Known for it’s punchy pops of colour, deluxe knitwear and a simple approach to dressing, Elm Lifestyle is a quiet achiever supplying both small clothing boutiques and homewares stores around Australia and New Zealand. Designed in the relaxed coastal Victorian town of Ocean Grove, Elm’s brand mission is simple – Effortless, Everyday, Style.
Inspiration is taken from art and homewares and the collection focuses on making those everyday wardrobe choices simple through clean lines, layering knits and easy wearing, straightforward shapes. Launched as a pure knitwear brand in 2012, Elm has quickly expanded into soft shirting, exclusively designed arty prints and more recently relaxed effortless tees and pants, offering the consumer a versatile collection of co-ordinates.
Elm has an emphasis on flattering all body types so appeals to a broader captive market and has a more timeless fashionability.