1. Tell us a little bit about yourself and your brand. Is it just you behind everything? How long have you been in business and where are you located?
Hi, I’m Caroline, founder of Shifty Australia.
I have always been a lover of shift dresses because of their versatility. They are fun but functional, easy and effortless and simple and stylish. Despite being a huge fan of the style, I have always struggled to find flattering shift dresses in quality beautiful fabrics that can be worn time after time. I believe every woman should have that go-to dress in their wardrobe that makes them feel amazing, no matter the occasion. This is why I developed The Classic Shifty, a flattering quality shift dress for women of all shapes and sizes.
The idea for Shifty has been one I have been thinking about and working towards for over 12 months, and so I was so pleased to have officially launched in May this year.
As a small business owner, it is important to me to use beautifully made quality fabrics and to produce the dresses in my hometown of Brisbane, Australia. Supporting local manufacturing and the Australian fashion industry is integral to Shifty Australia’s mission to create well-made, timeless products. As someone who practices minimalism, I truly believe in the mantra of ‘quality over quantity’ and this philosophy is what The Classic Shifty embodies.
When I’m not behind the scenes at Shifty Australia, you can find me running my other business, My Little Coffee Shop, a cute and cosy cafe on the northside of Brisbane. If I’m not there, I’m probably spending time with my family and friends or cuddling with my fur baby, Oscar.
2. Of all the products you sell, what’s your personal favorite?
My favourite is The Classic Shifty in Navy. I love the colour blue so it’s no surprise in my first collection I featured a Navy Blue. I also love the versatility of the colour, it’s perfect summer colour to be worn casually over a pair of togs at the beach, but paired with the right heels and a blazer would also work for the office.
3. Name a brand you love, other than your own. Why do you love it?
I would have to say Camilla because their products are bright, beautiful and they have the most stunning fabrics. The garments are very wearable and versatile which is perfect to add to your capsule wardrobe.
4. Tell us something that most people don’t know about the fashion industry.
In Australia the grading between sizing is only 5cms difference around the whole garment, which doesn’t give much of a ‘size’ difference and may be why so many women find it hard to find a consistent fit and size across different brands. At Shifty Australia we have made every effort to create a sizing system that is genuine and true to fit. To accommodate the dimensions of each dress size, additional care has been taken to increase the material without losing the shape of the design, so your Shifty will flatter your body no matter what your dress size.
5. How do you see the future for ethical and sustainable fashion?
I believe people are slowly becoming more conscious of buying ethical and sustainable fashion and so it is a really exciting time to be a part of woman’s fashion. Although price is still a determining factor, consumers are seeking further information in the products they purchase, material type and origin and the manufacturing location. More and more customers are interested in finding a local brand run by someone they can relate with and even build a brand relationship.
6. Have you personally achieved your perfect wardrobe? If not, what do you need to improve on?
I’m proud to say yes I have! I’ve been working to achieve my perfect capsule wardrobe over the last couple of years and I am now at a point where I only find myself adding items to my wardrobe to replace ones that have simply worn out. It’s a big wakeup call when you find yourself donating clothes you can’t remember wearing or worse still, find clothing with sales tags attached. This is a great reminder of how much of your hard earned dollars have been spent on wasted clothing and a motivator to ensure you only buy quality clothes you will love and wear on repeat.
7. Any particular future plans for the brand, that you could reveal for us?
Where do I start! I’ve got plenty of ideas and plans for Shifty Australia and I look forward to working on those in the months to come. I am always looking at new and exciting dress fabrics, so keep an eye out on our social media @shiftyaustralia and website www.shiftyaustralia.com for updates. We also have a new Shift Dress style on the horizon and we are working to add this to the collection as we continue to build our brand.