The history and economic wellbeing of Australia, from the beginning, have been inextricably tied to the wool industry. As a matter of fact, to this very day, Australia holds the honour of being the highest wool-producing country in the world. It is responsible for the production of a jaw-dropping 25% of the world’s wool, worth roughly AU$3-4 billion. As such, wool has sustained and continues to sustain multiple generations of a great number of families throughout this vast continent. This is most certainly the case for the family of Georgina Austin. Austin’s familial connection to the wool industry started when her great-grandfather founded Thomas S. Beaumont and Sons, a leading buyer of Australian Superfine Merino Wool. Georgina earned a Bachelor of Design from RMIT in 2001, and her love of all things fashion and design channelled her into the position of head designer at Melbourne label Nicholson Clothing. She soon discovered, most likely as a result of the overabundance of wool in her DNA, that her strengths lay in the knitwear category. It was not long after this epiphany that Austin launched her own fashion label, Cable Melbourne, in 2007 and once and for all stepped into her seemingly predestined role as a fourth-generation wool buyer.

Cable Melbourne’s first collection debuted at Australian Fashion Week. Amazingly, within the very first year of operation, Founder and Creative Director Austin successfully secured 35 stockists! Not surprisingly, Austin’s unwavering pursuit to create high-quality luxury wardrobe staples – emphasising longevity, as well – was swiftly embraced on a worldwide scale. This momentum resulted in the opening of Cable Melbourne’s first retail store in 2009 in Beatty Avenue, Armadale. Once this retail arm became robust, Austin’s relationships with other natural luxury fibres began to unfold, particularly with cashmere, mohair, silk and linen. This foray into new fibre territory, so to speak, has culminated in the creation of collections that have evolved into modern, timeless and season-transcending pieces. Now, 14 years after its inception, Cable Melbourne is comprised of 11 retail stores and has expanded its presence to 80 independent stockists. This network ultimately reimagines elegant capsule wardrobes which allow women to embrace their everyday stylings effortlessly and luxuriously.

Cable Melbourne

Cable Melbourne

Cable Melbourne

Cable Melbourne

Shop Cable Melbourne

Shop Cable Melbourne

Not surprisingly, Austin’s success is no accident – far from it, in fact. Her strict adherence to a core of quality standards has built a customer base which extends throughout Australia and well beyond. These standards include supporting Australian knitters and makers, specialising in 100% Australian Merino Wool and Pure Cashmere and achieving the coveted Woolmark, a globally recognised symbol for the use of pure, new wool which indicates reliability and quality. For those of you not in the know, it is worth singing the praises of merino wool, generally speaking. Among its many noble qualities, merino wool is 100% natural, 100% biodegradable, 100% renewable, wrinkle resistant, innovative, naturally breathable and protective. Some may even argue that merino wool is nature’s perfect fibre. Specifically regarding supporting Australian knitters and makers, Cable Melbourne offers a Made in Australia collection of sustainable womenswear, reflecting its ongoing commitment to supporting the Australian fashion industry. This line is designed and manufactured in Melbourne and enlists the skills and craftsmanship of an expert team of designers, pattern makers and seamstresses. The Made in Australia collections includes staples such as tops, skirts, pants, coats, blazers, jumpers and dresses. Of course, once the staples have been sorted, it is time to entertain the accents. Cable Melbourne sells an eclectic assortment of scarves, belts, beanies, shoes, jewellery and sunglasses. And considering that winter has recently arrived in all of its windy frigidness, you owe it to yourself to visit the shop at 15B Church Street, Brighton, and experience the comfort, luxury and innovation resulting from four generations of all things wool.  

Lifestyle & Design

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