The trendsetters

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Sophie Pollitt and Alexia Spalding

Co-founders of sustainable fashion business Good Day Girl

“We were at an outlet centre doing a sample sale together. Everywhere we looked we saw piles of unwanted stock being sold at a discount,” says Sophie Pollitt of the moment she and Alexia Spalding (above, left, with Pollitt) realised the fashion industry they’d been part of for years wasn’t working for them anymore. “We both thought, ‘No, we have to shift.’”

Once the pair put their heads together, the answer came: they would create a new kind of fashion business, one that started with the customer rather than the clothing.

Seven successful years later, Good Day Girl shows two collections a year in a Sydney studio and online, and Sophie and Alexia conduct one-on-one styling sessions to help each customer choose exactly what she wants to wear. Garments are then made to order – no waste and no more sample sales.

The concept works and not only for the customers, who rarely return their buys. The company has achieved B-Corp certification, which means it meets the highest standards of sustainability.

For Sophie and Alexia, the gamble has paid off. “Getting to spend time with our clients gives us so much joy,” says Alexia. “Seeing their enthusiasm and knowing that they are interested in a different, low-waste way of shopping is incredibly satisfying.”