As a second-hand retailer, we see hundreds, if not thousands of different brands come through our doors. Some way more than others! We decided to do a little research into the brands you love the most, according to our best sellers of the last year. Some of them you’ll find no surprises, while others are new kids on the block.
Here’s the list, scroll to the end to find your number 1!
10. Ganni
Copenhagen
Hailing from the stylish Scandi city of Copenhagen, Ganni (pronounced GAH-NEE) is the love child of husband and wife creative directors Ditte + Nikolaj Reffstrup. The brand is built on the values of Scandinavian simplicity - although instead of adorning black and neutral tones that Copenhagen is known for, the brand chooses to heroise bold colours, fun prints, and whimsical femininity. Pieces are laid back, everything is designed to be worn riding a bike (a staple of transport in Copenhagen). From Ganni’s conception, the brand has implemented sustainable practices; however, they understand the double-edged sword of being sustainable / and a fashion business.
"We’re not perfect but committed to making better choices every day, minimising our social and environmental impact across the entire business. We see this as our moral obligation and every action counts.”
Shop Ganni here.
9. Nancybird
Melbourne
Proudly Australian-owned, Nancybird began in 2002 as an accessory brand in Melbourne, making handmade bags and purses on a small scale. As the brand grew, it expanded to clothing and homewares, all with their signature naturalist sensibility. Nancybird often collaborates with local artists to create unique textile patterns reminiscent of Australia's natural flora and fauna. Our customers love Nancybird for their natural fibres, flattering silhouettes and local nature.
Shop Nancybird here.
8. Variety Hour
Melbourne
Nestled in the thick of Gertrude Street is the pop of colour and delight that is Variety Hour. Since we launched our shop in 2015, Variety Hour has been coming through our doors in troves - and it doesn’t stay for long! Founded in 2016 by textile artist Cassie Byrnes, Variety Hour “explores the technicalities and craft of print design and uses our products as the canvas”. The prints are made using gouache (water-based paint), inks and markers before being digitised and adapted into prints for clothing, homewares, and more.
Shop Variety Hour here.
7. Kuwaii
Melbourne
Long known as ethical fashion trailblazers, Kuwaii always puts radical transparency on show with their customers. They have cultivated space in Melbourne and beyond where brands can be forthcoming about the ins and outs of running a fashion business to shine a light on how much goes into making the clothes we wear.
“Kuwaii garments are graceful in their strength, feminine yet never frivolous, modern yet timeless, and equally suited to a bustling city street, a busy cafe or shaded laneway dinner as they are to giggling bike rides and meadow-larking, sun-kissed afternoons”
Shop Kuwaii here.
6. Kloke
Melbourne
Do we love our Melbourne-owned brands! Next up is Kloke, whose name is derived from the word ‘Cloak’. Producing over 50% of their garments in Australia, Kloke makes men's and women's garments that are classic and wearable in nature. Pieces are carefully constructed with high-quality fabric from Japan, ensuring longevity in use. We love a good pair of Kloke jeans, and their printed tee’s are really cute for summer.
Shop Kloke here.
5. Gorman
Melbourne
Probably the most popular and divisive brand Melbourne has seen to date! The brand was created by Lisa Gorman in 1999, scaling around Australia and Japan with over 55 stockists by 2003. The label’s fans, dubbed ‘Gormys’, love the brand for its colourful palette, loud prints and powerful silhouettes. Here at Mutual we rode the Gorman train in our beginnings, fostering a community of resellers who loved to swap out their pieces second-hand rather than buying new. In our stores, we love seeing their colourful knits, raincoats and artists' collaboration pieces.
Shop Gorman here.
4. Elk
Melbourne
Operating as an independent, family owned business, Elk have stayed true to their values since their beginnings in 2004. The label is focused on creating authentically designed pieces for the modern Australian woman. They have a continued commitment to ethical manufacturing, with their 6th annual sustainability report released this year, leading with a data-driven approach to transparency. Our customers love Elk for their natural fibres, flattering silhouettes and digitally manipulated prints.
Shop Elk here.
3. Obus
Melbourne
Mutual Muse <3 Obus! Our neighbours in Northcote, Obus have been coming through our doors in waves since we opened. We even collaborated with them back in 2023 to facilitate a buy back program in exchange for a discount on new Obus goods. Obus focus on creating ethically made garments, right here in Melbourne. They’re print crazy like others on this list, creating joyful patterns honoring travels abroad and highlighting Australian symbolism.
Shop Obus here.
2. Kowtow
Wellington
Kia ora! The only New Zealand brand in our list is one of our absolute favs. Kowtow have been a cult pick of our customers for decades. Their sustainably sourced fabrics, timeless design and flattering silhouettes keep our customers bringing it in and keeping it in rotation. Kowtow are working towards closing the loop, with their Repair Program, keeping clothes in use and out of landfill. We love!
Shop Kowtow here.
1. Alpha60
Melbourne
Finally our number 1, Alpha60. Their name is inspired by Jean-Luc Godard’s 1965 sci-fi classic ‘Alphaville’ - and the references don’t stop there. Alpha60’s design is continuously inspired by the world of film and art. Beginning in 2005, Alpha opened their store on Brunswick Street in Fitzroy where it still stands today. As a proudly independent label, Alpha60 runs direct-to-consumer, creating accessible, timeless and interesting silhouettes for their customers. We especially love Alpha’s perma-pleat tops, barrel leg jeans and cute merino knitwear!
Shop Alpha60 here.
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We’re so incredibly proud that 8/10 of our best selling brands are Melbourne owned and operated, and 10/10 are sustainability focused! This speaks volumes about our customers and what you choose to clothe yourself in. Mutual Muse is Melbourne’s number one online store for shopping curated second-hand clothing, shop new arrivals every weekday at 5pm!
Xx MM