The Brisbane fashion brands making global waves

A universal experience for teenage girls, Brisbane sisters Daniella Dionyssiou and Natalia Suesskow couldn’t find anything in their closets they wanted to wear.

It was at that moment, at just 17 and 19 years of age, they decided to create their own dream clothing store.

Now VRG GRL (pronounced Verge Girl) has a combined following across Instagram and TikTok exceeding 1.2 million, and the likes of Ariana Grande, Kendall Jenner and Taylor Swift wearing their designs. It’s safe to say the brand has exceeded expectations.

VRG GRL founders Daniella and Natalia started their brand 16 years ago.

While Dionyssiou said the brand’s celebrity appeal isn’t solely responsible for their growth, the exposure does help amplify VRG GRL to new audiences.

So, where did it all start for the sisters?

“We borrowed $30K from our parents, bought stock for a small storefront, and the rest is history,” Dionyssiou said.

Six years later, VRG GRL shifted to a solely online business model, shutting down all bricks and mortar stores. In 2022, they transitioned to an in-house design-led model, which meant they stopped selling clothes from wholesalers and started to establish their signature style which they say is their “biggest achievement yet”.

“This shift gave us greater visibility over our supply chain and allowed us to create with greater nuance,” VRG GRL co-founder Dionyssiou said.

“Now, our pieces feature thoughtful silhouettes designed to fit with ease, hand-painted prints, and fabrics you’ll want to live in.”

Daniella Dionyssiou, VRG GRL co-founder

“Looking back, it’s incredible to see how much we – and the brand – have evolved over the years.

“Despite all the growth, our core mission remains the same: we’re here to help young women express their individuality and creativity through style,” Dionyssiou said.

For the sisters, the city of Brisbane played a crucial role in the identity of the brand.

“Brisbane is home for us, and it inspires much of what we create … We’re proud to be part of a community that celebrates individuality and continues to push the boundaries of fashion and style,” Dionyssiou said.

“In my eyes, the Brisbane fashion scene is a perfect blend of effortless style and individuality. Women here seek pieces that are versatile and easy to wear, yet still unique.

Another Brisbane brand that continues to push the boundaries is SABO, founded in 2011.

Drawing inspiration from Brisbane’s warm weather and relaxed atmosphere, best friends and sisters-in-law Thessy Batsinilas and Yiota Kouzoukas, credit their home in much of their designs.

SABO founders Thessy Batsinilas and Yiota Kouzoukas

“Our [SABO’s] aesthetic aligns with Brisbane’s fashion identity through our relaxed yet refined designs that resonate with the local warm weather and outdoor lifestyle,” co-founder Kouzoukas said.

The executive director of the Whitehouse Institute of Design, Daniel Clements, said “thoughtful and quality-driven” fashion investments were front-of-mind for Australian consumers, particularly young women.

SABO focuses on one-of-a-kind prints and silhouettes

“The success of VRG GRL and SABO stems from their commitment to delivering well-executed design solutions. Their focus on authenticity and individuality in their collections has helped them carve a niche both locally and globally.

“They don’t fall into the trap of imitation. Instead, they embrace original concepts, unique silhouettes, and distinct storytelling.”

Daniel Clements, Executive Director at Whitehouse Institute of Design

With a similar trajectory as VRG GRL, SABO (originally SABO Skirt) started selling wholesale brands but quickly transitioned into designing their own unique styles and prints.

They’ve now evolved into an internationally known brand with a trip to New York Fashion Week last year to showcase their elevated and event and resort-wear brand, ZACO.

“ZACO pushes fashion boundaries and focuses on stand out prints and silhouettes with high-fashion design elements,” Kouzoukas said.

For SABO co-founder Kouzoukas, there were challenges in owning a brand and moving away from a wholesale model.

“Having more control and flexibility over design elements and supply chains for us outweighs the risks by far,” Kouzoukas said.

Last year the founders built their very-own SABO HQ which they say is a physical representation of the brand’s design aesthetic.

SABO’s HQ was built last year and is the brand’s “biggest achievement yet”.

Both VRG GRL and SABO are looking to expand into more bricks and mortar stores in 2025. For VRG GRL this will take them back to where they started and away from the online-only model they’ve been operating in.

“After years of customer requests, we’re going back to our roots and opening a bricks and mortar store – this time, in Sydney … [we’re] definitely open to exploring more physical boutiques in the future,” Dionyssiou said.

Clements believes the success of brands such as VRG GRL and SABO is inspiring a new wave of Brisbane designers to think globally and aim high.

Currently, more than half of VRG GRL’s customers are based in the United States while 60 per cent of SABO’s customers are based internationally.

The sisters behind beloved brand VRG GRL, design everything in house.

“I anticipate a surge in local designers focusing on innovation and print, offering design solutions that appeal to both local and global audiences,” Clements said.

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