Australian fashion brand VRG GRL has shifted from a multi-brand online retail model to a dedicated in-house label after 16 years in business.
The new model is aimed to promote sustainability, with a commitment to building future capsule collections from natural fibres.
VRG GRL co-founders and sisters Daniella Dionyssiou and Natalia Suesskow (pictured) said the business remodelling began two years ago.
The first step was to remove third-party brands from its online store, which reduced the number of pieces uploaded to VRG GRL by 80% and gave Dionyssiou and Suesskow full control over the design, fabric, production and quality of each product in their business.
The sisters also allocated more time to production for design and manufacturing purposes, with the timeline now 1.6 times longer.
“When we embarked on our sustainability journey, we wanted to find ways to speak to, and improve on, all elements of the fashion system,” Dionyssiou said. “From initiating better design through fabrics and waste management to implementing compostable packaging and giving back profits to global causes; we believe there’s action to be taken at every stage of the product life cycle.”
Her sister Suesskow said the move towards its dedicated in-house model came from consumer insights.
“In this day and age, everyone wants to be supporting brands that are trying to do better and are being honest in their approach,” Suesskow said. “We’ve always been transparent in saying that we’re far from perfect and don’t have all the answers, but we do have the resources and power to make a positive change; and the ability to commit to ongoing change as we learn and discover new things.”
Currently, 68% of VRG GRL garments are made from either natural fibres such as linen, regenerated cellulose fibres or certified recycled materials. Dionyssiou and Suesskow said this is expected to increase in coming season launches.
The shift to more responsible materials began with its recycled yarns initiative at the end of 2021.
VRG GRL has also released multiple swimwear ranges made from OEKO-TEX Certified Recycled Nylon.
Its latest release, Palm Canyon, was launched in two volumes with a mix of natural fabrics and exclusive prints.
VRG GRL was founded as a retail store in Brisbane by both sisters when they were teenagers. It now operates as online pureplay.