Everyone has that one T-shirt.  The one that is softer than all the others.  The one that falls in just the right way.  The one you find yourself looking for every time the washing comes off the line.  That is exactly how we wanted an ETC vintage tee to feel.  Simple enough, right?  Apparently not.  Finding the right vintage tee fabric became a journey that lasted almost ten years.  Over that time, we tried different fabrics, weights and finishes, always looking for the same thing: a tee that felt beautifully soft and comfortable from the moment you put it on, while still having enough substance to feel like a quality garment.  We did not want something stiff and overly structured. ...

One of the biggest lessons we have learned in business is that a great piece of clothing starts long before it reaches your wardrobe.  It starts with the people who make it.  Finding great suppliers is not as simple as scrolling through a catalogue and choosing the cheapest option. For us, it is about finding people we can build genuine, long-term relationships with and working together to create products we are proud to sell.  That process can take time.  A garment might look fantastic in a sample but feel completely different once it has been washed and worn several times. A fabric might look beautiful but not have the softness or movement we want. A fit that works in one...

Running a small business is not always perfect.  The years following COVID brought challenges that affected many small product businesses. Supplier relationships changed, production became more difficult to predict, freight was disrupted and managing a growing online business became increasingly complicated.  When someone spends their money with a small business, they deserve to understand what is happening with their order. If something changes or takes longer than expected, they should not be left wondering.  That is something we are committed to and we are excited to have welcomed a small team of helpers to focus on customer service, with emails, DMs and messages daily it is important that we can remain as responsive as possible around the clock.  Our product pages outline...

ETC Clothing has never been just about clothes.  Behind the brand is a family, a small business, a lot of hard work, and a genuine love of creating clothing that feels a little different from what you find everywhere else.  From the beginning, the idea behind ETC was simple: create clothing that women actually want to wear. Pieces that are comfortable enough for everyday life, have enough personality to stand out, and make getting dressed feel easy.  Over the years, ETC has grown and changed, but that part has stayed the same.  We know our customers are busy. They are mums, business owners, workers, grandparents, friends and everything in between. They want clothes they can throw on for the school...

Fashion has a funny way of making getting dressed feel far more complicated than it needs to be.  At ETC, we think the clothes you wear most should make life easier.  We love the pieces you can pull on without spending twenty minutes wondering what goes with what.  A great hoodie.  A comfortable pair of track pants.  A vintage tee you wear far too often.  A warm jacket that works over almost everything.  The pieces that quietly become the backbone of your wardrobe.  Our customers come in different shapes, sizes and stages of life, and we want ETC to feel like a place where more women can find something that feels genuinely good to wear.  For us, comfort is a...

The traditional fashion industry works on a lot of guesswork.  Brands predict how many garments they think people will buy, manufacture large quantities in advance and hope everything sells.  When it does not, those pieces often end up heavily discounted, sitting in warehouses or becoming part of the enormous amount of unwanted clothing produced by the fashion industry every year.  At ETC, we have been exploring a different approach for selected products: making pieces based on genuine customer demand.  In simple terms, we want to make clothing that already has a home.  There are some important benefits to this approach.  It allows us to be more thoughtful about how much we produce rather than ordering huge volumes simply to fill...