Newspaper article The Northern Star (Lismore, Australia)

Pop into a Pop-Up; Designer Sees Future as Sustainable and Short Term

Newspaper article The Northern Star (Lismore, Australia)

Pop into a Pop-Up; Designer Sees Future as Sustainable and Short Term

Article excerpt

Byline: MEL MCMILLAN Weekend Chief-of-Staff

THE pop-up shop is a new concept in marketing fashion and Lennox Head has its very own store featuring some home grown designers.

A pop-up shop is a retail venue which is temporary. The concept is also known as flash retailing.

Kelli Donovan and Sean Watson, the driving forces behind the Pure Pod sustainable clothing label, opened their store late last year and it has proved to be hugely successful.

aWe will definitely be doing it again,a Ms Watson said.

The store not only features their own range of natural fibre clothing, but also goods from some of their favourite Northern Rivers designers. Everything in the shop has an ecological ethic behind it.

Ms Donavan, the principal designer at Pure Pod, worked in the fashion industry for more than 20 years before starting her own label five years ago.

The philosophy of Pure Pod is to create sustainable clothes without waste.

Working in the fashion industry, Ms Donovan said she witnessed huge waste designing clothes which were created around one trend and went quickly out of fashion. …

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