Rundle Street East has welcomed a new addition to its fashion lineup with the opening of CABLE, a designer boutique known for its commitment to natural, luxurious fibres and sustainable fashion. This new store joins a distinguished list of Australian labels such as sass & bide, Cue, Veronika Maine, Assembly Label, Daisy Says, and Viktoria & Woods, solidifying the area’s reputation as a hub for premium fashion.
CABLE is the brainchild of Georgina Austin, whose lineage is deeply rooted in the Australian wool industry. This history traces back to her great-grandfather, the founder of Thomas S. Beaumont & Sons, a notable buyer of Australian Superfine Merino Wool. Inspired by four generations of wool industry expertise, Georgina has expanded her range to include other high-quality natural fibres like cashmere, mohair, silk, and linen.
Since launching CABLE at Australian Fashion Week in 2007, Georgina’s focus on creating durable, high-quality garments has earned her brand a substantial following. In less than a year, she expanded her stockist list to 35, and in 2009, she opened her first retail store in Armadale. Today, CABLE boasts 19 locations across the nation and is stocked in major outlets including David Jones.
CABLE’s products are celebrated for their use of Merino wool, a 100% natural, biodegradable, and renewable material. The boutique’s choice of fibre is not only environmentally friendly but also offers numerous benefits to wearers. Merino wool is known for its breathability and moisture-wicking properties, which make it resistant to wrinkles and odours, thanks to its natural lanolin content.
The boutique also features garments made from linen, prized for its lightweight, breathable qualities perfect for the Australian climate. Additionally, CABLE’s pieces incorporate silk, a robust yet luxurious fabric known for its hypoallergenic properties, and cashmere, renowned for its softness and temperature-regulating features.
“We take pride in our approach to everything we do, in a real, honest and down to earth manner. Designed with the modern woman in mind, our collections showcase distinctive seasonal prints and colours, underpinned by unwavering quality, trusted wardrobe staples, and timeless classics,” says Georgina.
With the fashion industry facing increasing scrutiny over sustainability, CABLE’s commitment to natural fibres and sustainable practices positions it as a forward-thinking brand that does not just follow trends but focuses on environmental consciousness and quality. This ethos is likely to appeal to eco-aware consumers who are looking not only for style and comfort but also for ways to reduce their environmental impact.
The opening of CABLE in Rundle Street East not only adds to the district’s prestige but also highlights a growing trend of sustainability in fashion, setting a benchmark for future retail ventures in the area and beyond. With its deep roots in the wool industry and its eye on global fashion trends, CABLE is poised to continue its expansion and influence in the world of high-quality, sustainable fashion.
Find out more about CABLE at https://www.cablemelbourne.com/
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