Set to launch Lutruwita The Label next month, Lucy Gardner is one of many emerging Indigenous designers gaining attention.
"I'm a proud Pakana woman from Lutruwita/Tasmania. I grew up on Truwana/Cape Barren Island, and like many Aboriginal families, my connections stretch right across Lutruwita. I wouldn't describe myself as a creative in the traditional sense. My journey has been about finding a way to honour culture and bring Palawa Kani (Tasmanian Aboriginal language) into everyday life," she told Style Up.
"I lost my dad before I had my twins, and my mum soon after they were born, and that made me even more determined to create something meaningful that honoured culture and could carry on for my girls and community. I'm still learning Palawa Kani myself, and Lutruwita the Label has become part of that journey"
Gardner says the name is "the most important part" of her label.
"Lutruwita is the Palawa Kani word for Tasmania. Starting there meant the brand would always carry language at its heart," she said.
"I launched the label because I wanted to create clothing that was modern and wearable, but also a platform for culture. It's about making sure language and culture becomes part of everyday life for our community."
Gardner says that her brand is for everyone, particularly those who love to support mob.
"My brand is for everyone. Aboriginal people who want to proudly wear culture, allies who want to show their support, and anyone who loves streetwear style. At the moment I'm offering t-shirts and hoodies, with kids clothing coming soon. The designs are minimal and bold, but the deeper layer is the language, its clothing with meaning," she said.
"I'm also looking at adding trackpants, but I may bring those in as a later drop rather than at launch, so there's always something new for people to look forward to.
"I also want to create collections tied to significant Aboriginal events, like Change the Date rallies and NAIDOC Week, so the clothing can be part of those moments of visibility and strength."
Gardner says the journey so far has "been equal parts exciting and overwhelming".
"Launching an Aboriginal brand brings a huge sense of pride, but also responsibility. The support has been incredible, seeing people support the pieces is empowering," she said.
"At the same time, it's a steep learning curve, especially juggling business life with being a mum. But at the end of the day, that's what makes it worth it.
"This year I'd like to grow by adding more variety. I'm working on bringing in kids wear, and I'd also love to introduce accessories like beanies, hats, stickers and smaller items like that. It's about making LTL feel accessible and part of everyday life, whether it's a hoodie, a tee, or even something simple like a sticker.
"At the same time, I want to keep building the community around the brand and making sure everything I bring out stays true to the purpose of celebrating culture and language."
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