Our Story

Conscious Fashion

A pioneer of independent, Australian design, ELK was established in 2004 by Marnie Goding and Adam Koniaras in Melbourne, Australia. Leading with a philosophy of conscious fashion, the business was founded on a belief in creativity, innovation and authentic design, contemporary fashion and independent, ethically made products. These values have created a brand of enduring value.

The ELK Mission

To responsibly create product with enduring value through a thoughtful, intelligent design philosophy, crafted with an artisanal aesthetic. To lead a conscious business supporting traditional trades and a circular economy that operates ethically and transparently, in safe, fair and inclusive workplaces. To minimise our environmental footprint and create a positive impact on our local and global communities.

Design Ethos

The ELK aesthetic holds a unique place within the Australian fashion landscape. With a highly considered approach to quality and design, ELK collections resonate with a global audience through a level of product refinement, range curation and intellect that is innately their own. A skilled design team creates unique, highly identifiable sculptural accessories, hand-made leather and ready- to-wear collections defined by an artful vision translated through colour, print and form. With a focus on natural or lower impact materials the business continues to seek better alternatives for fibres, production, distribution, circular solutions and waste.

Elk was awarded the inaugural winner of the 2019 Australian Fashion Laureate for Sustainable Innovation.

Transparency, Sustainability & Ethics

A commitment to ethical and environmental practices has positioned ELK as a leader in the practice of responsible innovation and transparency in the fashion industry. An annual transparency report is published to update our journey as we transform the Elk business to reduce our impact and holds us accountable for achieving our goals along with the decisions we make. It serves as a public statement around our commitments as we face significant social and environmental challenges. We see it as our responsibility to make all decisions for ELK with sustainability at front of mind. See our full transparency report here.

Say Hello

In the meantime, please do not hesitate to contact us at hello@elkthelabel.com and we will be happy to answer any questions you may have regarding who, how and where ELK products are made.

Beneficial Ownership

As a family owned and run business, the beneficial owners of ELK are Adam Koniaras and Marnie Goding.

Marnie and Adam x