We Dash Love is for the Everyday Person That Shops with a Conscience
Ashly Craig, Founder of We Dash Love
I live in a small town on the north west of Tasmania with my partner Gregory. We moved here 5 months ago after living in Melbourne’s fast paced city life for a few years. We love the fashion and inspiration of the city - but as I’ve gotten older I’ve craved the simple life I had growing up on a farm; while we’re not on a farm yet, being in Tassie seems one step closer.
We’re both creatives, I’m a photographer and Gregory is a graphic designer, We Dash Love has been our collaborative side project for almost 4 years. When we aren’t working we split our time between our veggie patch and road tripping around Tassie with our two pups. We are also suckers for spending a ridiculous amount of time trawling thrift stores and tip shops looking for the next project to revamp or fabric to make something from.
I wholeheartedly believe everything does not needs to be new and there is something so charming about making something from materials that have already lived another life. You can’t buy that kind of character and its good for the environment!
WDL supports labels who value longevity and transparency, creating collections for flexibility within various lifestyles. It’s for the everyday girl (or guy) that shops with a conscience on both ethical and sustainable fronts, buying not for a single event but for a piece to incorporate into your lifestyle as a firm wardrobe staple for many years to come. We’re also huge on natural fabrics due to their biodegradable nature and breathability so you’ll find plenty of linen, tencel and organic cotton within our collection.
I came up with the idea about 5 years ago. I’m such an independent person and I’ve always preferred to do my own thing my way, I like to be in control (haha) and 5 years ago I really started to clue into the destruction of our environment at the hands of the fashion industry. Also around that time was the devastating collapse of Rana Plaza, which was really the first time I’d actually asked myself ‘where do my clothes come from’? I always bought expensive clothing so I just assumed it had to be ethical — but that’s not the case at all. Once you learn about these things it’s impossible to turn blind eye and I knew if I was going to do my own thing, I had to be sure that it reflected my belief system and was part of the solution.
There is quite a few Eco fashion stores out there now, which is fantastic but I guess what makes us different is it’s really a collection of things that I love and represents my own style and values. I simply want to create a platform for people to make better choices. I’m no expert in all the perils of the fashion industry. I, like a lot of our customers, am learning more everyday and I’m just trying to make the best decisions I can which is reflected in our collection at WDL. I want our customers to feel good about purchasing from us, we’re on this journey too!
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Oh that’s such a tough question! I’d say it’s the Kowtow Rib Polo. I’m obsessed with this colour and its got a bit of a romantic nod to the 70’s which I love. I actually had to grab one of these for myself and it looks amazing with some checkered wide leg pants I made from material I found at a thrift store.
We sell clothing that is designed and made to last. We don’t follow trends, we stock classic pieces that are easy to incorporate into whatever your style is and we hope that 5+ years down the track will still be some of your favourite items in your wardrobe.
We’ve also changed our business model to minimize waste. We don’t believe in carrying stock that might not sell only to have it sold at rock bottom prices or sit in our warehouse collecting dust. While we still have a sale section of things that are on sale from older seasons we’ve since made the shift to working with designers on a drop shipping platform where they either make items to order or they hold a small amount of stock and ship directly to our customers.