Say Hey to Sportsgirl: Pretty Knits, Popping Colours and Positive Impact
Cute crochet floral women’s knitwear, embroidered denim matching sets and cool quilted jackets? Yes please! The latest offerings from Sportsgirl are not only set to keep us toasty and trendy through the cool months, but they’re also warming our hearts with the news of their B Corp certification. This global certification recognises businesses that meet high standards across social impact, environmental responsibility, ethics and transparency.
Some brands come and go, flickering through the (fast) fashion landscape like a passing trend. But Sportsgirl? For generations of Aussies, this heritage icon has been more than a brand; it’s a rite of passage. The iconic bright, primary colours of the logo have stood the test of time and are recognisable to most. Admit it: we all have a Sportsgirl story! It may have been your first stop for swiping on lip gloss, finding a perfectly slouchy duffle bag, or discovering your style for the very first time. Kind of like the effortlessly cool sister – always there, always ahead of the curve, always encouraging you to be exactly who you want to be.
Sportsgirl opened the doors to their very first store on Swanston Street, Melbourne, way back in 1948, and went on to launch in Sydney in 1960. There have been many inspiring campaigns over the years since. In 2007, they embarked on a partnership with the Butterfly Foundation to help raise awareness and funds to assist those dealing with eating disorders: over $3 million has been raised to date. 2018 saw the launch of the BE THAT GIRL movement; Sportsgirl’s way of giving Australian women doing great things a platform to inspire and encourage others to be comfortable and confident in themselves and to follow their passions. The first campaign starred the likes of social media icon Cartia Mallan, MTV presenter Flex Mami, and Paralympian Joany Badenhorst, to name a few. Future campaigns championed themes of ‘love, life and self’, with author Bri Lee, scientist Macinley Butson and actors Mavournee Hazel and Gemma Bird Matheson.
Sportsgirl moves with the times, too. It’s no easy feat getting B Corp-certified, and maintaining it takes ongoing commitment. The certification independently verifies that Sportsgirl meets high standards of performance, accountability and transparency – not just in environmental factors but in social and governance aspects, too. “We want our impact to be both meaningful and lasting, from people to product to supply chain. Being B Corp-certified means our customers are with us on our journey of commitment to fostering environments where women thrive,” they told us. “This means you can shop knowing we’re committed to providing a better option, one that makes people feel great, both in themselves and in their purchasing environments.”
This ethos of conscious consumption isn’t new to Sportsgirl, but it’s taking centre stage in a world where shoppers are asking bigger, bolder questions about their clothing. “In recent years, we know our customers are more conscious about what they buy. We believe that at our price point, no other retailer in the market is doing quality as well as we are, which is why they are still shopping with us amidst an increasing focus on sustainability and a cost-of-living crisis,” they explain. Sportsgirl focuses on thoughtfully constructed garments, high-quality fabrics that wash well and collections that increasingly celebrate sustainable fibres like Australian Cotton, BCI Cotton and European Linen.
Sportsgirl’s cosy range of cute-yet-practical women’s knitwear tops is just what the weather ordered this chilly season, too, with women’s cardigans, women’s knitted sweaters and embroidered women’s vests providing both warmth and versatility. Feel like a colour pop? Bright reds and mellow pinks rub shoulders with baby blue and lemony tones. Need versatile neutrals? Creams, chocolate browns and soothing greys are all part of the palette. From lightweight layers to cosy textures, knitwear can be a wardrobe staple to carry you through every season. Layer up or down as needed for effortless vibes!
And when you’re ready to pass on your beloved items, Sportsgirl has made it easy by partnering with RELOOP. When purchasing, just click the RELOOP option, and later down the track, you’ll be able to resell, rent, recycle or repair your items via the RELOOP platform. Founded by the GlamCorner team, RELOOP is an easy way to help brands and consumers transition towards a circular fashion system.
Becoming B Corp-certified is a big step forward in accountability for this iconic brand, and we can’t wait to see what’s next.
