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WHAT IS GEN SG?

If you google it, you won’t find just a single definition because there’s no one-size-fits-all answer to what makes Gen SG, Gen SG. But if you look around you, and within yourself, you’ll start to see it.

It’s about celebrating individuality and embracing connection because the thread that ties us all together is our shared belief  — when we come together, we create stronger, better futures.

This month we are celebrating some of our Gen SG’s as we attempt to answer the unanswerable: what does it really mean to be a part of Generation Sportsgirl?

Join us on the journey as we hear from the voices who know, feel and embody what it means to be Gen SG.


AKII

What does being a part of Gen SG mean to you? 

Being a part of Gen SG and working with the wonderful team at SG (in various different capacities) over the past 3-4 years has been incredible! It’s been a genuinely great working relationship where I have felt that they’ve truly valued me as a whole human with numerous different but equally meaningful and important identities that I deserve to share and be proud of. Their work has provided me with not only the confidence but belief (in myself as a model, qualified expert and someone with loads of important stories to share) that despite growing up my entire life and never feeling represented in the beauty, media and fashion world - that I can actually be the difference that I (and a lot of marginalised communities) not only wanted, wished but need to have in the world! Living as a complex chronically ill, multiply-disabled, multiply neurodivergent (Autistic, ADHD & cPTSD) trans non-binary person of colour from a refugee background who’s also a survivor of violence that’s experienced homelessness multiple times (especially as a young person) — I sincerely appreciate everything SG is working hard to achieve in the work they are doing each in every day!

As a Disability, LGBTIQA+, Inclusion, and Gender Equity Activist, how has your work allowed you to educate and inspire others about these important issues? 

My work has enabled me the privilege of learning about and being able to uplift and platform the stories of many different and often multiply-marginalised communities and individuals that often don’t ever have their voices, perspectives or stories heard, let alone considered or valued. My advocacy and activism is who I am - it is a huge if not an all encompassing part of my existence and is demonstrated in me & all work I do - as a professional keynoter, trainer, consultant, DEI practitioner, writer, lived experience expert and model. 

It has enabled me to educate and inspire others by doing my best be that change (against a lot of odds!) - by constantly fighting for my and my communities rights, by role modelling that people like myself (who often have to constantly advocate for ourselves 24/7!) deserve to be valued, respected and treated with dignity. That we belong. And we deserve to live full, joyous and beautiful lives without constantly feeling we don’t belong or that there is something “wrong” with us. 

By having people (especially members of the various communities I represent) let me the work I’ve done (including modeling, fashion weeks, runways and everything in between) has helped them find their own confidence, inner strength or to feel less ‘ashamed’ of their disability/ gender/ sexuality/ mobility aids/ chronic illnesses/ scars or otherwise has been truly special and extremely heartwarming. 

As someone who advocates for inclusivity, how can we create spaces where all bodies, abilities, and identities are represented?

Be open minded and non-judgemental. Recognise unconscious biases; We ALL have it, it is not something to be ashamed of it but to recognise you can unlearn a lot of bigotry and discriminatory thoughts and behaviours you may never even know you had (we do live in a cis-heteronormative colonialist inherently ableist society). Everyone can be inclusive simply by truly and genuinely believing in everyone’s right to exist (and thrive!)  just as they are - as long as they are not causing harm to others. This means respecting people for who they are, noticing and fighting for accessibility, using inclusive language, being non-tokenistic (avoid box ticking) to ensure sincere diverse representation and implementing an equity and intersectional lens in everyday life.

One very simple thing anyone can do is to diversify their social media feeds so they learn of perspectives and challenges different to their own! 

Recognising privilege and using that privilege to be an ally (verb) and advocate to those less fortunate than yourselves. Don’t be a bystander if you’re able to assist. This doesn’t mean that your own experiences and problems aren’t valid. They most certainly are. But it’s knowing that they aren’t made worse simply by having identities you often can’t control and often aren't by choice (like disability, illness, ethnicity, sexuality gender etc)

What challenges have you faced in your journey as an activist, and how do you overcome them? 

Honestly, I likely can’t list them all here and so, I won’t. But one of the biggest challenges would have to be representation and/or advocacy burnout. Plus, people often think that I am always 'so strong' and 'so resilient' due to all the hardships I've faced and thus failing to recognise that everyone (me included!) needs love and support (no matter how strong they seem to be or how often they smile) regardless of what they've survived. Being 'strong' , 'surviving' and pushing through is often the only option or choice. 

