Based in Naarm/Melbourne, 'By Josh Deane' is a brand which prides itself on creating unique, ready-to-wear pieces that celebrate the beauty of Australia.

First Nations founder Josh Deane strives to blend tradition with modernity, creating garments which honour the land, its inhabitants, and its stories.

"By Josh Deane is a fashion brand that weaves together my passion for Indigenous culture, art, and design. With a career spanning 15 years in the fashion industry, I've drawn inspiration from my personal experiences, cultural heritage, and deep connection to country," said Deane.

"The brand's aesthetic is deeply rooted in the country's unique landscape, featuring iconic motifs and imagery that reflect the beauty of Australia's animals, botanicals, and natural wonders. Through my designs, I aim to share my story, promote cultural understanding, and celebrate the richness of Indigenous culture.

"By Josh Deane is a platform for storytelling, where fashion meets art, and tradition meets innovation. By sharing my perspective and experiences, I hope to spark a deeper connection and understanding of Indigenous culture and its significance in the world of fashion."

This month the brand made its Melbourne Fashion Festival debut on the Back In Blak runway - an exciting moment for both Deane and everyone involved in the brand's creation.

"This is indeed my first time participating in Melbourne Fashion Festiva as a designer, although I've had the privileged of modeling in the festival a handful of times in the past. I'll be showcasing my latest collection at MFF plus a few bespoke runway exclusive pieces, which is a thrill for me," Deane told Style Up.

"The opportunity to participate came about after the MFF team discovered my debut ready to wear collection, which I released in December. They reached out to me directly, and I'm incredibly grateful for their support and for inviting me to be a part of this amazing event."

The designer says the industry has had a positive response to the brand's unique range.

"I'm thrilled to say that By Josh Deane has received a warm and enthusiastic response from the Australian fashion industry and consumers alike. The brand's unique blend of cultural storytelling and Australian-inspired designs has really resonated with people," he said.

"As a designer, my goal has always been to create a brand that celebrates the beauty and individuality of Australia from a First Nations perspective, and it's amazing to see that vision taking hold. The feedback from consumers and industry insiders has been incredibly positive, and I'm grateful for the support and encouragement that's been shown to the brand."

Deane says the fusion of First Nations culture and community into the brand goes beyond aesthetics.

"Fusing First Nations culture and community into By Josh Deane goes far beyond just incorporating graphics and motifs onto garments. For me, it's about honouring the legacy of my ancestors, who cared for and protected this land for thousands of generations," he said.

"By promoting the importance of caring for and respecting Country, I aim to not only celebrate First Nations culture but also encourage others to adopt a deeper appreciation and understanding of the land and its original custodians. This approach is woven into the very fabric of the brand, and I'm committed to continuing this important work through By Josh Deane."

Deane has grand projects planned for the remainder of 2025.

"2025 is shaping up to be an exciting year for By Josh Deane. In April, we'll be launching a brand-new collection that will mark the beginning of our autumn/winter range. This fresh drop will feature bold, innovative designs that showcase the brand's unique aesthetic," he said.

"I've also been busy behind the scenes, designing a stunning range of dresses that will expand our product offerings. These new pieces will offer customers even more ways to experience the By Josh Deane brand.

"While we don't have any specific collaborations to announce just yet, we're always on the lookout for like-minded partners who share our values and passion for innovative design. Stay tuned for more updates from By Josh Deane in 2025."

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