Gold Coast fashion brand Sabbi responds to viral design controversy
A leading fashion label has broken its silence on a wave of viral plagiarism allegations, rejecting claims it copied designs.
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Gold Coast fashion label Sabbi has broken its silence on a wave of viral plagiarism allegations, rejecting claims it copied designs from small artists and fashion labels and stating it “would never knowingly infringe” on another artist’s copyright or moral rights.
Founded by husband-and-wife duo Jase Tardrew and Ash McDonnell, Sabbi is best known for its oversized slogan tees and bold, retro-inspired prints.
The label has built a loyal following among influencers and celebrities, but the brand faces mounting accusations of lifting imagery and ideas from other creators without credit.
In a full statement provided to The Courier-Mail, Sabbi’s founders acknowledged the public backlash and said they were taking the concerns seriously.
“Sabbi has always been about joy and self-expression, and we’ve poured that spirit into every collection since day one.”
The claims gained widespread attention this week when influencer Fran Close posted a side-by-side comparison video, followed by a post from influencer Ali Caley.
Together, they highlighted striking similarities between Sabbi products and designs by Sunshine Coast artist Jacob Pedrana (Jakey Pedro), Gold Coast brand Lokoa, Melbourne-based artist Ruby Allegra, and US designers Lex Nevin (Dressed in Lala) and Lindsey Gurk (Get Your Pink).
Among the examples cited were a Sabbi sarong that closely resembles Pedrana’s 2021 rodeo-themed artwork; and comparisons between Allegra’s ‘You Deserve Joy’ artwork and several of Sabbi’s shirts and sarongs.
The brand also came under scrutiny for a popular sarong featuring mermaids inside a sardine tin, which has been likened to a 1955 magazine cover by renowned German illustrator Werner Klemke.
Another design has drawn comparisons to a mid-century travel poster originally commissioned for a hotel in Mombasa, Kenya, which is understood to have never been intended for commercial use.
The viral posts triggered a flood of criticism on social media, with many former fans calling out the brand’s silence and vowing to stop purchasing its products.
In their statement, Sabbi addressed the fine line between inspiration and appropriation, stating that the brand has always been transparent about its creative influences.
“We have been loud and proud about our sources of inspiration, including vintage posters, tees and music,” the founders said.
“We also often spot artists taking inspiration from our original creations, which we welcome. Style trends are just that: trends.”
“We would never knowingly infringe on an artist’s copyright or moral rights — it’s just not something we would ever do.”
The controversy comes soon after criticism arose earlier this month when Western Australian artist Tahnee Kelland revealed on Instagram that a brand had painted over a $3000 canvas she had sold and later shared the altered version publicly.
Although she did not name the buyer, online speculation quickly pointed to Sabbi, a connection the brand has since confirmed in its statement.
“During the week, I reached out privately to apologise to the artist whose canvas I repurposed a month ago, to let them know it wasn’t personal or malicious,” the founders said.
“While sharing the new painting, it didn’t register that some people may have recognised the old work.
“It was, however, a poor decision, and I’m sorry to anyone else I let down.”
“It’s painful to see any of my work erased, but especially this one,” she said. “It held a lot of meaning for me. I wish they’d simply passed it on or not covered it up.”
While Sabbi did not respond directly to each individual comparison, the founders emphasised that they are listening to the community and committed to moving forward transparently.
“This community is so important to us. We are reflecting carefully on the feedback being shared and will move forward with kindness and respect,” they said.
“Thank you to the Sabbi community for supporting us.”
Legal experts say the allegations raise significant questions around copyright law, attribution, and the grey area between influence and imitation in fashion.
Without commenting on the specific claims about Sabbi’s works, Associate Professor Kanchana Kariyawasam, an intellectual property law specialist from the Griffith Business School at Griffith University, said the threshold for copyright infringement in Australia is based on substantial similarity, not exact copying.
“In the Australian legal context, copyright infringement is assessed not solely on direct copying but on whether a ‘substantial part’ (a significant or important part) of the original work has been reproduced even if indirectly or with some changes. The ‘substantial part’ is assessed qualitatively, not just quantitatively,” she said.
She added that in fashion, relying on vintage references or public domain artworks does not guarantee legal safety.
“Moral rights may remain in effect in Australia even after copyright has expired, in limited circumstances, particularly in cases involving false attribution or derogatory treatment of a work,” Associate Professor Kariyawasam said.
“Even if a work is not directly copied and copyright infringement cannot be proven, these moral rights can be invoked.”
However, she noted that copyright disputes in creative industries are rarely black and white.
“The relationship between Australian copyright law and fashion is complex and uneasy,” she said.
“Fashion is classified as ‘applied art’ under the copyright regime, which affords it less protection than that granted to ‘fine art’.
“Designers are often forced to choose between the two legal regimes, as registering a fashion design can result in the forfeiture of
copyright protection. In essence, Australian copyright law does not provide adequate legal safeguards for fashion designers.”
It is understood there is no past or current copyright litigation involving Sabbi, and that these are the first allegations to be raised publicly against the brand.
Originally published as Gold Coast fashion brand Sabbi responds to viral design controversy
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