Valuing Timeless Fashion
Apéro was born out of a desire to see women empowered through fashion. We believe that what a woman wears can frame both her internal perspective and what others perceive her to be. Fashion is one of the greatest forms of self expression; we often wear what we feel or what we want to embody. It is a powerful tool that should be invested in, even for those who see fashion as functional and not expressive.
We value timeless design. A woman’s wardrobe should be considered, and not trend-based. A great fashion piece is something quality you hold onto and feel great in years down the track. Shopping, dinner, school drop offs, brunch with the girls: versatility is the key to a valuable and functional closet.The fashion industry as a whole is one of the largest contributors to landfill waste globally, and the rise of fast fashion has only accelerated this further as time passes. We believe we should be part of the solution, not part of the ever-growing issue.
We live in a world of instant gratification. “BUY NOW” social ads scream at us as we scroll through our feeds of “perfect” moments captured in everyday lives. Social media adopters promote products constantly, leaving us to wonder the validity of what people say. The online world has become a fiction of noise, blurbed views and fast moving trends that can change in a matter of minutes.
At Apéro we want to be more than just noise in the crowd screaming “buy our products” and feel good TODAY. We want to be in your wardrobe in years to come. We want to create versatile fashion pieces that women feel confident in everyday. We want to give back to the community through charitable initiatives focused on helping women in need.
We want to strive for more sustainability in our business, by constantly assessing our manufacturing, packaging, logistics and design processes to make sure they align with our values. We say no to child labour and slavery, we say yes to equality and diversity.
We partner with local boutiques and businesses who are passionate about bringing fashion to their communities. We love championing small business. It’s the life blood of our economy.We aim to be better as a brand so we’re asking this question: are you willing to shop smarter? Are you willing to invest into boutique labels championing ‘give back’ initiatives? Are you willing to be part of the solution for reducing fashion waste by buying timeless instead of trend?We’re committed to making a difference, and we hope you are too.
