Eighteen months since the iconic women’s brand, Fella Hamilton, took over ownership of the Hedrena brand, we thought we would catch up with them and see how they are going.
Fella Hamilton and Hedrena are the perfect marriage of two high-quality Australian brands. We couldn’t be more thrilled in offering the Hedrena quality garments in all of our 35 retail stores and through our website.
Due to the successful introduction of Hedrena into our range and by making these gorgeous Merino garments accessible to all our customers, we have now gone one step further. We’ve brought the production of all our Hedrena garments back home! Not only is the fabric produced from Australian raised, 100% Merino sheep, but all garments are locally produced right here in Australia using our Ethically Accredited factories and suppliers.
“The DNA program offered by AWN has given us that extra ability to share important information with our customers. Having a story that they can follow a great Australian story is something emotive and gives us pride in our offer.’’
All Hedrena products are designed by us here in Melbourne, and our customers love the elegant range we offer. The benefits of wool for comfort and style through both warm and cool months have meant we can sell this product all year round. The yarn is dyed in seasonal colours to fit back in with the rest of our range. We sell everything from singlets, to jumpers, to cardis to skivvies. Hedrena has even allowed us to venture into menswear with a Crew Neck Tee.
The DNA program offered by AWN has given us that extra ability to share important information with our customers. Having a story that they can follow, a great Australian story is emotive and gives us pride in our offer.
In a world of synthetic fashion, we provide our customers with a natural, sustainable clothing choice.