This week’s Founder Friday, we sat down with Alison Lennard, the owner and creative director of Philosophy Australia, to discuss how she’s kept Australian fashion local, sustainable, and commercially successful.
No business is an island, we’re the heart of an archipelago keeping our entire economy circular.
When Alison Lennard purchased Philosophy Australia in 2019, she had no intention of revolutionising fashion. She simply wanted to preserve what already worked: beautifully made, locally manufactured womenswear designed for women aged 40 and over.
Months after signing the papers, COVID-19 forced boutiques to close and split her Sydney team across lockdown zones. The timing seemed catastrophic for a new owner of a wholesale-dependent business.
“It was a huge curveball,” she says. “But it forced us to rethink how we work. That pivot showed us our resilience and helped us find new, more flexible ways to operate. It was a powerful reminder that even the worst-case scenarios can lead to unexpected growth.”
That growth has since been recognised industry-wide. In 2024, Philosophy Australia secured Business NSW’s Excellence in Small Business Award (Sydney), the Australian Women’s Small Business Champion Award for Fashion, and APAC Insider’s Women’s Timeless Fashion Manufacturer for Australasia.
“These wins were very unexpected, but they validated everything we stand for,” Alison says. “Shining a spotlight on Made in Australia womenswear has always been one of our core values, and to know that it’s appreciated at such a level makes our hearts sing.”
From designer to director
Alison didn’t found Philosophy Australia, but she’s been its creative force for nearly two decades. After relocating from the UK to Australia in 2007, she joined as a designer and immersed herself in every aspect of operations.
“When the founding director retired in 2019, taking over felt like a natural next step,” she recalls. “Philosophy has been my fashion baby since the beginning. I wanted to keep the incredible team together and build on what we’d already created.”
The label has become synonymous with its motto “easy wear, easy care, wear anywhere,” offering collections that blend comfort, quality, and effortless style. Its signature Bengaline pants and exceptional fit have earned over 200 five-star reviews online, with customers consistently praising the same element.
“We crave to hear ‘It’s a winner!’ from our boutique owners and, ‘I love this garment, I can’t stop wearing it!’ from our public customer after every purchase,” Alison explains.
Transparency as competitive advantage
“Our supply chain is completely transparent and local, from sketch to hanger. Every piece is made with love by artisans we know by name.”
Every Philosophy Australia garment is designed, cut, and sewn in Sydney: a rarity in contemporary fashion. The brand works with just four manufacturing contractors, allowing the team to maintain exceptional quality whilst supporting local employment.
“Our supply chain is completely transparent and local, from sketch to hanger. Every piece is made with love by artisans we know by name,” Alison says.
Around 90% of production is made to order, fewer than 15 people are involved in bringing each product to life, and every supplier can be named. This approach predates the current sustainability movement by years.
“We’re proudly a lone wolf in this space,” she adds. “That level of visibility and authenticity is rare, and it’s something we’re deeply committed to preserving, even as it becomes increasingly challenging cost-wise.”
Despite rising local manufacturing expenses, Alison remains unwavering. “Australians do it better,” she says. “Our customers know that when they buy Philosophy, they’re supporting real people and an ethical, sustainable fashion future.”
Diversification as survival
Historically, Philosophy Australia operated as a wholesale label stocked in over 150 boutiques across Australia and New Zealand. Recognising the need to future-proof operations, Alison launched a direct-to-consumer online store in late 2019.
“It wasn’t to compete with boutiques, but to raise brand awareness and support them while reaching busy customers who prefer to shop online,” she says.
That e-commerce channel now sits alongside wholesale and contract manufacturing for other Australian labels, creating a triple-stream business model that has strengthened financial resilience and market visibility.
“Small enough to care, established enough to make a difference: that’s our sweet spot,” she says.
The brand’s values extend beyond production. Philosophy Australia operates under the internal hashtag #TeamAli, with core pillars of kindness, excellence, and quality. Campaigns including Shop Small, Support Local, Buy Australian Made, and Sprinkling Kindness donate to charities chosen by brand collaborators.
“Sprinkling kindness with every interaction” isn’t just a catchphrase; it’s a daily practice that flows through to customers, stockists, and suppliers, many of whom have remained with the brand for years.
“We see our brand as part of a wider ecosystem,” Alison explains. “No business is an island, we’re the heart of an archipelago keeping our entire economy circular.”
Learning the business of creativity
Transitioning from designer to owner required developing new capabilities. “Running a business and owning one are very different,” she admits. “I thought I understood it all because I was already so invested, but the financial responsibility hits differently.”
Her biggest lesson centres on financial literacy. “As a designer, I wasn’t naturally drawn to financials, but understanding cash flow, margins, and timelines has given me the freedom to focus on the creative because the business side is under control.”
This balance between creativity and commercial understanding has enabled sustainable growth whilst maintaining brand values.
Measuring success differently
“If I can encourage even one woman to choose something that’s made with integrity and kindness, I feel like I’m doing my bit to change the fashion industry – one outfit at a time.”
When asked to define success, Alison’s answer is straightforward: “Real estate in personal wardrobes across the nation.”
Her ambition is for Philosophy Australia to become the brand most associated with Australian-made fashion – a label championing quality over quantity whilst supporting local industry.
She measures success through loyalty rather than volume. “Our customer is discerning, sassy, and kind,” she says. “She’s conscious of her buying actions and appreciates that what she wears says something about her values.”
Connection remains central to her business philosophy. “We care, and so do they,” she says. “If I can encourage even one woman to choose something that’s made with integrity and kindness, I feel like I’m doing my bit to change the fashion industry – one outfit at a time.”
In an industry dominated by offshore manufacturing and fast fashion cycles, Philosophy Australia demonstrates that local production, transparent supply chains, and made-to-order models can deliver both commercial success and industry recognition. For Australian designers seeking viable alternatives to conventional fashion business models, Lennard’s approach offers practical proof that ethical doesn’t mean unprofitable.
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