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ALULU was born out of a small studio in Pottsville, a small and beautiful coastal town north of Byron Bay, NSW Australia.

After 11 years working within product design departments of large fashion companies, we wanted to create a brand that was kind. Kind to the environment, kind to the humans that produce our garments and kind to our consumers. 

At the heart of the label are our premium fabric bases, intricate signature prints and pared-back silhouettes and we follow a simple approach of creating high-quality, versatile wardrobe staples with a luxurious, gentle feel. It is important to us that our products are designed with a focus on longevity. The vibe of the northern NSW coast and culture is our inspiration, and with that in mind, we create breezy throw-on-and-go staples and seaside essentials. With the quintessential Australian woman as our muse, premium off-duty wear is our passion. 
Proudly, all of our garments are designed in northern NSW, and are produced ethically. We value sustainable textiles, production and practices and after production last year between Indonesia and Australia, only using factories that practice ethical and sustainable manufacturing, this year we have taken it one step further and are using a factory in India that has ethical and social compliance trading, as well as using a dynamic network of GOTS certified fabric mills and dye houses.


At Alulu we believe in safe and fair working opportunities for all. We currently spread our production between Indonesia, Australia and India only using factories that practise ethical and sustainable manufacturing.


We are making conscious steps towards sustainability and we are committed to minimising our footprint on our planet, through our business practices and manufacturing processes.  From the fabrics we choose, to our printing and dying processes, right through to the artisans we choose to work with, we believe that collectively, small steps can have big benefit for future generations. 
As part of our journey towards sustainability, we have introduced our premium Italian eco-friendly swimwear fabric which uses regenerated materials salvaged from our oceans. The result is beautiful fabric using 100% regenerated nylon that has the potential to be recycled infinitely. 
For our apparel fabrics, we are proud to be using fabrics where the fabric products have been grown according to strict guidelines on the use of fertilisers, pesticides and synthetic products, and our printing and dying is certified be free of harmful chemicals.  We are always looking at ways we can be more ethical and kinder to the environment. Our packaging is kept minimal, is biodegradable with no toxic residues (or micro-plastics!), and is compostable.  As part of our commitment to protecting our beautiful planet, ALULU also donates monthly to Surfaid and Take3fortheSea. It makes us so happy to be learning and growing towards a more sustainable future for the planet and its inhabitants!