February 11, 2013
Pure Pod Australian eco fashion
Kelli Donovan was the first person I knew that was designing eco fashion. As a journalist living near Byron Bay, I would sometimes work with her partner, the successful photographer, Sean Watson. I would wander into their shared studio space, and be impressed with the tempting designs in various stages of construct hanging on racks. But more interestingly, it was the feel of these garments that I remember.
Kelli Donovan, could in fact claim to be a pioneer in the Australian eco fashion industry. With 20 years’ experience in the Melbourne fashion world, Kelli’s interest in sustainability, natural fibres and quality eco fabrics, led to the creation of Pure Pod with her partner, Sean Watson.
The Pure Pod label was launched in 2007 at the Organic Trade Show in Melbourne and quickly built a following in a mere six years for the clean cut contemporary designs. Today Pure Pod has grown to become one of the largest dedicated, eco fashion brands in Australia, with clients throughout Australia, New Zealand, Canada, the USA and S.E. Asia.
Based now in Canberra, Kelli Donovan creates an ethical collection for women in the 30 plus market with classic designs and simple style as its appeal to its core customers. The ranges are timeless and designed to be worn in layers, which suits the Australian climate and seasons.
With sustainability as its backbone, Pure Pod tries very hard to minimize its environmental footprint whenever possible. He eco fashion designs are made of 100% Australia Made, using high quality sustainable and eco textiles including – Merino Wool, Soya Bean, Bamboo, Organic Cotton, Hemp, Silk and Linen.
The cool, soft textiles used in the collections adapts to your body temperature, is great for allergy sensitive skin, grown without chemicals or fertilizers and minimizes water wastage.
In July 2009, Pure Pod was successful in receiving an AustIndustry Grant, and in the same year Pure Pod was also a finalist for the FGI (Fashion Group International) Sustainable Business Award. In 2010 Pure Pod was invited to attend a number of different eco fashion shows around Australia and overseas including the inaugural Vancouver Eco Fashion Week in Canada.
In early 2011, Pure Pod was chosen as one of only seven Australian fashion designers to show their collections in New York as part of the Australian governments “G’Day USA” promotion.
Again, in 2011, Pure Pod was a finalist in the FGI Sustainable Business Awards and most recently in 2012 saw Pure Pod accepted by the Ethical Fashion Forum in the UK, to be a part of their “Fellowship 500”, a global sustainable fashion collective. They were also selected to show at the 2012 Asia Essential Textile Fair in Hong Kong.
For more info on Pure Pod checkout their website.