SLOW journal
Being true to yourself
A conversation with Alison Lennard of Philosophy Australia
After falling in love with Sydney’s sun-drenched charm, designer Alison Lennard swapped the streets of London for the Australian lifestyle in late 2007 - a move that would forever shape her creative process and redefine her brand’s identity.
“I’d say that there have been two main changes in my design approach since swapping from English to Australian consumers, Alison reflects. “Firstly, I noticed a more relaxed approach to day dressing and that resonated with my personal style and secondly- and
most obviously - is that climate dictates wants and needs.”
With Australia’s longer summers, Philosophy Australia places emphasis on breathable fabrics and silhouettes that prioritise cool comfort. “Whereas the UK has four distinct seasons so no one timeframe has more importance than another, and designs that can layer and have year-round flexibility are key.”
This thoughtful approach to design is central to Philosophy Australia’s ethos. Proudly 100% Australian-made, the brand champions ethical manufacturing and sustainability at every turn. “Local manufacture is the backbone to all that we do. We pride ourselves to be ethical in that we consider people and planet with every item we create,” Alison says. “We have a very transparent supply chain and can name every pair of hands that touch the design from sketch to dispatch, which is done right here in Sydney.”
It’s a rare and refreshing model in today’s fast-paced fashion world - one Alison is determined to preserve. “We are a unique business in that way and know that our production model is sustainable as we have been producing in this manner for almost two decades, with a very minimal footprint.”
That footprint is impressively light: 90% of all production is made to order, fabrics are selected for longevity and stretch recovery, and even the packaging is compostable or recycled. “We do not add additional plastic packaging... and send our products out on recycled hangers to our wholesale customers, which we encourage the reuse of,” she adds.
“By valuing staff, contractors, suppliers, and customers alike as part of the PA family, we have an enviable workplace and a brand synonymous with heart,” says Alison. “We like to ensure every interaction is sprinkled with kindness, and we know that as a small business this is an important part of our identity and appeal.”
It’s not just the environment that benefits from Philosophy’s slow fashion ethos - its people do too. “By valuing staff, contractors, suppliers, and customers alike as part of the PA family, we have an enviable workplace and a brand synonymous with heart,” says Alison.
“We like to ensure every interaction is sprinkled with kindness, and we know that as a small business this is an important part of our identity and appeal.”
At the heart of Philosophy Australia is a mission to create garments that embody their now-iconic motto: “Easy wear, Easy care, Wear anywhere".
For Alison, balancing style, comfort and practicality isn’t just a goal - it’s non-negotiable.
“I create and produce with qualities of fabric specifically developed for their endurance, performance, wearability and durability,” she explains. “I want our customers to know that they can wear, love, wash and repeat often and can do so with confidence that the garment is going to last and continue to make them feel fabulous when wearing.”
This longevity speaks volumes. “I hear countless comments from customers that they have been wearing the same pair of bengaline pants (which are our signature style) for more than 10 years, and although that’s not ideal to our sales revenue it’s something we are proud of.”
Running a brand that’s both creatively rich and commercially sound isn’t always easy, especially when you’re at the helm of both design and operations. “I love the creative, I don’t love the business side,” Alison admits with a smile. “But I know that they go hand in hand, so I try to do a little of each every day to balance it out.”
Over time, she’s come to embrace the “big girl pants stuff” too. “I take on advice and help where I can learn and improve my business acumen ... and I believe it’s also helping my design work too, as I must adapt to be cost effective and commercial.”
Still, her “happy place” remains firmly rooted in the beginning of each new season - “creating colour palettes, developing prints and playing with shape and detail.”
When asked what advice she would offer to aspiring designers, Alison speaks from a place of experience: “Go and get as much experience in every part of the industry you can before you niche. It takes many ‘hats’ to be successful as a designer.”
She credits much of her success to her early days working with large teams across various departments - from buyers and merchandisers to garment techs and marketers.
“I could watch and learn from tghem, alongside my own role in design.”
And if there’s one guiding principle that has carried her through it all? “Be true to you.”
It’s a quote that applies not just to her timeless, purpose-driven style—but to the way she does business, too.
