The Australian Fashion Council hopes, the newly launched trademark will identify Australian brands for global consumers and boost growth of the local industry to $38 billion within a decade. According to Leila Naja Hibri, CEO, the trademark will reflect effortless style, raw nature, boundless optimism and fearless innovation of Australian fashion. It will also demonstrate advanced social and environmental outlook, Hibri adds.
Funded by the government, the $1 million trademark will be a digital marker rather than just a clothing tag. The trademark was launched during the recent Sydney Fashion Week. To qualify for the Australian Fashion trademark, brands need to meet at least two out of five criteria. They need to be of Australian origin, their collections need to be made in Australia, need be to Australia’s taxpayers and have Australian employees. Hibri believes, these rules would help disqualify overseas competitors and qualify only a selective group of truly Australian brands.
The trademark was launched after a report by the accounting firm EY predicting $11 billion growth for the industry in the next decade. The report predicts, the industry would be worth $38 billion by 2032 and add 86,000 new jobs. The Council has urged the government to provide $69 million in funds to promote the trademark internationally, build manufacturing capabilities, fix skill gaps, and build a circular clothing economy.
