Binks is an eco-friendly fashion label made entirely in New Zealand, committed to providing ethical and quality items of clothing. Specialising in silk apparel, Binks founder Brittany McLeod says that the idea stemmed from the influence of her mum, and the handmade clothes she used to make.
“Witnessing this firsthand instilled in me a deep appreciation for the artistry and dedication that goes into creating a single garment. There were times when the clothing my mum made for me didn't quite suit my taste,” said McLeod.
“I vividly recall one particular outfit: a skirt and matching vest made of silk fabric that featured an eye pattern. To be honest, it frightened me a little, but I kept my feelings to myself and wore it proudly, fully aware of the effort and dedication that went into crafting it just for me. This memory marks my earliest recollection of developing my own sense of style.”
Having adopted the desire to be in the fashion industry whilst in high school, McLeod found herself enrolled in sewing classes and developing a love for designing. Fuelling her creativity from the work of others, she decided to avoid completing any formal education in fashion design.
“When I finished high school, fashion design wasn't a topic of discussion, and options were limited to taking a gap year or enrolling in university. The notion of pursuing a trade, starting a career, or capitalizing on creative skills were not on the table” said McLeod.
“Consequently, I decided to pursue a degree in media and communications at the University of Canterbury and while pursuing my degree, fashion design took a backseat. Upon completing my studies, I secured my first 'real' job, embarked on a year of travel, and eventually landed my dream job managing my favourite boutique store.”
As fate would have it, her lust for fashion was reignited just as the COVID-19 pandemic hit. Made redundant and confused with the situation, McLeod took matters into her own hands and launched Binks.
A big connection between McLeod and her label is that she makes the clothes that she would want to wear, uses the materials she likes, and sources them appropriately as she sees fit.
“As a conscious consumer who appreciates bold, exaggerated cuts and bright colours I found it extremely difficult to find clothing that aligned with my values while serving my personal style. When I shop I seek apparel produced in New Zealand, crafted from eco-friendly materials, and that reflects my identity.”
She prides herself on designing sustainable garments with her personal flare of creativity. Drawn to the plant, hemp, McLeod was surprised to find it is not widely utilised within the fashion industry. This added to the motivation to create the ideal label in her opinion.
“At Binks, our unique selling proposition is our main emphasis on utilising hemp silk fabrics for high fashion, setting us apart from other fashion labels. We do our best to bring a sense of fun and joy into the sustainable fashion sector by using colour and pushing the boundaries with unique cuts.”
McLeod said there is no exact time that people should start their own brands, and that there is no better time than the present. Knowing firsthand how the designing element is only one side of the brand, she says that currently marketing and social media are just as important.
With the goal of expanding the brand in her mind, McLeod said that she also aims to make hemp silk high-fashion more accessible is also a hurdle she would like to face.
“The fashion industry can be cutthroat, but finding ways to collaborate and support others can be more fulfilling and lead to greater success in the long run.”
