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Goolife is a Melbourne-based, independent fashion label with a commitment to innovation in the areas of sustainability and ethical production and de-gendering fashion.  Founded by Sophie Coughlan, Goolife is a solo-female-run business offering collections made from organic and sustainable fabrics in lush colours with unique, vibrant prints.


From our small studio in Melbourne we design and sample our unique, limited-edition garments. Lovingly created with hand drawn and painted designs which our highly skilled team of creatives in Bali then produce in limited numbers. All of our garments are ethically made in a way that is as environmentally responsible as possible. We work hard to ensure the health and safety of everyone in our supply chain and the health of the environment by keeping our impact as small as possible. (you can read more about our efforts in this area HERE)

Our Mission

Our mission is to create ethical, sustainable clothing at accessible prices.  We do this by taking the approach of Slow Fashion.  We carefully consider the processes and resources required to create quality garments that will last longer, age well and hopefully become treasured possessions.  We take care to use the most sustainable options of fabrics that are available to us and are intentional when selecting our manufacturers - choosing to produce our garments in small, family owned and run workshops which not only have very high quality craftsmanship but also share our values and ethics to ensure that everyone in our supply chain is treated fairly.  We are constantly researching and upgrading our materials and methods striving to reduce our carbon footprint with every collection.  We produce our clothing in small runs to minimise wastage.  Finally, we only sell our clothing through our website, which allows us to avoid any additional markups by selling directly to you, our customer. 

What We Mean When We Say Gender-Neutral Clothing...

Gender-neutral Clothing can mean different things depending on who you ask, and in theory it can be anything.  The idea that clothing is gendered or belongs only to one gender is simply a social construct, people can wear any clothes that they feel comfortable in regardless of their gender identity.  Our ultimate dream is to see the removal of gender from fashion entirely.  Putting clothing into boxes such as womens, mens and gender neutral creates unnecessary separation and exclusion and gets in the way of all people being able to express themselves fully and completely.

Our approach is to engineer our clothes so that they fit well on many different body shapes and sizes.  We design our clothes so that they can be worn different ways to suit different body types - as an example, our jogger jeans:  You can size up for a more relaxed fit that hangs a bit lower on the hips and creates a deeper crotch, you can wear true to size to fit comfortably on the waist whilst still having volume in the legs, or you can size down and wear them tight and high - it's up to you and they look great and feel comfortable worn any of these ways.  We try all of our designs on multiple people of varying genders and body shapes to make sure that our clothes are comfortable and look good worn many different ways.

Goolife is a small business with goals that reach high beyond our self-funded means.  This means that we can’t always stock a large size range and have everything available all the time, so please be patient with us.  But also, please let us know what you would like to see more of. We are always trying to improve our business for you, our customer and we would love to hear any feedback you have to offer us.  

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