A new Adelaide-based active lifestyle wear brand is showcasing the best of contemporary Australian culture.

The label, Sim & Mack, has been created to “embody the spirit of contemporary Australia”.

“Australia’s clothing brands have long embraced our iconic surfing culture and country/outback heritage,
but I couldn’t quite see broad appeal to a contemporary generation,” says Sim & Mack founder, Andrew McKenna.

The Sim & Mack name derives from Andrew and wife Simran’s names. Simran is of Punjabi-Singaporean
descent and Andrew is Irish-Australian.

New to the fashion world, Andrew received help from a range of supporters. One of those were former RM Williams designer and boutique owner, Ella Guerin, who along with being a valuable sounding board, provided support to create manufacturing tech packs and review prototypes.

The label features seven unisex top items, ranging from T-shirts and sweaters to hoodies and a rugby jersey.

All items are made in Australia from 100 percent cotton and packaged with 100 percent sustainable materials, with a focus on sleek design and ultimate comfort. The S&M T-shirt features 100 percent traceable Good Earth cotton from Sundown Pastoral in New South Wales, dubbed the world’s first fully carbon positive cotton operation.

“Over the years, I had become acutely aware of what we still make in Australia and the need to genuinely support Australian made,” says Andrew.

“From the get-go, Sim & Mack was only going ahead if it could be made in Australia.”

The Sim & Mack collection is now available online.