Top 20 Under 40: James and Erica Bartle of Outland Denim

One wardrobe choice by the Duchess of Sussex Meghan Markle changed everything for this local fashion company, rocking their brand to international fame.

Their brand was firmly cemented in the Australian fashion landscape when Meghan Markle wore a pair of the company’s jeans during a visit to Australia in 2018, but Outland Denim founders James and Erica Bartle, both 38, were never in it for the fame and fortune.

It was Liam Neeson’s film Taken that changed the trajectory of this couple’s lives, prompting them to help Cambodian women and their families out of poverty.

Following the movie, the pair were confronted by the idea of the human trade – something James witnessed first hand while on a trip to South-East Asiain 2010. The experience formed the building blocks necessary to create Outland Denim.

James and Erica Bartle of Outland Denim. Picture: Luke Marsden.

The company employs and trains women to make what Mr Bartle says is one of the hardest pieces of clothing to master: a pair of denim jeans.

“We teach our seamstresses how to make every component,” he says.
“Once they have the skill set to make an entire jean, it becomes very useful in another garment factory … or if they had to leave for any reason they are equipped and skilled to work as a high-paid garment factory worker.”

Although Markle wasn’t a planned partnership or one the Bartles expected, her wardrobe choice made a big impact on the company, and now, the Bartles often refer to the “before Meghan” and “after Meghan” era for their business.

The Duchess of Sussex Meghan Markle wearing Outland Denim jeans while in Dubbo in 2018. Picture: Toby Zerna

According to the Bartles, the boost that followed Markle meant Outland Denim was able to open 46 new positions to women in need. Their total number of seamstresses now around 100.

The unexpected expansion didn’t come without challenges however.

“All of a sudden everybody’s having to work harder than they did before.

“We had to learn to manage that and look after people while making sure to maintain integrity from all aspects of our business.”

The company aims to sell 35,000 pairs of jeans in the next 12 months, and as a result hopes to be a driving force in changing traditional production methods within the fashion industry.

“Outland Denim isn’t just about how many people we can employ and opportunities we can give but also about changing an industry,” Mr Bartle says.
“To prove to an industry that producing and doing things in this manner is as profitable as the traditional way, that’s something we’d love to be able to prove and something we have to be able to do.”