After the latest step in a "massive journey", Aboriginal social enterprise and fashion label Clothing The Gaps are sticking to their values, and inviting others to join them.

From meeting as colleagues at the Victorian Aboriginal Health Service, co-founders Laura Thompson, a Gunditjmara woman, and non-Indigenous business partner Sarah Sheridan went off on their own by establishing Spark Health Australia in 2018, with a few pieces of merchandise coming soon after.

Six years later and after separating from Spark as its own entity in 2020, Clothing The Gaps has become a staple in many Australian wardrobes with followers in the hundreds of thousands across social media.

It's a brand identity common in the suburbs around its new home on Wurundjeri Country.

The company opened their new flagship store on Sydney Road, Brunswick in Naarm's inner-north last week.

"This really is a fresh new space. It's a destination spot for people who come into Naarm to visit, and we really hope to be around here for a long time and continue to use our brand to advocate for First Nations people," Ms Thomspon told National Indigenous Times.

Clothing The Gaps offers both 'mob only' and 'ally friendly' products across their range.

Ms Thompson believes "we're all walking billboards" with opportunity to put their values out there for others to see.

With an accompanying t-shirt, their online petition calling for recognition "January 26 is not a date for national celebration" has, as of January 20, collected more than 21,000 signatures.

Last week, former member of Victorian Parliament and current Greens candidate for the federal seat of Wills, Samantha Ratnam, committed to tabling the petition "as one of the first things I do" if elected this year.

Ms Ratnam, who told National Indigenous Times she believes "the tide is shifting", despite ongoing examples of publicised criticism of stances against celebrating the public holiday.

"I encourage everyone to understand the stories of First Nations communities and listen to what they're asking us because that's how we build unity and solidarity," she said.

Others have jumped on board to back the petition.

Something like a t-shirt can be enough to start a conversation, Ms Thompson said.

"We really want people to wear their values and go out and spark those conversations in their circle of influence that support Aboriginal and Torres Strait people," Ms Thompson said, later adding "more than ever, it's important that people wear their values and let people know where they stand, especially in this political climate."