The philosophy here at Avenue is driven both by our natural curiosity and a commitment to constantly improve. Our design ethos centers on a fusion of always-effortless silhouettes, created with an ethical and sustainable approach.


Each collection is consciously considered, with the design process beginning with a measured evaluation of the ‘why’ and ‘how’ of each and every garment, in every collection. But we know talk is cheap, so here’s how we aim to practice what we preach.


A mantra of ‘less is more’ is evident from the onset: from sourcing and selecting the highest quality, all-natural fabrics in production; to the timeless silhouettes and aesthetics that refuse to be trend-driven, each limited-run offering a celebration of the feminine figure; right down to our deliberate effort in lovingly sending off our pieces to their new homes in eco-friendly packaging.


Apart from utilizing the latest in environmentally sustainable practices - such as biodegradable packaging including canvas cotton dust bags and fully-compostable corn-starch bags – we aim to implement sustainability initiatives that extend beyond the typical. You won’t find swing-tags on our garments for the same reason we don’t send printed thank-you notes – it’s one way we put our money where our mouth is and tangibly reduce our environmental footprint by not including waste items that serve little purpose and only end up being immediately disposed of. This is just one way we reflect our vision of being a label that is forward-thinking, one that only releases staples that are made to be desired and which are specifically crafted for longevity.

Giving back

Another tangible element to our ongoing commitment towards remaining ethically, socially and environmentally responsible is our proud partnership with 1% For The Planet - a global organisation that helps environmental non-for-profits around the world. As an official member, Avenue pledges to give 1% of our annual sales to organisations that help to protect and preserve our world. Every purchase contributes, and we thank you for being part of a community of conscious consumers that help to create a positive impact and a cleaner planet for all. To learn more about 1% for the planet, please visit


As in life, we are far from perfect, but we forge down a continuous avenue of learning and growing - for ourselves, for each other, and for our world. We are a work-in-progress, but are always genuinely well-intentioned. Our journey has just begun, and we warmly welcome you to join us on it.