The Australian Fashion Council and Showroom-X is proud to re-launch the #WeWearAustralian initiative in September 2021, following its overwhelming success in 2020. Last year's campaign saw hundreds of brands participating across Australia, and a total editorial reach of 7,901,000 across publications, including The Age, WWD, Russh and Vogue.

This initiative was initially born from a need to create a sense of commitment to our community, unite the Australian fashion industry and in the process uplift local Australians in need.

#WeWearAustralian supports the industry in its entirety – from designers to manufacturers, both of whom feel the continuing and increasing impact of Covid-19 with the extended retail closures & lockdowns across the majority of our country. Whether these labels design, manufacture or operate onshore, they are all creating jobs and maintaining Australia’s highly regarded reputation within the global fashion market.

#WeWearAustralian in 2020 dressed more than 10,000 disadvantaged Australians over the course of 3 weeks and created a social media movement championing Australian design and talent.

There has never been a more crucial moment in time to support the Australian fashion industry and again rally together in a collaborative effort #bettertogether.

In 2021 we again want to restore dignity and hope for every Australian, reuniting with charitable organisation Thread Together allows us to drive social, environmental and community change while  supporting communities in crisis by rescuing clothes from landfill and redirecting them to the people in need.

To participate, all we ask from our brands is to make a tax-deductible financial donation or a pledge of product (or both) to our partnering charity, Thread Together.  

From the Australian public, we ask that if you have the ability to purchase right now, look to our local industry for inspiration & buy Australian brands.

Showroom-X will continue the digital and social media marketing campaign to drive further traffic to all participating #WeWearAustralian brands.

We applaud those who can help in this time of need. This is Showroom-X ’s dedication to our industry.


Thread Together’s mission is to deliver new, good quality clothing and footwear to people in our community who are doing it tough. Thread Together and Showroom-X believe that we can restore dignity and hope for men, women and children who are going through a difficult time by providing the opportunity to choose a complete wardrobe of new clothes. 

Thread Together #WeWearAustralian

We know the power that well-fitted, well-made clothing has on our lives, and want everyone to have the opportunity to find confidence and empowerment in their mode of dress. This helps to restore dignity and hope, support communities in crisis and fight fashion waste by rescuing clothes from landfill and redirecting them to people in need. Thread Together recognises that tough times eventually subside, but in the midst of struggle, the best support should be afforded to get people back on track.

Words from the founders

Kelly Atkinson & Richard Poulson

“I was so moved by the participation in the #WeWearAustralian movement in 2020. It helped Showroom-X realise a dream we have for a collaborative fashion industry here in Australia. I am so proud that within 12 months of launching Showroom-X, we can again launch this charitable initiative to support those in Australia who need it the most.” - Kelly Atkinson, Showroom-X Creative Director.

“The Australian fashion industry has never experienced tougher times, but we are a creative and resilient industry. By uniting and putting a spotlight on the industry impact and response we are able to support each other and contribute to the rebuild of Australia.” -  Richard Poulson, Showroom-X Chief Executive.


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