Launched in 2007, Metta Melbourne is one of the city’s longest operating fashion brands. Established by founder Lynn Clay, who was then running a patchwork fabric boutique, the brand grew out of Lynn’s access to fabulous linens and Liberty of London fabrics.
“Metta Melbourne takes its name from Lynn’s mother, Metta May Krogdahl, whose understated style was greatly admired,” explains Emma Clay, Lynn’s daughter and co-owner who manages the brand’s daily operations.
“I have a degree in TCF from RMIT and post grad studies in Graphic Design,” she says, “[and] a lifelong interest in fashion and I wanted to help Lynn bring to fruition the designs she envisions for the clientele at her bricks and mortar store ‘Scarlet Jones’.”
What is now a substantial brand, Metta Melbourne started out small, says Emma.
“Metta began in a very organic way starting with one wrap dress inspired by a 1950’s house dress made out of Liberty of London cotton and a simple t-shirt dress made in linen that became the ‘Charlie Dress’, which we still make to this day.
“The dresses were instantly popular in both ‘Patchwork on Central Park’ and ‘Scarlet Jones’ stores which inspired Lynn to keep creating. Initially Metta was made just for Lynn’s stores however many emails from other stores were coming in to request Metta Melbourne for their own store.
“With careful planning we would offer pre-sales and only make to order, helping to keep a lid on overproduction and making only what we need at the time. In production there are constant issues however we like to work slowly and carefully and do not keep to the fast fashion timetable, releasing products only once they are ready,” explains Emma.
Simple, comfortable and transeasonal clothes
The Metta concept is focused on creating “basics with longevity” according to Emma: “To create everyday garments that had the ability to be mixed and matched within one’s wardrobe seamlessly and comfortably with a focus on quality natural fibre textiles.”
The overall vibe of Metta Melboune is one of soft, casual elegance spiked with retro references. There is a touch of the recent #cottagecore trend – think light layers of soft linen, ruffles, loose cuts and layered petticoats – mixed in with classic mid-80s Japanese boxy cuts. Metta has an almost ‘Picnic at Hanging Rock’ aesthetic; long skirts, lots of white and neutral shades and gausey fabrics.
“Metta has very much looked to the past for inspiration. Often hunting for amazing antique pieces found at secondhand markets,” says Emma. “As our own goal is practicality and comfort we focus on simple shapes and cuts inspired by European and Japanese workwear both masculine and feminine.”
“Metta has a strong focus on creating timeless garments that will be repeated every season but in a different fabrication or colour they ensure that a ‘go to garment’ is always on offer,” Emma explains.
“Each garment has to be simple, comfortable and transeasonal with the ability to transcend fashion trends so it can be worn for many years. Metta is not fussy, with a signature crumpled look we like to focus on easy wash and wear pieces where the fibres can be appreciated for their natural qualities.”
Sustainable fibres at the forefront of the designs
This natural aesthetic fits neatly into the brand’s attitude towards producing sustainable and ethical garments.
“Metta is all about quality textiles, using only high quality STANDARD 100 by OEKO-TEX® approved linen, 100% cotton thread, eco buttons and small batch production,” explains Emma.
“With sustainable fibres at the forefront of our designs, the label has grown organically since then to include organic cotton and lace pieces which are the evolution of finding makers with high standards for their workers, small scale production and are specialists in their field both locally and offshore.”
For Emma and her mother Lynn, Metta Melbourne is here for the long haul and their long term goals for the brand are solid: “Long term we would eventually like to have our own bricks and mortar location and also offer more garments made using Australian made textiles.”
To shop Metta Melbourne online, go to www.mettamelbourne.com, and you can follow the brand on Instagram at @mettamelbourne.
Discover more interesting independent Australian fashion brands in our list of Brands & Designers.
