Outland Denim reveals how it’s coping with COVID-19

Sustainable denim brand Outland Denim has revealed how it has pivoted its business in the wake of COVID-19. 

The Australian label has launched its newly branded Cambodian production facilities – dubbed Maeka – and is already working with global brand Karen Walker to produce garments in its socially, environmentally and economically sustainable manufacturing facilities. 

The business is offering this opportunity to other brands to produce garments and will in turn expand its impact and grow the business on a whole new level.

Outland Denim founding CEO James Bartle said that alongside producing garments for other business, Outland is exploring acquisition opportunities. 

“In addition to producing garments for other brands, we currently see the opportunity to branch into new markets by exploring acquisition opportunities with other fashion brands.

“If we were to find the right fit, this is certainly an avenue we would look to pursue in the near future.

“By reaching new markets and audiences we have the opportunity to further our impact,” he said. 

In addition to exploring new product categories, the business has also shifted its seasonal offerings into a yearly six capsule cycle in response to the current climate.

These products will be available directly to the consumer as well as Outland Denim’s wholesale clients.

The new model will allow Outland Denim to continue wholesale partnerships with stockists such as Nordstrom, David Jones, and Bloomingdales, despite the disruption COVID-19 has caused to the traditional fashion calendar.

The shift will support retailers by offering a shorter lead time from design to delivery, minimise the risks associated with long lead forecasting, minimise dead stock and offer newness to consumers. 

Bartle added that while the business is strictly following government guidelines for the time being, getting the plans rolling now will ensure the business comes out strong on the other side. 

“Currently, our priority is to the health and wellbeing of our teams in Cambodia and Australia.

“Staff are currently at home and we are following local government and World Health Organisation recommendations.

“However we are laying the foundations now so that we can come out the other side stronger together, continuing to make a positive impact on vulnerable communities through fashion,” he said. 

The launch of Maeka and the shift in production follows the business’ equity crowdfunding campaign which closed on May 13 and raised a total of $1,326,519 from 1012 investors. 

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