Rowie the Label – Brand Spotlight
Rowie fashion is free-spirited, feminine and beautifully refined
ROWIE has grown into an internationally recognised label with four annual collections of ready-to-wear.
A family-run business, ROWIE the Label prides itself on using high-quality, small-run productions and artisanal craftsmanship, while sourcing sustainable, natural materials wherever possible.
Why it's a Mum Loop fit
Representing Rowie the Label was a no-brainer. A label that had been on my radar for a few seasons now, for its timeless, casual, yet chic appeal. The styles are transseasonal, making these worthy investment pieces for a mum-friendly wardrobe that needs to deliver on multiple fronts. I love styles that don't date quickly, and that can mix and match with ease and always look stylish. I can now officially vouch for the high-quality materials used and the beautiful construction of the garments. Happy to say, I'm in the Rowie fan girl club.
Meet Rowie, the designer
ROWIE The Label was founded by its namesake designer, Rowie Moore, in her hometown of Byron Bay, Australia, where she first began selling handmade pieces at market stores as early as 2003. From its conception, the brand has gathered a loyal following through artisanally crafted clothing that pays homage to the effortless style of coastal towns, while transcending international borders and seasonality.
The self-taught designer started making clothes from a young age. Rowie left school at fourteen and delved into fashion design, exhibiting her first show at 17. Rowie eventually made her way to Sydney, where she found inspiration at the ‘Oasis’ - a long-standing share house in Surry Hills that had been a haven for bohemian creatives since the 1970’s.
Living at the Oasis, Rowie delved into fashion design, sewing, and pattern-making full-time. This period of experimentation and creative freedom fueled her artistic talent and creative drive, leading to the launch of ROWIE in 2013 from her hometown of Byron Bay, Australia.
“I felt like I needed to create something unique and different. We as women are all so different but when you find a piece of clothing that feels good, it’s a wonderful feeling.”
Rowie finds inspiration from her travels around the globe, the women around her, nature, and the colourful streets of Byron Bay. Rowie aims to celebrate the unique beauty of each woman and feels incredibly grateful to do so.
“That’s what the ROWIE girl is...comfortable and confident in who she is.”
Rowie brand values and practices
Rowie's preferred fibres that they utilise in their yearly collections include natural linen, zero-waste knits and organic cotton and wherever possible, they always opt for the option that will reduce their eco-footprint. Rowie designs In-house in Byron Bay and has longstanding relationships with their small-scale manufacturers in Indonesia and China.
Since the beginning, Rowie have been dedicated to small-scale production to inhibit waste from overproduction, the use of harmful chemicals, and unethical labour practices. This means each of the four collections they produce yearly are desgined to be transseasonal with a limited run of products in each. The goal is to reduce their environmental impact and ensure that the manufacturing team is treated fairly and not overworked to meet deadlines.
The Rowie aesthetic
Rowie the Label is known for its timeless, coastal-inspired, trans-seasonal clothing, swimwear, and accessories, emphasising natural fabrics, artisanal details, sustainable practices, and small-batch production.
The brand focuses on effortless, feminine designs using materials like linen, silk, and organic cotton. The brand's style epitomises relaxed, feminine, coastal vibes with a beautifully executed, refined edge.
Free-Spirited, yet Refined
