ETHICAL FASHION BRAND NOW COMMUNITY-OWNED

NEW ZEALAND fashion brand Little Yellow Bird has been tackling the uniforms, workwear and apparel industry head-on since its establishment in 2015. It’s now claiming a new title, as New Zealand’s first community owned ethical fashion brand.

The company is on a mission to change perceptions and prove that fashion can and should be done with sustainability and ethics as the core focus.

Little Yellow Bird recently exceeded its minimum goal with an equity crowdfunding campaign to scale up the company. This includes diversifying the product range and exploring new markets.

Planned projects include the expansion of a clothes recycling programme, which the company sees as a crucial next step for sustainable change in their industry.

“We’re more than just a clothing brand; we’re telling the story about where and how our products are made and are working tirelessly to provide employment opportunities in the communities where our clothes come from,” company head Samantha Jones (pictured) says.

At only 29 years of age, Samantha Jones has already made waves in the apparel industry. Her company, a certified B Corp, provides ethical and sustainable workwear, uniforms and apparel.

Jones is an Edmund Hillary Fellow and has been recognised for her innovative work by numerous organisations and events, including the Wellington Gold Awards, the New Zealand Women of Influence Awards and Sustainable Business Network Awards. Jones was also New Zealand Young Innovator of the Year in 2017.