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SELF. the label: An Aussie retail ‘slow fashion’ success story

  • Written by Tess Sanders Lazarus

Australian fashion designer and founder of fast-growing label, SELF. the label, Danielle Dona Sghaby, is determined to showcase why slow fashion is the most sustainable and enduring form of fashion on the planet.

As consumers we are responsible for an extraordinary amount of waste that makes its way into landfill and the ocean. Fast fashion is one of the biggest contributors to this problem. There is a way we can save the planet and our wallets at the same time – slow fashion,” Dona Sghaby said.

With a degree in fashion business and ten years of experience in the fashion industry, Danielle Dona Sghaby is no stranger to the inner workings of the fashion industry. On the one hand, the fashion industry is creative, exhilarating and beautiful; at the same time, it is also highly toxic, with a tendency to come down hard on younger up and coming designers trying to get their foot in the industry. It is also an industry with a wasteful mentality towards sustainability and conservation with large numbers of unsold products being sent to landfill. Dona Sghaby recognised that something’s got to change and that is what her company, SELF. the label is aiming to do.

Founded just two years ago in 2020, the label is amassing a fast-growing cohort of loyal followers and customers. The company has had multiple best sellers, particularly their everyday tank top, which was designed as a basic top with a subtle design flair. This item alone has been such a hot buy that thousands of units have been produced to meet the demand.

The meaning behind SELF.

The word ‘self’ is a pronoun for a single being; however, SELF. the label stands for diversity and inclusivity and is a love letter to women of all shapes and sizes. I believe that every girl is entitled to not only be heard, but valued for her voice, mind, and individuality,” Dona Sghaby said.

I believe that the brand is more than just fashion. It represents women breaking free of their past and forging a path for themselves, a metamorphosis from the past to present.  And that is why my label stands for diversity and inclusivity, because ultimately, SELF. is for everyone.

It is cultivated by women who have worked within the fashion industry and saw the need to make a change for the better because of the toxicity of the industry and community. My objective is to create a safe and nurturing environment for young and aspiring individuals who wish to pursue a career in fashion.

The fashion industry is often quite toxic and fails to support the growth of their staff. Many workplaces foster a negative work culture resulting in a high turnover of employees, where staff are rarely promoted to senior positions. This has to change, and this is why I started this label.”

Collections by SELF. the label

Women’s fashion is an over saturated market. That is why it’s important for customers to understand the philosophies and company visions behind every brand, so that they can make informed decisions about their purchases. We are a brand that’s not just about fashion. We’re also about nurturing young and aspiring individuals, because we all have our own individual hopes and dreams, and it’s important to recognise and nurture that,” Dona Sgahby shared.

We are an emerging, boutique label that offers women the chance to invest in elevated clothing at accessible price points, designed with quality, versatility and longevity in mind. Our pieces are curated to stand the test of time. Our designs are bold but classic, versatile yet timeless, high quality but affordable.

We refer to our fashion and our styles as slow fashion. While our products are highly affordable, they are also designed with longevity in mind. Good enduring fashion comprises pieces that are timeless and work with a multitude of accessories and seasonal changes.

Our focus is to ensure that women have a wonderful collection of affordable quality pieces that work across many seasons and aspects of their life including work, casual outings, shopping, cocktails and dinner. This is what we mean by slow fashion. We create styles that will endure and be highly versatile. You will want to keep them in your wardrobe forever.”

Building the brand

We are a small business but we’ve come a long way since we started in 2020 and I’m immensely proud of how much we have achieved in such a short time. Our best seller tank tops sell out in record time and having to put in orders in such quantities is a real testament of how well received our designs and collections are,” Dona Sghaby said.

I’m really excited about what’s to come in the future and if you’ve had a look at our trendy yet affordable clothing lines, you’d definitely be excited to see what else we have coming for you.”

About SELF. the label

Founded in 2020, SELF. the label is an Australian women’s clothing fashion boutique started by Danielle Dona Sghaby who has ten years of experience in the industry and a degree in fashion business. The company’s clothing lines offer women the chance to invest in elevated clothing at accessible price points, designed with quality, versatility and longevity in mind. Dona Sghaby’s goal is to create a safe and nurturing environment for young and aspiring individuals who wish to pursue a career in fashion.


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