To add to this, I'm usually not able to truly ‘turn off’ because I work as an advocate professionally, often using my own lived experience to educate others and then, when I am not working.. I’d still have to constantly fight and advocate for myself as an individual each and every day - often for basic decency, respect and human rights. Thus, admittedly - I’ve often felt that it shouldn’t be ‘this hard to exist’ or ‘this hard to be alive’ which I know I am lucky to be as the statistics around the mental health, wellbeing and mortality rates for people like myself are extremely alarming. 

I've usually been able to overcome the above challenges by surrounding myself with people who value me for who I am, respect me for what I hope to achieve and genuinely understand some of the many challenges and barriers I experience regularly.

What role do you think Gen SG will play in continuing the fight for inclusivity and equity in all areas of life? 

Gen SG can continue the fight for equity and inclusivity by doing what they’re doing (examples; valuing First Nations & Country, employing people with disability, working to fight youth homelessness, improving their accessibility etc) AND by encouraging, supporting and promoting how crucial their role can be by getting other big companies, organisations and brands to get on board too!!Inclusion (especially accessibility!) is everyone’s responsibility. By recognising change is not a “one size fits all” approach and each and every person deserves to be valued just as they are is a huge step. By going against the status quo and making commitments to change.

Change doesn’t happen overnight, but having the commitment to do better and being able to transparently follow through is crucial to progress. 

Being inclusive and purposeful in your actions to ensure everyone but especially marginalised, underprivileged and under-represented people feel like they belong and deserve to live their best lives like everyone else (including in employment) can genuinely save lives and make a huge difference!

EMMA

What does being a part of Gen SG mean to you? 

Being a part of Gen SG feels extremely empowering. I feel as though I am part of an amazing community of women who all strive to make the fashion industry a better place for future generations. I love that SG is something that I can share with my mum, grandmother, and younger siblings- it really provides a place for all. I am very proud to be a part of such an iconic brand, and to share the company's values with the world. Being part of Gen SG is so much more than the trademark stripes and colourful, bold outfits; to me it means fun, creativity and individuality for all. 

Can you tell us about your journey into retail and how it’s shaped who you are today? 

My journey into retail and fashion started when I was very young - playing dress ups with my Grandma's shoes and bangles in her walk-in wardrobe. As I got older, I used to help with her wholesale business selling clothing and accessories-jewellery, scarves, knitwear, fur coats, you name it. My grandma has truly taught me how to have fun with clothing and accessories, and most importantly, how to own my personal style. She has shown me that it is possible to make your greatest hobby into a career, and that if you do what you love, you will never work a day in your life. I got my first (real) job in retail straight out of High School and I haven't looked back since. I have learnt so much about the industry and cannot wait to continue on this journey with SG. Right now I am now studying a bachelor of fashion design and sustainability and I hope one day to be sitting in the biggest office in SG Head Office (watch this space)! 

What has working in retail taught you about yourself and your ability to bring joy to others? 

Working in retail has taught me that there will always be good and bad moments, but you always have the ability to choose how you respond.  Working daily with customers has taught me that a little bit of kindness goes a long way, and that a simple smile has the power to change someone's day. 

What’s been the most rewarding part of working instore at Sportsgirl, and how has that shaped your connection to the brand and its community?

The best part about working instore is being able to witness the change in a customer's confidence when they find an outfit they love. I love helping customers through their journey of finding the perfect fit, and helping them discover a new style . Another very rewarding part of the job is the opportunity to do something like this and represent the brand on a national scale! Knowing that SG values real people makes me very proud to work for the company.  

As someone who works directly with customers, how do you see the connection between Gen SG and the people who shop with us? 

We are all Gen SG! Working instore, I get to chat with a lot of people! I love hearing stories from customers about how they used to shop at SG 20 years ago and have recently started shopping at SG again! SG really is for everyone, it is a place where I shop, my Mum shops, my grandma shops, and my 11 year old sister shops! It is also amazing to meet ex-SG employees who will always say "I used to work here!" with a huge smile on their face. I love telling people that I work for SG and hearing about how much they love the brand too.

LAURA

What does being a part of Gen SG mean to you? 

Being a Gen SG is important to me as I believe in everything we represent, inclusivity, being your own unique and authentic self, positivity and adding colour and vibrancy to the world. Being a Gen SG gives me confidence to be myself. 

