Monday, July 15, 2024

Aboriginal Fashion Label Goes International

Jet Setting Mainie Off to Dubai

A proliferation of colour from aquamarine through to sundrenched desert hues breathe life into Mainie Australia’s coveted collection. It’s wearable art at its best as it tells Dreamtime stories of Australia’s ancient living culture.  Launched in Cairns in 2015 by Gunggari woman, Charmaine Saunders and her husband Denis Keeffe, the brand embraces the luxury of liquid-like silk and pure softness of Australian Merino wool.

Aboriginal fashion label Mainie Australia

Each Mainie piece is accompanied by an authentic Aboriginal artwork certificate of origin.  In line with the Indigenous Art Code, all artwork is ethically acquired in a fair-trade agreement that promises royalties are returned to the artist.  

After a whirlwind six years establishing Mainie as a distinctively Australian fashion and giftware brand, the Cairns start-up is writing a new chapter this week when it waves goodbye to 1216 gift packages of product bound for World Expo Dubai 2020. 

Aboriginal fashion label Mainie Australia

The team at Mainie are over the moon that the world’s biggest trade gathering is taking place between 1 October 2021 and 31 March 2022 because the brand’s stunning silk and wool garments featuring authentic Aboriginal fashion and artworks will be front and centre in the Australian Pavilion. 

According to Mainie’s Creative Director Charmaine Saunders, the expo is expecting 30 million visitors, and as such, has required military planning to ensure Mainie is ready to fly the flag with a range of inspirational and covetable garments and accessories. 

Aboriginal fashion label Mainie Australia

“There is no doubt it has been tough over the past year, but we are lucky in that we have had this opportunity simmering away and it is surreal to arrive at this point of dispatching stock and feeling the sense that something really big and amazing is about to happen.” 

“To showcase our products to the world is a dream come true. We have done the hard work, pulled out the stops and basically made sure no stone has been unturned in making it happen,” she said.

Aboriginal fashion label Mainie Australia



To see Australia’s biggest Aboriginal-owned clothing label, go to: How Clothing the Gap has grown into Australia’s Largest Aborignal-Owned Clothing Label.

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