Meghan’s Dubbo denim changing lives forever

The “Meghan Markle effect’’ just keeps on giving for Outland Denim.

James Bartle and wife Erica at Outland Denim headquarters in Mount Tamborine, Queensland. Picture: Luke Marsden

The “Meghan Markle effect” just keeps on giving for Outland Denim.

As well as offering employment to disadvantaged women, it has managed to quell Australia’s store wars. Queensland entrepreneur James Bartle launched the business in 2016 to help protect women in Cambodia from sex trafficking by providing jobs.

When the Duchess of Sussex wore a pair of the brand’s Harriet jeans to Dubbo during last year’s royal tour, it sparked a frenzy that saw a 3000 per cent spike in sales over the following two weeks.

Although Meghan’s style sold out in 24 hours, buyers around the world were so taken with the jeans and their story that they were happy to pre-purchase and wait the six months for delivery.

Meghan Markle in Outland Denim jeans in Dubbo. Picture: Toby Zerna

“They’ve been very patient,” Bartle says. “They are literally about to receive them now.”

While he concedes he hadn’t heard of Meghan before his phone started ringing hot that October morning, Bartle is now forever grateful to her for “giving a loudspeaker” to the brand.

“It’s given us global exposure and that’s lasted since she wore (the jeans) six months ago,” he says. “You couldn’t buy that kind of exposure. And she’s spread the awareness of what we’re here to fight, which is human trafficking and slavery and environmental ­issues associated with fashion.”

An extra 46 women have been employed in Cambodia as a direct result of the Markle effect, bringing the total workforce to 120. Both David Jones and Myer have dropped their usual exclusivity ­requirements for new brands to stock the label.

Outland Denim is being recognised in Australia and globally for its work. In the Baptist World Aid Australia Ethical Fashion Report, released today, Outland Denim is one of only two brands to receive an A+ rating across all categories.

On Saturday it took out the fashion category at the Australian Small Business Champion Awards; two weeks ago it pocketed two Global SDG Awards, recognising private companies adhering to the UN sustainable development goals. “We’re very grateful for the recognition,” says Bartle.