Abbie James, the brand, was born in the basement of a beachside house in Australia during one of the longest and toughest lockdowns experienced throughout the world in 2020. Amidst homeschooling her two beautiful girls and running her businesses she created a purpose-led clothing brand that defies the expectation of what sustainable fashion should look like. 

For the past two decades, Abbie has been a successful ethical entrepreneur and environmentalist. Always living with passion and integrity, Abbie has created this website as a hub for intentional people who want to bring luxury into their lives and live with passion but don't want to do it at the expense of the planet.