So, you’re interested in starting a clothing brand? Whether you’re designing your own line of wardrobe basics or stocking your online store with wholesale beanies, starting a clothing brand can be an exciting and rewarding journey.

Although it is a competitive space. The good news is that with the right steps, solid planning, and a bit of hustle, you can turn your concept into a thriving business.

Here’s a 10-step guide to help you kick things off the right way.

1. Define your brand vision

Before you sketch a design or print a logo, take a step back and define your purpose. What’s the story behind your brand? What do you stand for? Are you creating surf-inspired streetwear on the Gold Coast, eco-conscious fashion in Melbourne or high-end formalwear for a niche clientele? Maybe you’re driven by a passion for fashion or the business opportunities the industry offers.

Whatever your motivation, establishing a clear brand identity is essential. Define your tone of voice, values, target audience and the overall aesthetic. A strong brand foundation will inform every decision you make (from product design to marketing) and help your brand resonate with the right people.

2. Know your audience

You can’t (and shouldn’t) try to sell to everyone. Instead, focus on a clearly defined niche. Are you speaking to university students, fitness lovers, parents, or high-end fashion enthusiasts? The more deeply you understand your audience, the better equipped you are to meet their needs.

One of the most effective ways to define your target market is by creating a detailed customer profile. This includes key details such as age, location, lifestyle, values, and shopping habits. For instance, targeting Australians who prefer minimalist activewear is very different from designing for those who love bold, expressive festival outfits.

Let’s say your ideal customer is a 32-year-old single male who hits the gym three times a week. He’s busy with work and social life, and he prioritises comfort, simplicity and convenience. He’s not interested in flashy fashion—he wants quality activewear that fits seamlessly into his lifestyle.

This kind of insight doesn’t just guide product development, it shapes your entire brand strategy, from marketing to messaging. The clearer your audience, the more effectively you can attract and connect with them.

3. Research the market

Before you spend a cent, suss out the competition. Who else is already out there doing something similar? What are they doing well? What gaps can you fill?

Look at price points, marketing strategies, product quality and customer reviews. This research helps you position your brand effectively and avoid common pitfalls.

Also, stay on top of fashion trends—but don’t just copy them. Use them as inspiration to create something unique to your brand.

4. Design your first collection

This is the fun part—bringing your vision to life. Start small and focused. A core collection of 3–5 well-designed pieces is often better than launching with 20.

Whether you’re doing the designs yourself or hiring a freelance designer, make sure your designs reflect your brand identity and resonate with your target audience.

Don’t forget the practical side. Think about fit, fabric choice (especially for the Aussie climate), durability, comfort, size, etc.

5. Source materials and manufacturers

Quality is key. Your customers will remember how your clothes feel and how well they last. That’s why it’s essential to choose suppliers and manufacturers who share your commitment to high standards and ethical practices. Always request samples, read reviews and ask important questions about working conditions, lead times and minimum order quantities.

Consider manufacturing locally in Australia. Supporting local jobs can strengthen your brand story and appeal to conscious consumers. People increasingly care about where and how their clothes are made—and so should you.

Investing in sustainable and ethical partnerships isn’t just better for the planet; it’s a powerful way to connect with customers who value transparency and responsibility. The fashion industry faces serious challenges: fast fashion, waste and unethical labour among them. By choosing to be part of the solution, you’re building a brand that stands for something meaningful.

6. Create a memorable brand name and logo

Your name should be unique, easy to remember and available as a domain name and social media handle. It doesn’t have to be super clever, but it should mean something to you and your customers. Consider investing in a designer for this step. A solid logo is worth its weight in gold.

Your logo is your first visual impression. Keep it clean, adaptable (works in black and white, on clothing tags, online, etc.), and consistent with your brand vibe. 

7. Set up your online store

An online store is essential. You can use free platforms to create a sleek, functional website. Ensure your site is mobile-friendly since most consumers are browsing (and buying) on their phones.

Make sure it includes easy-to-read font, menus that are easy to navigate, customer communication channels and relevant information on both the brand and its products (high-quality product photos, size guides, clear pricing including GST, shipping info, returns policies, etc). 

8. Sort out the legal stuff

Don’t skip this. Register your business name with ASIC, get an ABN (Australian Business Number) and check if you need to register for GST. If you’re selling online, have clear terms and conditions, privacy policies and return/refund policies that comply with Australian Consumer Law.

It might be worth chatting with a small business advisor or accountant early on to make sure you’re covered.

9. Plan your marketing strategy

You don’t need a massive budget to get attention, you just need consistency and creativity.

Start by building a presence online, especially through social media. You can work with micro-influencers who align with your brand, and consider launching with a giveaway or limited drop to build hype. Email marketing, paid ads and local markets or pop-up shops are other great ways to get noticed. 

The most important thing is that you connect with your customer on a human level before you try to sell your product. This can mean offering a meaningful story about what your brand is about or sharing valuable insights and opinions regarding relevant topics. This helps build a customer relationship, which can turn into trust and loyalty (and goodwill) for the brand. 

10. Launch, learn and evolve

Launch day is just the beginning. Expect hiccups, learn from them and keep moving. The brands that last are the ones that adapt, improve and stay connected with their customers. 

So track your sales, website traffic and customer feedback. Are people loving your tees but returning the pants? Are they asking for more colour options or extended sizing? Was there something offensive in the advertising of the product? 

Always take feedback on board and strive to never stop learning and improving. This will ensure your business’s life cycle will never end.

You’ve got this in the bag

Starting a clothing brand takes time, research, dedication and consistency. If you stay true to your vision and your audience, there’s room for you in the market. Every iconic brand started somewhere. Why not start yours today?

DISCLAIMER – “Views Expressed Disclaimer: Views and opinions expressed are those of the authors and do not reflect the official position of any other author, agency, organization, employer or company, including NEO CYMED PUBLISHING LIMITED, which is the publishing company performing under the name Cyprus-Mail…more