As I reflect on the past year at Magpie Goose, I feel an overwhelming sense of pride - and clarity.
For those who are new to our community, Magpie Goose is led by my partner Troy Casey and myself - Amanda Hayman. The social enterprise was founded by Maggie McGowan and Laura Egan in 2016 and transitioned to Indigenous ownership (with Troy and I) in 2021.
Our small, values-led fashion label is beginning to reach wider audiences and be recognised as a great platform for collaboration with First Nations artists across Australia, creating wearable art that honours culture, Country and storytelling.
Everything we make is produced ethically, in Australia, with respect at the centre.
Highlights from the year
This year gave us moments we’ll carry with us for a long time.
We were a part of the Country to Couture runway at the Darwin Aboriginal Art Fair. Being part of a runway that centres Indigenous excellence, creativity and cultural leadership was both grounding and inspiring. It was our second year of being a part of the event and we love it!
We also launched our Quandamooka Collection, developed in close collaboration with artists connected to Minjerribah and Mulgumpin. These designs speak to land, sea, weaving, and knowledge passed down through generations in a place to is close to our home and our hearts.
A major achievement was being featured in Stories You Wear: Magpie Goose, a major exhibition at the Museum of Brisbane. This exhibition brings together an archive of stories and collaborations. It acknowledges fashion as a powerful, accessible medium for cultural storytelling and we are really proud of the outcome!
Another meaningful highlight this year was the commission of a new, limited-edition garment created exclusively for the National Gallery of Australia shop. This special collaboration was developed with artist Aretha Brown, whose work featured in the 5th National Indigenous Art Triennial: After the Rain.
Choosing to do less — intentionally
This year, we made a conscious decision to produce approximately 60% less than the previous year.
That choice had real impacts. Producing less meant reduced overall output, lower social impact figures and smaller total artist licensing payments compared to previous years - and it’s important to be honest about that.
But this shift was intentional and values-led.
Producing smaller runs allows us to reduce waste, lessen our environmental footprint, and create collections that feel more special and considered. It also means we’re making enough, and selling out, rather than overproducing and carrying excess stock. For a small, Australian-made business, that balance is essential for long-term sustainability.
We believe that thoughtful growth, rather than constant expansion, is what will allow Magpie Goose to continue paying artists fairly, manufacturing locally, and staying true to our purpose.
Magpie Goose impact to date has seen textile designs from over 71 artists from 15 regional and remote communities in NT, WA and QLD, channeled over $620,000 to First Nations collaborators - Aboriginal artists, art centres or community organisations.
Looking ahead
As we move into the new year, our focus is on strengthening what we’ve built. Producing beautiful, ethical and joyous clothing and celebrating our culture.
Thank you to everyone who has walked alongside us this year - particularly my team members - Nisa Richy and Belle Crossley, the artists, makers, collaborators and customers who choose to wear these stories with care. The Quandamooka collection continues, and I’m excited for what’s ahead.
Amanda xx