Sydney Retail Festival - Emerging Local Brands

  • Fashion
    Sydney Retail Festival - Emerging Local Brands

Source: Alchemy story

Sydney Retail Festival is a platform that represents Australian and International Brands, Suppliers and Manufacturers of fashion clothing, apparel, footwear, jewellery and accessories.

Originating in Melbourne, the objective of the festival is to support the retail industry and encourage businesses to connect as well as provide delegates an opportunity to discover practices, trends, technology and offerings from Australia’s leading fashion businesses. This was achieved by a program of free seminars, workshops and runway shows that ran across two days on the 14th-15th September.

This event also offers a great opportunity to meet with young emerging designers and hear their stories. Some of the designers exhibiting included Alchemy Story, Chaotic Clothing and AMEOS. 

1. Alchemy Story

Upon approaching the exhibition stand for Alchemy Story to browse their cashmere offering, I saw a particular scarf which sat as a contrast amongst the other products. The stall exhibitor informed me the material of the scarf was Nettle.

The fabric has in fact been used for over 2000 years and lost its popularity in the 16th century when cotton arrived. It is however considered one of the planets most pristine and purest material forms and because it grows uncontrollably it is a quickly renewable resource. The Nettle and Cashmare scarves are all made by the artisan community mainly women in the Himalayans that the founders of Alchemy Story have a strong relationship with.  

Alchemy Story’s cashmere product is sourced from goats that live 14,000 feet above sea level and is taken from the thin inner coat of hair that insulates them during the long winters. It’s soft and comforting to the skin and surprisingly durable. This collection can be viewed on their website and you can also follow their story on @alchemy_story.

2. Chaotic Clothing

Since 2013 this urban streetwear label has created both mens and womenswear.  Recently the designer identified a gap in the market for men’s larger sizes. He set about with his team creating an option for this size category calling the collection the Chaotic King range. Chaotic Clothing had just returned from exhibiting at the Magic Apparel trade show which happens twice a year in Las Vegas. This trade show brings together the world’s best fashion retail buyers organised by UBM Fashion with the objective to provide consumers with the best apparel, footwear and fashion products from around the world. Chaotic Clothing has also featured in the Daily Telegraph newspaper for innovative streetwear.

The designer has always loved brands which has sustainability at the core and decided for his clothing range that the cotton they use for their products are ethically sourced. The best part of this range is that it is all created, designed, printed and embroidered in their Sydney in-house studio on Sydney’s northern beaches which is established within the designer's home. There is so much more to the designer’s inspiring story as it was a privilege to meet a talented and sustainably minded founder at the helm of a local brand. Keep up with this brands happening's and collection by heading to their website and by following their instagram @gochaotic


Ameos designer Angelika Juraja has many years’ experience in sports wear retail and has identified an opportuniy in the domestic market which prompted her initiative to create a range of women’s caps.  The caps are all curved snap backs with large vertical openings at the back of the caps to allow for pony tails and buns. Her family is the inspiration behind the brand name and for this young entrepreneur who is new to the apparel market. It’s a beautiful range with three embroidery logos that compliment the range of hats and the brand's target market. Take a look at their beautiful range on or follow their happenings on @ameos_au.

References: Fashion Fabrics Spotlight (Jessica Bucci) Aug 25, 2013

Image Sources: Tereza Berkemeier


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