WHO WE ARE
The Australian youth destination serving fashion and beauty with purpose since 1948.
IT ALL STARTS HERE: OUR STRIPES.
AN ICONIC DECLARATION OF FASHION AND INCLUSION.
THEY’RE A SIREN OF GENERATION SPORTSGIRL’S FREEDOM AND SAFETY:
A CALL TO ARMS TO JOIN IN.
Proudly Melbourne-born, we represent an entire generation. It’s who we are as a brand – from the stories we tell to the voices we amplify.
From our team, our partners, friends, suppliers and crew - we seek out those who are creating a better future in their own unique way and represent our iconic stripes with pride.
We aim to create an environment for you to try new things and explore exactly who you want to be. That’s the freedom generations have loved about Sportsgirl. Being part of a judgement-free community with a colouring box of clothing, accessories and beauty to play and experiment with, together. We give you the space, you bring the creativity and your own unique style.
We’re not here to paper over the negatives – life has its ups and downs and we never shy away from real life. It means being transparent, honestly acknowledging when things are hard, and taking steps together to make everyday better. While we may not always get it right, we admit when we’ve messed up and our missteps are explained and corrected, not hushed and swept under the carpet.
We’re committed to listening, learning, growing and evolving to ensure that you feel heard and represented throughout our brand.
Because through positivity, hope, and kindness, we believe Generation Sportsgirl has the power to change the world and shape a better future. And we're here to champion the vibrant community we call Generation Sportsgirl, every step of the way.
WHY WE DO: GENERATION SPORTSGIRL
WHO ARE GENERATION SPORTSGIRL?
WE ARE THE DOERS, THINKERS, CHALLENGERS, NOISE MAKERS.
THE JOGGERS, SPRINTERS OR MARATHON RUNNERS.
WE ARE THE QUIET, CONTEMPLATIVE, WALLFLOWERS. AND
EVERYTHING IN-BETWEEN. THE ONES WHO ARE CERTAIN. AND THE
ONES SAYING – UMMM, I’M NOT SURE.
IT’S NOT ALWAYS EASY. TO DO IT OUR WAY. TRUE TO US.
SOMETIMES PEOPLE SAY ‘WOULDN’T IT JUST BE EASIER IF YOU...’
TELLING US WHAT TO DO IN THE FORM OF ADVICE. SANDING DOWN
THE EDGES. BUT WE’LL JUST STICK TO DOING IT OUR WAY.
ME. WE. US. SHE. HE. THEY. WE’RE DOING IT OUR WAY. FINDING
THE WAY FORWARD, IT’S HARD BUT WORTH IT.
ROLLING UP OUR SLEEVES HEADING THE WAY WE WANT. EVEN IF
IT’S JUST BACK TO BED FOR 20.
THAT GUT FEELING IS THE COMPASS. THE THING THAT SHAPES THE
WORLD, THE PATH, THE FUTURE. SHAPES OUR REFLECTION AND
OUR DAY. THEN SHAPES IT DIFFERENTLY TOMORROW. DIFFERENT
REFLECTION, DIFFERENT DAY.
WE’RE CREATING THE FUTURE.
COLOURING IT WHATEVER WAY WE WANT.
WE ARE GENERATION SPORTSGIRL.