Faithfull the Brand

What Faithfull the Brand does

Faithfull the Brand is a privately held women's fashion label founded in 2014 and headquartered in Surry Hills, Australia, with 51-100 employees. The company designs and sells ready-to-wear, swimwear, matching sets, knitwear, soft tailoring, and accessories positioned around vacation, resort, and occasion use cases. Core fabrications center on European Flax linen, organic cotton, true knitwear (including pointelle), and recycled swim materials, with a recurring Mediterranean-inspired visual language of artful prints, vintage stripes, and seasonal destination storytelling (Cadaqués Summer 2026, Venezia Spring 2026). The brand is B Corp certified and operates a Signatures collection of enduring bestsellers alongside capsule collaborations with MONIKH x FAITHFULL, NET-A-PORTER x FAITHFULL, Mytheresa x FAITHFULL, éliou X FAITHFULL, and Liberty London.

The business runs a direct-to-consumer model primarily through its owned Shopify storefront, with shipping to over 100 countries and multi-currency local pricing spanning USD, GBP, EUR, AUD, and dozens of additional currencies. Pricing spans $15 accessories to $560 premium pieces, with ready-to-wear dresses priced $240-$420, tops $160-$260, and swim $89-$210; US shipping is $15 standard or free over $300. Distribution extends into physical retail via a flagship boutique in Bali and an exclusive space at Liberty London (Level 2, Carnaby), and into premium wholesale via exclusive capsule collections at NET-A-PORTER and Mytheresa. The brand is led by founder and CEO Sarah Jane Abrahams; no parent company, institutional investors, or revenue figures are disclosed in the source data.

Marketing is lifestyle-led, anchored by an editorial Journal featuring 25+ destination travel guides (Ibiza, Bali, Cadaqués, Seville, Rome, Paris, Venice, Florence, and others), an active presence across Instagram, TikTok, Facebook, and Pinterest, an email newsletter offering 10% off first order, and a loyalty rewards program. The model is seasonal/transactional: physical and digital gift cards are offered as add-on revenue streams, but there is no subscription product. There is no disclosed evidence of AI/ML capability, mobile app, or public funding events.

Name

Faithfull the Brand

Website

https://faithfullthebrand.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Faithfull the Brand is a privately held Australian women's fashion label (founded 2014) selling linen, organic cotton, and recycled swimwear collections across vacation, resort, and occasionwear categories via DTC e-commerce to 100+ countries, a Bali flagship, and premium partners NET-A-PORTER, Mytheresa, and Liberty London.

Ownership category

akta.pro rank

Product category

Women's Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Premium & Contemporary Apparel Brands (CRAAAAAB)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Statement & Trend Jewelry (CRAKABAB), Luxury Accessories (Belts, Scarves, Hats, Small Leather Goods) (CRAAAFAE)

Keywords

• Women's ready-to-wear
• Vacation resort wear
• Sustainable fashion
• Linen clothing line
• Swimwear collections

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned online storefront selling directly to consumers globally. Products include ready-to-wear, swimwear, accessories, and matching sets.
2. Physical Retail Sales: Revenue from physical retail locations including flagship Bali boutique and pop-up spaces at retail partners like Liberty London.
3. Capsule Collection Partnerships: Collaborative capsule collections with NET-A-PORTER, Mytheresa, and Monikh Dale generating revenue through exclusive limited-edition releases sold via partner platforms.
4. Gift Cards: Digital gift cards available for purchase, providing flexible gifting options for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Faithfull the Brand designs, produces, and sells premium women's ready-to-wear apparel and accessories with a focus on vacation, resort, and occasion wear. Its core assortment spans dresses, tops, bottoms, matching sets, knitwear, swimwear, soft tailoring, and accessories, produced primarily from European Flax linen, organic cotton, true knitwear, and recycled swim materials. Products are sold globally through its owned e-commerce storefront, a Bali flagship boutique, a dedicated space at Liberty London, and wholesale partnerships with NET-A-PORTER and Mytheresa.

Product overview

Faithfull the Brand is a fashion retailer offering women's ready-to-wear and swimwear. The product portfolio centers on dresses (mini, midi, maxi), tops, bottoms, matching sets, knitwear, swimwear, accessories, and soft tailoring. Key collaborations include MONIKH x FAITHFULL, NET-A-PORTER x FAITHFULL, Mytheresa x FAITHFULL, and éliou X FAITHFULL. The brand features a Signatures collection of enduring bestsellers alongside seasonal collections like the Summer 2026 Cadaqués line. Gift cards are available as an add-on product.

