Since its inception in 2006, bassike has been creating quintessential Australian designs to a tee. Deborah Sams and Mary-Lou Ryan’s label quickly became synonymous with the luxurious and wearable everyday pieces that have, rightfully so, since gone on to achieve cult status—with their organic cotton basics receiving wide acclaim both locally and globally.
Speaking to Sams during the pandemic as part of marie claire Australia’s We Wear Australian series, the designer shares how the brand has since adapted to the constantly changing norms within the fashion industry.
“We are proud to be an Australian made, designed and owned brand, so we have been lucky to be able to continue production of our forthcoming collections with our local makers in a safe and health-conscious way,” the designer explains.
But while they have continued to produce their pieces, Sams admits even as a well-established brand, they too had to adjust to the evolving climate—but used the changing landscape as a means to stop and listen to what their customers really wanted.
“We saw this as an opportunity to work closely with our team and to listen to our customers to handle the disruption and refine the product offering,” she says.
Today, bassike has grown to become one of Australia’s leading fashion brands with its philosophy centred on high-quality design and construction, with a commitment to sustainable manufacturing. The latter has never been more important to Australian consumers, who are one of the world’s most dedication conscious shoppers.
“I think the global discussions surrounding the future of the fashion industry that have been voiced during this time are very healthy and necessary for us to see change for the better,” Sams says.
bassike’s cotton yarn used in most of its pieces is Global Organic Textile Standard certified, meaning it contains a minimum of 95 percent certified organic fibres. The yarn is from there knitted into their jersey fabrications locally in Melbourne before being washed, pre-shrunk, and made into finished pieces in a solar-powered factory by local makers. Their jersey production is also zero waste, using 97 percent of the fabric with the other percentage either being donated to local mechanics or kept on hand for future collections.
The designer notes that innovation and agility have never been more prevalent for the label, and that like many designers during this time, a rethinking of the fast-paced nature of the world of fashion is long overdue.
“Watching what has unfolded over the past few months, I have learned the value of innovation, resilience, and remaining agile when facing the unknown,” she says. “I also think it has uncovered some flaws in the speed and pace at which fashion usually moves on a seasonal cycle.”
“I hope, and think that we will see a shift towards quality over quantity when it comes to selecting pieces for our wardrobe, which will include a greater focus on Australian made and the longevity that comes with buying and wearing well-made and timeless designs.”
As for what Sams hopes this rethinking brings: “Action.”
“I have always designed bassike with this in mind, and each new collection becomes an extension of what has come before. Sustainability has been a talking point for many years now and I hope we see action, not just words, come from this.”
marie claire is supporting #WeWearAustralian, helping to shine a light on the Australian fashion industry amid the COVID-19 pandemic.
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