Article by Alice Armitage Photography by Raquel Aranda

Homestead Road is the newest athleisure-wear label on the block. Founded by fifth-generation farmer, Bridgitte Brooks, this label has been built with the Australian rural woman in mind. Brigitte’s first collection has just been released and is a true reflection of her ethos and the legacy she wants to leave behind for her family and the industry she’s so passionate about.

Australia has long held a legacy as the nation ‘riding of the sheep’s back’, with wool being considered the driving force of the economy for much of the twentieth century. Modern times have seen a significant shift in the top spots when it comes to economic drivers, but with Aussie wool exports still amounting to some 2.75 billion dollars a year, our reliance on the production of this fibre is still alive and well. But our relationship with the fibre is flawed and as sustainability has become the ultimate buzz word for our generation, surely an awakening is coming for the fibres used to clothe us.

Wool production is a tough gig in Australia, once factoring in that wool prices for producers haven’t even kept pace with inflation since the eighties, it’s no wonder we’re seeing an ever increasing trend of sheep farmers making decisions based on meat production over wool. Seeing many abandon wool breeds, such as the Merino, for meat focused breeds, such as the Dorper.

But with initiatives like The Woolmark Company – the organisation representing Australia’s 60,000 wool producers – and their impressive campaign showcasing the oil usage in the production of synthetic clothing, bringing increased awareness to wool usage, there is also a resurgence of interest from wool producers in taking back some control of the supply chain and working in innovative ways to champion this incredibly versatile fibre.

Like Brigitte Brooks – born into wool, this fifth generation farmer is reclaiming the fibre in her new venture, Homestead Road, an athleisure-wear brand with all garments made from the highest quality, superfine Australian merino wool. Brigitte’s focus on top-quality raw materials, versatile and contemporary design, as well as authenticity about fibre and production providence will see Homestead Road press all the right buttons for the progressive, discerning customer and is seeing her reimaging wool from its misconception as itchy, heavy and somewhat uncomfortable.

Hailing from Yuna, in rural Western Australia, Brigitte has always had a strong connection to the land and in turn, wool production. After following the rite of passage that is leaving the farm to spend time away at university and pursuing another career, Brigitte has now settled back in the community she has long called home with her young family.

“Now that I have four kids of my own, I started asking myself what legacy I wanted to leave and what impact I wanted to have on the world. I’ve always had this connection to and love for farming and for the land. The opportunity and the time came for me to be able to build something for myself,” shares Brigitte. “So much of who I am and what my life has been comes back to the production of wool, so I couldn’t imagine myself doing anything other than something that championed this fibre.”

Beyond the connection to the land and fibre production, Brigitte has another driving force behind her desire to have a hand in the wool supply chain from top to bottom. “After having kids, putting the kegs on and my body changing so much I’ve really come to appreciate how important it is to understand how clothes make you feel,” said Brigitte. “There are lots of technical merino clothing out there for cyclists and marathon runners, but there hasn’t been anything for the real athletes of the world – rural women,” shares Brigitte.

“I know the mountain of work that rural women climb over everyday, all of the challenges that they overcome to keep their family, business and community going. And I believe they’re such an underserved market. I want to really hone in on that – if I can make a woman like me feel valued and celebrated then I think that’s my mission accomplished. The whole point of my brand is to say to rural women, I see you and celebrate you.”

To say that Brigitte has bucked the trend is a sure understatement. With most fashion labels always starting the design process with the end product in mind, Homestead Road has been built on the polar opposite ethos.

“What fashion house starts with the growing of a fibre? For Homestead Road it all starts with genetics and the environment, I think you would be hard pressed to find a major fashion house that has that kind of connection and true understanding of the fibre they’re making garments from.” And this progressive approach has allowed for designs that highlight the natural benefits of wool as a superior fibre. “Wool is thermoregulating, hypoallergenic, very durable and it’s beautifully soft. It doesn’t smell and is moisture wicking. We grow the best wool in the world here in Australia but it’s not something that many in our generation consider, people don’t really understand the versatility of this fibre.”

Brigitte also hopes that building a brand such as Homestead Road from rural Western Australia will bring some diversity to the employment opportunities that exist, not just in the local region but across rural Australia. Which is seeing Brigitte not just investing in the future of the wool industry with this venture but also investing in the prosperity of opportunity for regional employment. Perhaps, with her innovative approach and exciting expansion plans, Brigitte and her team can continue to entice young people into the industry through working with her brand, instilling the same love for the industry that she holds herself.

Homestead Road may be a small, family- owned business based in rural Western Australia, but Brigitte has transformed these seeming handicaps into assets. And now as this emerging brand is finding its feet, Brigitte is determined to make the most of this new- found potential for the wool industry.

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