly impossible for them to compete on an equal footing. For example, in the recent Aus Fashion Weeks, big-name players virtually monopolised the stage, making it difficult for small, independent brands to even be considered for runway exposure. This lack of visibility and support is particularly heartbreaking for female entrepreneurs who have bootstrapped their brands, often sacrificing personal resources to bring their vision to life.
For me, after 25 years in footwear design, starting my own brand was a chance to break free from the compromises I’d seen in the industry. My designs aren’t just about aesthetics—they’re about creating shoes that reflect genuine craftsmanship, eco-friendly materials, and true comfort. Each pair is designed with intention, using premium materials and assembled with care for both people and the planet. Here’s why you won’t find a “dupe” for our shoes:
- Premium, Cruelty-Free Materials and Built to Last Fast fashion thrives on low-cost materials, but we’ve taken a different route. Our shoes are crafted with AppleSkin, a high-quality, eco-conscious alternative to leather that offers durability without cruelty. AppleSkin doesn’t just look premium; it aligns with our commitment to a kinder, animal-friendly future. When you choose our shoes, you’re choosing materials that respect both the planet and the creatures who inhabit it.
- Cutting-Edge Insole Technology for Unmatched Comfort Footwear comfort isn’t just an add-on for us—it’s a cornerstone. We invest in advanced insole technology with arch support, metatarsal padding, and ergonomic design to ensure each pair prioritises well-being. This level of comfort doesn’t come easily or cheaply, but it’s an investment in quality and wellness that no “dupe” can replicate.
- Unique Designs by an Experienced Artisan With nearly 25 years in the industry, my approach to design goes beyond trends. I’m committed to creating footwear that elevates your style with timeless appeal, reflecting a dedication to thoughtful, intentional design that stands out season after season. Each pair is crafted to be a lasting addition to your wardrobe, not a fleeting trend.
- A Commitment to Ethical Craftsmanship Fast fashion is often about quantity over quality, but our focus is on making fewer products that matter. Each step of our process—from ethically sourcing materials to sustainable packaging—is done with integrity. This isn’t just a business model for us; it’s a mission. We aim to create beautiful, eco-friendly shoes without compromising on ethics or standards.
So, the next time you’re tempted by a fast-fashion “dupe,” think about the craftsmanship, ethics, and long-term vision that small, independent brands bring to the table. When you support a founder-led brand like mine, you’re investing in more than just a product—you’re supporting a vision for fashion that doesn’t compromise on quality or values. You won’t find a “dupe” for what we’re creating, because each pair is designed to make a difference—step by step, with purpose.