Differentiator

Problem solved

Functional benefit

Products and services

• Dresses (Mini, Midi, Maxi) Women's dress collection in mini, midi, and maxi lengths, featuring European Flax linen and organic cotton in breezy, lightweight silhouettes designed for everyday, vacation, and occasion wear.
• Tops Women's tops including shirts, crops, blouses, and sweaters crafted with quality fabrics such as linen and silk for everyday to occasion styling.
• Bottoms Women's bottoms including trousers, skirts, and shorts in a range of styles and patterns designed to coordinate with the brand's tops and dresses.
• Matching Sets / Coords Coordinated two-piece sets designed from European Flax linen, organic cotton, viscose satin, and true knitwear, including classic cotton shirt sets, linen co-ords, and occasionwear-inspired polo tops with matching trousers.
• Knitwear Knitwear collection featuring sweaters, dresses, and coordinated sets made from the brand's signature true knitwear fabrications including pointelle and chunky knits.
• Swimwear Swim collection including bikinis, one-pieces, and pareos, designed from recycled materials in core block colours and unique prints with beach-to-bar styling versatility.
• Accessories Accessories including hair scrunchies, head scarves, waist scarves, pareos, necklaces, anklets, phone leashes, and bags.
• Soft Tailoring Tailored pieces including blazers, trousers, shorts, and vests for elevated work-to-weekend styling.
• Digital Gift Cards Digital gift cards available for purchase that allow recipients to choose their own items from the brand's assortment.
• Signatures Collection Core signature styles featuring enduring bestsellers including the Jean Mini Dress, Jean Pant, Joan Top, Audrey Vest, and related wardrobe essentials that anchor repeat purchase.
• MONIKH x FAITHFULL Collection Collaboration collection with designer Monikh Dale featuring clean lines, considered simplicity, and thoughtful fabrication defined by layered, tonal, and understated styling for holiday and everyday wear.
• NET-A-PORTER x FAITHFULL Capsule Capsule collection with luxury retailer NET-A-PORTER featuring exclusive dresses, tops, and swimwear pieces in limited-edition prints.
• Mytheresa x FAITHFULL Capsule Capsule collection with luxury retailer Mytheresa featuring curated exclusive pieces including the Agora Skirt, Irene Maxi Dress, Esenia Knit Dress, and swimwear in gingham and vintage blue check patterns.
• éliou x FAITHFULL Collection Accessories collaboration with éliou featuring shell and resin jewelry including the Giraldi Necklace, Galvez Necklace, Jalisco Phone Leash, Farro Anklet, Torres Anklet, Scallop Necklace, Casa Estudio Wrap Necklace, and Scallop Barragán Bag Charm.
• Cadaqués Collection (Summer 2026) Seasonal Summer 2026 collection drawing on the Mediterranean village of Cadaqués, featuring artful prints, vintage stripes, micro polka dots, soft checks, and relaxed-yet-refined silhouettes for holiday wear.

Quantifiable outcome

• Available in 100+ countries globally
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NET-A-PORTERcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Exclusive capsule collection partnership featuring limited-edition resort wear and occasion pieces sold exclusively through NET-A-PORTER's luxury platform. The collaboration includes dresses, tops, and swimwear in exclusive prints.
• MytheresacoreChannel Partner/ Reseller/ Distributor · 1 January 2024Capsule collection partnership with the luxury fashion retailer featuring exclusive pieces including the Agora Skirt, Irene Maxi Dress, Esenia Knit Dress, and swimwear in gingham and vintage blue check patterns.
• Monikh DalecoreStrategic or Co-development Partner · 1 January 2024MONIKH x FAITHFULL collaboration featuring clean-lined, tonal resort wear designed by Monikh Dale. Volume II collection includes knitwear, trousers, shorts, and dresses styled with Monikh's signature understated aesthetic.
• éliouminorStrategic or Co-development Partner · 1 January 2024Accessories collaboration featuring shell and resin jewelry including the Giraldi Necklace, Galvez Necklace, Jalisco Phone Leash, Farro Anklet, Torres Anklet, Scallop Necklace, Casa Estudio Wrap Necklace, and Scallop Barragán Bag Charm.
• Liberty LondoncoreChannel Partner/ Reseller/ Distributor · 1 January 2024Exclusive retail space at Liberty London's Level 2, Regent St, Carnaby location featuring curated edit of new arrivals from the Cadaqués collection, bringing Mediterranean summer aesthetic to central London.
• Liberty LondoncoreStrategic or Co-development Partner · 1 January 2024Liberty x FAITHFULL collaboration featuring Liberty fabric prints integrated into the collection. Partnership combines Liberty London's heritage with Faithfull's resort aesthetic.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ganni: Established Danish contemporary fashion brand with broader category scope but overlapping premium contemporary positioning, DTC-led model, and similar distribution through NET-A-PORTER, Mytheresa, and Liberty London.
• Self-Portrait: Established contemporary occasionwear brand with broader category presence and premium positioning. Comparable in occasionwear specialization, luxury department store distribution, and pricing tier.

Direct peers

• Zimmermann: Australian premium women's fashion brand with a vacation/resort aesthetic and similar price points. Closest direct competitor in the elevated contemporary vacation wear segment with comparable distribution through luxury retailers.
• Réalisation Par: Australian-founded contemporary women's brand known for printed dresses and vacation silhouettes. Directly comparable in target customer, price architecture, and DTC-led distribution model.
• Rotate Birger Christensen: Danish contemporary womenswear brand with playful occasion-driven pieces sold through luxury department stores and DTC. Comparable in NET-A-PORTER/Mytheresa presence and party/occasionwear positioning.
• Camilla: Australian luxury resort and occasionwear brand with similar print-driven aesthetic, premium pricing, and global DTC distribution targeting vacation and occasion consumers.
• Love Shack Fancy: US-based contemporary womenswear brand with vacation/occasion aesthetic, romantic prints, and similar premium price points. Directly comparable in customer profile and brand storytelling approach.
• Doên: California-based elevated contemporary womenswear brand with romantic, vintage-inspired silhouettes sold primarily DTC. Comparable in target demographic, aesthetic positioning, and direct-to-consumer-led growth.
• Rixo: London-based contemporary womenswear brand known for printed dresses and occasion wear. Comparable in vintage-inspired aesthetic, DTC-plus-wholesale distribution, and mid-premium price architecture.

Emerging players

• Éliou: Direct collaboration partner producing the shell and resin jewelry capsule with Faithfull. Comparable as an emerging accessories brand with sustainability positioning and influencer-led DTC model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/faithfullthebrand
• Instagraminstagram.com/faithfullthebrand/?hl=en
• TikToktiktok.com/@faithfullthebrand
• Pinterestpinterest.com/faithfullbrand
• LinkedInlinkedin.com/company/faithfullthebrand

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Faithfull the Brand