Sportsgirl has been such an important part of your journey since moving from the UK. How has being part of Generation Sportsgirl shaped your personal and professional growth over the years? 

Since moving to Australia, Sportsgirl has been my favourite store, I came across it pretty quickly and it became my go to! Growing up over the last 10 years in Aus Sportsgirl has been a huge part of my life, as a lover and customer of all things Sportsgirl and then working for Sportsgirl for the last 4 years. Since working for the brand my love of the business has only grown bigger. Sportsgirl has always been so supportive of my professional growth and has given me the opportunity to work across various departments which has provided me with so much experience & knowledge. Working for the brand also means I have input and ideas that help shape Gen SG.

What has been the most rewarding part of your journey with Sportsgirl so far? 

The most rewarding part of my journey with Sportsgirl is how I've been able to develop my confidence alongside my career and I’ve made some friends for life along the way. Sportsgirl has supported me in career development and helped put me in the direction I want to go and I am continuously learning and improving. This has also helped me become more confident in myself and my ability to express myself.

What’s one thing you’ve learned from your colleagues and peers at Sportsgirl that has really stuck with you? 

To have faith in yourself and trust that you are doing a great job and to be open and not scared to share your ideas

You’ve had the chance to work with a variety of people at Sportsgirl. How did those experiences shape your sense of belonging and community? 

I have met some really amazing talented people at Sportsgirl, some of whom will be my friends for life. Everyone has been so welcoming from the get go, each time I have taken on a new role it hasn't taken long to feel like part of the team. I have learnt different skills from each role and the people supporting me in that role. The Sportsgirl community is welcoming, inclusive, fun and vibrant. I love my job and everyone I have worked with along the way.

RUTH

What does being a part of Gen SG mean to you? 

Being a part of Gen SG means being surrounded by a community that sees and appreciates the unique perspective I bring.

You’ve had so many special moments with Sportsgirl, from campaigns to in-store activations. Which one stands out to you the most, and why did it leave such an impact on your creative journey? 

My in-store live art activation would still have to be one of my favourite moments working with Sportsgirl. Creating and artistically expressing myself is one of the tools I use as a way to ground myself so when I got to share that with SG it was a special moment in my journey.

As someone who has navigated multiple creative roles, what advice would you give to others in the creative space who are working to build their careers? 

My advice to creatives building their career, have a lot of faith in your path so that you can allow yourself to confidently try different things that will ultimately lead you to the desired outcome. There are so many ways to bring your vision to life, find ways that are enjoyable and nurturing to your soul.

Generation Sportsgirl is all about celebrating individuality. How does this ethos align with your own creative journey? 

Throughout my creative journey so far, I have learned that my individuality is actually what shapes the world around me and it's about building a community that understands me.

If you could share one piece of advice or inspiration with the next generation of creatives in the Gen SG community, what would it be? 

Be bold, daring and a go getter. Let your imagination run wild, express it all through multiple creative mediums.

ZIARA RAE

What does being a part of Gen SG mean to you? 

Being a part of Gen SG means so much to me. The freedom of expression and inclusivity makes me beyond happy and I couldn’t be prouder to be a part of something so special. 

Working in retail often comes with unique lessons—what did your time at Sportsgirl teach you about yourself? 

Working in retail comes with many lessons. I learnt a lot about the way I can work under pressure and still deliver the best customer service and make sure customers leave feeling seen and valued. 

Helping customers find their style is such a personal experience. What did those moments teach you about connection and self-expression? 

Helping a customer find their style is such a special experience, it takes a lot to be able to connect with a stranger and bring them a sense of confidence whilst also getting to know them and their style to recommend the best I can! This made me feel amazing too! 

How has the sense of belonging you felt working instore shaped your perspective on the importance of inclusivity in other areas of your life? 

SG was my first big girl job! I was 17 and quite nervous stepping into the retail industry but I immediately felt like I belonged. I love the inclusivity the brand represents and the foundations they support. This made me feel more confident in my everyday life and like I had an amazing sense of purpose. 

If you could share one message with young people stepping into the world of retail or fashion, what would it be? 

A piece of advice I would give for young people stepping into retail is to be true to yourself and confidence is key! Express yourself so you feel your best and then you’re better able to help others. Make sure you always uphold the best values and respect customers.

For over seventy five years, we’ve been inspired by the creativity, energy, and individuality of Gen SG.

And while we’ve grown together, we know the thread is far from finished. In fact, we’re just getting started.

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