Their fundamental belief is that business does not simply exist to make a profit. It is not only what they do that determines who they are – rather it is how they do it that is important. The apparel industry globally faces some tough ethical and environmental issues. In the face of these ongoing issues Australian Brands Alliance is required to self-regulate the way they conduct business, ensuring that they minimise their negative impact upon the environment, and relentlessly chase an ethical approach to conducting business that has only a positive impact upon people. Beyond a devotion to premium design, they are committed to socially responsible business initiatives for the future of fashion. Through the considered sourcing of fabrications, support of an ethical supply chain and conscious avoidance of harmful chemicals, they endeavour to maintain the ethical production and distribution of their products. Their ethos is to unite the concept of accessible, luxurious fashion with environmental and social responsibility in the Australian and global fashion market.