Known for his unique graphics and engaging colourways, First Nations designer Josh Deane has created a brand - By Josh Deane - built on culture and craft.

Returning to Paypal Melbourne Fashion Festival this week, Deane showcased his brand's newest collection on the event's premium Joywear Runway.

Carefully curating a brand centred around story, spirit, and style, By Josh Deane reflects Deane's love for Country, personal attitude, and artistic vision.

With every garment made to order, Deane's clothing is not fast fashion, but wearable art.

Style Up caught up with the talented designer ahead of his runway at Paypal Melbourne Fashion Festival.

"To be honest, 2026 has arrived in a bit of a blur. It's been one of those rare, rewarding moments where years of prep work finally meet the outcome," he said.

"I kicked off the year as a finalist at the Wyndham Art Gallery, which was a massive creative high, but most of my energy since then has been internal. I've spent the last six months in a heavy development phase, and with Fashion Week looming, I'm finally ready to unveil an entirely new collection.

"It's a genuine mix of anxiety and relief to see these concepts move from 'work in progress' to the real world."

Deane said his new collection is a high-energy celebration.

"I am absolutely thrilled to be showcasing my latest collection on the Joywear runway," he said.

"Being selected for this event is a milestone for me, especially since my primary goal is to evoke a sense of joy and connection through my work.

"This collection is a high-energy celebration of vibrant colour, featuring motifs inspired by the natural world, specifically animals and botanicals. I've also woven in some personal elements from my upbringing in the metal scene, creating a unique fusion of counterculture and joyful aesthetics."

With Deane having progressively grown the brand's status and success over the past 12 months, the multi-talented creative credits this success to authenticity, working hard and utilising fashion as a space for connection.

"The last 12 months have been an incredible foundation for By Josh Deane," he said.

"Since it was our first year in the market, it's been a period of steady growth and constant learning. Our 'Marsupial Mayhem' collection has really resonated with Mob, which has been amazing to see.

"My goal is to show my community that this path is possible even without a traditional background; I didn't study fashion and I dropped out of school, so this brand is built on years of hands on hustle.

"While I want to inspire my community, I also want to reach people outside of it. I want allies to wear the brand as a genuine, non-tokenistic show of support turning fashion into a bridge for real connection."

Looking ahead, whilst the designer has many shifts he wants to implement within his own brand and business, he expressed he would like to see a change in how the federal government supports local, sustainable manufacturing.

"In 2026, I want to see a major shift in how the government supports local, sustainable manufacturing," he said.

"Currently, the barrier to entry is almost insurmountable unless you have an eye-watering amount of capital. We need more than just rhetoric; we need manufacturing levies and financial incentives that make it viable to keep production on shore.

"It's disappointing to see so many brilliant Australian-owned businesses forced overseas or closed down due to a lack of sectoral support.

"I want to see an industry where 'Australian Made' isn't just a luxury for the few, but a sustainable standard that fuels our own economy."

With many projects in the works, Deane confirms that Paypal Melbourne Fashion Festival is only the start of what is set to be an extremely busy year.

"MFF is just the beginning of a huge year for us," he said.

"After the runway, I'm diving back into my bespoke wearable art and continuing to push for a more sustainable, Aussie made industry.

"I like to let the work do the talking, so if you want to see what's coming next, keep your eyes on the brand. We're just getting started."

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