Since Clothing The Gaps launched in 2021, it has grown its platform, community, and product offering – becoming one of Australia’s most impactful and influential social enterprises. “Our growth has been in response to community conversations, with our messaging on tees reflecting these discussions and social movements,” Laura Thompson, co-founder and CEO of Clothing The Gaps, told Inside Retail. “We listen to what’s happening on the ground and help elevate those messages.” Bu
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But the next phase of Clothing The Gaps’ evolution involves down-sizing and relocating its flagship store on Sydney Road in Melbourne, or Naarm, on Wurundjeri Country.
“Sydney Road has always felt like home. The Brunswick community has supported us from day one, and staying here honours those relationships,” explained Thompson.
“This area is rich in culture, activism, and connection, aligning perfectly with who we are as an Aboriginal business, social enterprise, and B Corp,” she added.
The brand’s decision to move stores but stay on the same street was motivated by the local community’s loyal support, both online and in-store.
More than a store
Unlike the average retailer, Clothing The Gaps’ store puts messaging and activation first and fashion second.
“Our stores have always been a physical representation of what we stand for, and our new store is no different – it prioritises advocacy, purpose, and connection over simply selling products,” shared Thompson.
“From the moment people step inside the store, they’re immersed in messaging that amplifies the fight for First Nations social justice and allyship,” she continued.
Not only does every piece of Clothing The Gaps clothing have a message, encouraging consumers to wear their values, but every element of its new Sydney Road store is designed to spark conversations and inspire action.
“This shopfront is more than just a store; it’s a safe Blak space, a destination for Mob to gather from around the country, and a place for allies to walk with First Nations people and stand in solidarity,” Thompson elaborated.
“To further embody our values, all our retail staff are First Nations, ensuring the space is grounded in culture and representation,” she added.
Smaller store, bigger community
Thompson was transparent that the decision to downsize was in part influenced by the current and uncertain economic climate.
“It’s essential for Clothing The Gaps to remain sustainable and ensure that we’re around well into the future to continue creating impact,” said Thompson.
“This move is also about sustainability in a broader sense – being intentional and mindful about how we use our resources,” she added.
“A smaller, well-designed and well-positioned retail space allows us to focus on what matters most: reaching people, creating meaningful connections, and driving our messaging.”
The new Sydney Road store located on the corner of the iconic Sparta Place is designed to be a hub for more than just selling merchandise.
Thompson is positioning the storefront as “a platform for connection, advocacy, and learning” where the brand plans to host workshops, events, and conversations that will unite communities in education and activism.
“This store is designed to be a place where people feel inspired to live the values behind our messaging, whether that’s through wearing our designs or taking the conversations they’ve had here into the broader community,” she explained.
“It’s about creating a ripple effect of awareness, allyship, and social change.”
While the social enterprise’s retail footprint might have shrunk, its mission to advocate for First Nations communities and lead impactful campaigns like ‘FreeThe Flag’ and ‘Still Yes’ remains as big as ever.
“It’s about doing more with purpose and ensuring that every part of our business contributes to our community advocacy and positive change,” Thompson affirmed.
Clothing The Gaps’ latest campaign, ‘Not a Date to Celebrate’, has amassed support from over 55,000 people who signed its petition, urging Prime Minister Anthony Albanese to reconsider his decision not to change the date of Australia Day. The petition also gained the backing of over 75 Australian businesses and organisations.
“It’s a testament to how the brand and business can advocate and lead for social change,” Thompson concluded.
“Everyone has a role to play in seeing the world become a better and more just place, and we need more people on this journey with us.”