Activewear with a Purpose: Empress Athleticus's Sustainable Manufacturing Commitment
Empress Athleticus, the women owned and run Australian-made activewear brand, is proud of its decisions to change their business model to one that not only boosts sustainability but also underscores its commitment to producing high-quality garments for all women.
When Empress Athleticus launched in March 2021, the overwhelming success of their first collection, which sold out in just one day, signaled the beginning of a promising brand journey. Spanning sizes from 8-26 AU (S-2XL) at the time, the business embarked on a standard collection launch strategy: producing garments, then making them available for sale.
However, the brand's dedication to sustainable fashion and its aspirations for eco-friendly manufacturing meant a strategic pivot was essential. Recognising the prevalent industry challenge of "dead stock"—unsold garments that eventually find their way to landfill—Empress Athleticus was determined to lead the change.
By May 2021, a pattern was forming, and it became imperative for Empress Athleticus to adapt to their customers' wants and needs. Empress Athleticus decided to trial a Pre-Sale strategy. This approach allowed our customers to purchase their preferred size and style within a collection, and we would then cut, make, and dispatch each piece within 20 working days. This strategy, while laden with uncertainties, was an effort to ensure that no one missed out on getting exactly what they wanted from our range.
"Our presale model was an astounding success. It not only resonated with our core belief of sustainable manufacturing but also enhanced our customer satisfaction. By ensuring our garments are crafted specifically for each order, we're proud to say that we make garments for you, not for landfill," stated Brittany Lewin, Founder and Business Owner of Empress Athleticus.
The driving force behind Empress Athleticus is to offer a safe and inclusive space for all women, regardless of size or body shape. Embracing customer feedback is a core value at Empress Athleticus, and one that doesn’t just extend to our sustainability efforts. Through allowing our customers a voice, through our Empress Athleticus Community on Facebook, we’ve expanded its range to include seven sizes, covering XS to 3XL (6-30 AU). “We believe that every woman deserves comfortable clothing that makes them feel beautiful”. Says Brittany.
As an Australian owned and manufactured business we aim to be at the forefront of the slow-fashion movement and encourage other brands an individuals to embrace sustainable fashion. We thank our community, from the bottom of our hearts, for always encouraging our commitment to sustainability and ethical manufacturing, their passion for local manufacturing is our drive to always be better”. Brittany concluded.