In 2018, I found myself creatively unchallenged at work, so I started jotting down my own knitwear designs, my chance to put them down on paper.
I was growing curious about how I could create meaningful knitwear. I desperately wanted people to move away from throw-away fashion and invest in pieces that last and stand the test of time, but it had to be affordable.
We have written here about our distaste for fast fashion and how Maxted aims to be an affordable, sustainable knitwear brand.
Once I had a range, I contacted a factory, a family business I had worked with for quite some time. I only work with 1 supplier and don't squeeze them on price. I have been there and done that, and I don’t like it. At Maxted, we work fairly and openly, and quality is always paramount. Our supplier submits third-party audits, so we know they are working ethically.
Building a Brand With a Difference
After over a decade in the fashion industry and seeing inappropriate behaviour, I promised myself that I would treat everyone with kindness and respect. And I've kept to that. I have built some incredible relationships that I continue to enjoy.
Australian Merino is a cornerstone of our range—supporting Australian farmers is something we truly value. Read more about that here. But not everyone can afford this luxury yarn, so we select yarns from mills that have an eco-friendly outlook.
Yarns are also selected on their performance. Recently, we cancelled a few styles because the yarn they were knitted in pilled. We want our knits as durable as possible to keep them from adding to landfill and to ensure you have timeless knitwear you can wear for years. It's why we test our new yarns before we stock them, to make sure they're good enough.
One Collection To Reduce Waste
We ship 1 collection a year. We do not overproduce. Once a style runs out, we don’t restock until the following year, or we may end it after 1 season.
Packaging is another area we have improved, all knits are packaged in biodegradable bags. You can read about them here. Swing tickets are made from recycled paper, and we ship packages in cardboard.
Slow Fashion For Sustainable Knitwear
Today, eight years on, and ready to receive our eighth winter shipment, my values have not changed. In fact, it feels even more important to uphold them and share transparency.
I lean into slow fashion more than before. I think it is important to have fun getting dressed, as an outfit can put a spring in our step, but we must be able to future-proof those items we choose to spend our money on, knowing they are not a one-season trend but a timeless trend.
What Slow Fashion Looks Like at Maxted
January: Final checks before the collection ships to Melbourne, AU, and Christchurch, NZ.
February: Stock arrives and is distributed to our family-owned warehouse in Dandenong, Melbourne.
March: Orders are picked and packed for wholesale and retail customers.
April: Designing begins with sketches, tech specs, and yarn selections sent to the factory.
May: Samples arrive, and fittings commence. Occasionally, I visit the factory to oversee the process.
June: Finalizing colours, yarns, and shapes. Photoshoot samples are prepared.
July: Photoshoot month—models, locations, and styling are finalised. Costs are reviewed for customer affordability.
August: Samples are shared with the sales team, and orders are confirmed by October.
September: Planning stock for our website and forecasting future needs.
October: Production orders are placed with the factory.
November: Production yarn is spun, and the final fit for each style is confirmed.
December: Production begins, with quality control ensuring perfection.
Customer Appreciation
Our customers recognise our efforts to prioritise sustainability and quality:
“The use of natural sustainable materials.”
“Eco-conscious fashion.”
“The main benefit from Maxted Clothing Services the high-quality sustainable materials with timeless designs providing customers with warmth, durability, and eco-friendly fashion choices.”
“Quality, sustainable, luxurious.”
“Stylish, warm, trustworthy.”
The last point I’d like to add is that I am leading a more sustainable lifestyle myself. I don't have to choose which big brand I need to sell my soul to—I am independent. I can raise my family while spending plenty of time with them.
Thank you for this honour and for coming on this journey with me.
