As the fashion world turns its gaze towards World Environment Day and the industry’s role within it, female-led, ethically certified Aussie clothing brand Merrow Anam, is forgoing the thrill of fast fashion and fleeting trends. And, opting instead to dare to move differently.
Founded in late 2023 by Australian designer Anna Horton, the label is less concerned with keeping up and more focused on slowing down. Romantic, detailed, and quietly radical, it redefines what it means to be a sustainable brand. Not through declarations, but through deliberate, thoughtful design.
With collections crafted in small runs, Merrow Anam exists at the intersection of storytelling and sustainability. The garments – tenderly embroidered, delicately crocheted, lovingly finished – feel more like heirlooms than trends. “The more you look, the more you see,” Horton says of her work, and she means it. Her pieces invite intimacy: from the hand-drawn prints inspired by vintage fabrics, to the custom details designed to evoke memory, emotion, and place.
But, Merrow Anam’s ethos goes deeper than surface beauty. At the heart of the label are the female-led, ethically certified factories in India where each garment is brought to life. These workshops – Fairtrade, GOTS, and SEDEX approved – are more than production houses; they are creative partnerships, spaces where traditional techniques are honoured, not outsourced. In a world where heritage skills are increasingly under threat, Merrow Anam positions its makers not as anonymous labourers, but as essential storytellers.
That philosophy found powerful expression in the brand’s recent collaboration with ProjectThrive – a women’s empowerment initiative supporting rural artisans. The partnership resulted in the Ivy Crochet capsule: a delicate study in craft that also delivers genuine social impact. Woven into each stitch is something quietly radical – time, skill, agency.
Of course, fabric choices matter too. The brand gravitates towards natural fibres – linen, cotton, and more recently, ramie and hemp – chosen for their durability as much as their environmental footprint. The goal: a full transition to organic fabrics by 2026. But, Merrow Anam’s sustainability model doesn’t hinge on materiality alone. Rather, it lies in its insistence on emotional durability – creating clothing that means something, that asks to be kept, mended, passed on.
Even the logistics are low-impact. Orders arrive in recyclable boxes, protected by biodegradable satchels. No plastic. No excess. Just garments carefully made, and carefully sent.
There is something almost nostalgic in the way Merrow Anam operates. Its rhythm feels more like that of a couturier than a commercial fashion house: intuitive, considered, intimate. Each collection unfolds slowly, shaped by feeling as much as fabric. It is not chasing relevance. It is creating its own quiet language.
As the fashion world turns its gaze towards World Environment Day and the industry’s role within it, Merrow Anam reminds us of something important: sustainability is not a marketing strategy. It is a way of thinking. A way of making. A way of honouring those who create and those who wear, in equal measure.
In other words, it’s not just about doing less harm. It’s about doing more good. And, doing it beautifully.