Fashion has become a major part of society as we know it, but who is behind all of this influence? While many people would guess America and its major corporations, the real answer is all the way across the globe in Australia. Brands like White Fox, Cotton On, and Princess Polly have become the main source of hot fashion finds, yet most people assume they are American. These brands all come from “Down Under,” and are based in Australia.
After asking around and speaking to multiple Upper School students, the results came back unanimously. Every teen agreed that the quality of these Australian products was much higher-end than the average American brand. Jayda Villada, grade 11, felt that “The clothing from the brands listed have a much higher and longer lasting quality” and Lizzie McDonough, grade 11, agreed saying, “You are more likely to get what you’re paying for,” when ordering from these Australian brands as opposed to the American ones. Speaking from a personal perspective, I have bought many items from both Cotton On and White Fox and multiple name-brand American stores, and the difference is evident. Simply taking a look at what each piece of clothing is made of can demonstrate the quality difference.
While the only negative side of ordering from these Australian brands is that the shipping fees and wait times may be longer, the positive quality gap makes up for that loss. Emily Sacco, grade 11, stated that the only “downside to international shipping is the cost and having to possibly deal with the return process,” however she continues on to say that “international brands give you the care and quality you’re looking for.”
To be specific, this quality gap can be directly viewed by comparing the Australian brand Cotton On’s Plush Premium Hoodies and the American brand Levi’s Logo Hoodies. The Cotton On hoodies are made of 55% cotton and 45% polyester, while the Levi’s ones are made of 100% cotton. The difference between the two is that Cotton On uses a blend of materials to ensure their hoodies don’t shrink and are worth the price you pay, whereas Levi’s strictly uses cotton to keep the prices of their materials down. American brands like Levi’s tend to be more selfish, wanting to save money and mass produce rather than spending a few extra dollars to create a good quality product. The price breakdown is what makes this comparison more crucial. The Levi’s hoodie costs $69.50 regularly, while the Cotton On hoodie only costs $59.99. You would think if you are paying more, the quality would demonstrate that price, but that is not the case with American brands. Both the quality and price of the Cotton On hoodie are better than the Levi’s one. It’s small details like these that make most Americans lean towards international brands when picking their clothing items.
Australian companies have done a great job of connecting with younger generations. Not only do they do a majority of their promotions on platforms like TikTok and Instagram, but they also cater to the latest fashion trends. Australians have noticed a common theme of sweatsuits and all things cozy, so stores like White Fox began their best-selling line of sweatsuits. Sylvia Stark, grade 11, said that the Australians do a good job at covering all aspects of the fashion industry, stating that, “Each of the clothing brands is known for different items of clothing.” White Fox has devoted much of its time and money to creating great sweatshirts, hoodies, and sweatpants to keep up with the upcoming matching set trend. When promoting this line, they have reached out to many famous influencers to market their products. Jayda Villada, grade 11, felt this was a positive promotion idea because the influencers, “Wear their clothing and look good in them, which is good because people can see what the clothes look like.” These Australian brands have also done lots of collaborations with famous influencers like Shannon Harris and Kat Clark to boost their brand’s popularity.
What most people fail to realize is that a majority of their clothes nowadays come from brands outside the U.S. Unless they specifically search companies for their international status, it is most likely that the consumer is unaware their clothing comes from another country. These Australian brands are causing American brands to change their products, simultaneously, Americans are influenced to buy from their companies without the knowledge of them being international. As time continues, it can be projected from recent findings that Australians will continue to take over the fashion industry both in quality and style.
Over the past few years, Australian fashion has subtly risen to the top, overtaking the dominantly American industry. The hottest fashion trends like matching sweatpants and hoodies stem from brands like White Fox, Princess Polly, and Cotton On. They have achieved their status by aligning themselves with a younger audience both in their promotion and in their products. This shift focusing on international is not just a trending topic, it is redesigning the fashion industry completely.
