Jo Mercer launches lifestyle label Matilda Life
Jo Mercer (pictured) has long been known for her namesake shoe label
Jo Mercer has long been known for her namesake shoe label but it’s a project close to her heart that is drawing compliments from eager Christmas shoppers.
The English-born entrepreneur who moved to Australia at 18 has just launched her one-stop lifestyle shop Matilda Life to the public, intertwining high quality fabrics and fairly priced goods that have all been thought of, produced and shipped on home soil.
‘During the lengthy Melbourne lockdown last year I sat back and reflected on the value of business and supporting local,’ Jo told Daily Mail Australia from her Melbourne home.
‘Very few brands that aren’t designer are manufacturing their garments in Australia and there are still very high quality workers in this space.’
With Covid restrictions encouraging Australians to shop exclusively online – and fast fashion a problematic part of the fashion cycle – key manufacturers and small businesses Down Under have struggled to survive under the weight of financial strain.
‘Matilda Life is easy to wear, timeless basics that you can put on 12 months of the year. Our shoes have already all but sold out, ,’ Jo said of her first collection which includes sweatshirts, sandals, fragrances and accessories.
‘Matilda Life is easy to wear, timeless basics that you can put on 12 months of the year,’ Jo said of her first collection which includes sweatshirts (pictured), sandals, fragrances and accessories
‘We use fabrics like denim, linen and 100 per cent organic cotton that are all sourced in Australia. Our shoes are actually made from kangaroo skin, which is an offcut of the meat industry. So if we weren’t using them they’d end up in landfill,’ Jo said
‘We use fabrics like denim, linen and 100 per cent organic cotton that are all sourced in Australia. Our shoes are actually made from kangaroo skin, which is an offcut of the meat industry. So if we weren’t using them they’d end up in landfill.’
The company’s leather products come from Queensland, shipping boxes are made in Melbourne and stationery is all printed in Sydney – making it a nationwide brand to its core.
Aware of the environmental footprint fast fashion has to answer to, Matilda Life heralds sustainability as a non-negotiable ethos, with packaging that is compostable and fabrics that are organic.
Despite this the brand works to produce items that are priced fairly.
Aware of the environmental footprint fast fashion has to answer to, Matilda Life heralds sustainability as a non-negotiable ethos, with packaging that is compostable and fabrics that are organic
‘We know we’re not “cheap” but we’re also not pitching ourselves at a designer price point,’ Jo said.
While much of the inventory is currently targeted at women – except the fragrances which are unisex – Matilda Life plans to expand next year to include ranges for children and men too.
And the latter are already excited about the prospect.
‘I’ve actually had lots of emails from men saying they love the concept,’ Jo said.
‘Many of them are saying they were waiting for someone to start making things in Australia and they’re glad this is available.’
You can purchase products on the Matilda Life website or see more of the brand on its Instagram.