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Elk Story

Home  >  Elk Story

A pioneer of independent Australian design ELK was founded by husband and wife duo Marnie Goding and Adam Koniaras in 2004 in Melbourne, Australia.

The ELK aesthetic holds a unique place within the Australian fashion landscape. With a highly considered approach to design ELK collections resonate with their global audience through a level of product refinement, trend curation and intellect that is innately their own. Their sculptural accessories, hand-made leather and ready-to-wear collections define their artful vision while their devotion to ethical practices has endured them as a leader in the practice of responsible innovation for the fashion industry.

Founded on a belief in creativity, innovative design and an authentic approach where people are at the heart of every decision, Creative Director Marnie Goding’s passion for local design and independent, ethically sourced fashion has created a brand of enduring value.

ELK creates bi-annual collections that are informed by a design ethos where simplicity meets innovation. The creative team rely on the understanding that great design need not be complicated and it is within this intersection of refined simplicity that ELK has found their much loved aesthetic and continues to inform the ongoing brand direction.

Seasonal collections typically lean towards natural hues and maximise the use of fine quality raw materials sourced from all over the world. Elk also adopts an unwavering commitment to working with small manufacturers across the globe whose traditional skills and techniques guarantee authentic, high quality execution of their collections.

Over the past 13 years, ELK has garnered a loyal customer base and a global reach that sees ELK collections sold in over 1200 independent retailers across 20 different countries.

"Elk is undeniably Australian. We design statement collections that are easy to wear, beautifully made and instantly recognisable ... we believe in only wearing what you really love. It is a simple concept really and this is what informs our creative process" ELK Co-Founder and Creative Director Marnie Goding.

Beyond their commitment to great design, ELK has a strong ethical foundation. As a family owned and operated business, there is a great respect for all persons that work within and for the business. All manufacturers are visited numerous times each year where working conditions, company ethics, workers rights and workplace safety are assessed prior to any engagement by ELK. Transparency and honesty are fundamental values upheld across the entire supply chain.

Please refer to our Ethical section for more information and to read about some of our makers.


As a diverse business, we have a philanthropic and charitable association with a number of organisations. As part of our philosophy of ensuring that our business has a positive impact on those that work with and for us, we make sure that we give back where we can.

This is an ongoing journey where new and exciting initiatives are introduced seasonally or we see an opportunity. Below are some of the things that ELK is involved in.

UNICEF - ELK is proud to be a Platinum Champion for Children. Funds raised since 2011 through a donation matching initiative are vital to support programmes operating all over the World protecting and supporting vulnerable children. Through an online and retail voluntary donation scheme, we match the amount of every consumer donation made. We have been working closely with Unicef Australia recently to brainstorm other ways in which small and medium business' like ELK can get on board to raise funds and awareness.

GO GREEN - ELK is a member of the Go Green organisation ensuring all timber is sourced from sustainable plantations. Every timber article of jewellery has been made using these raw materials by a small, family owned and operated factory in the Philippines.

FITTED FOR WORK - We have recently partnered with the wonderful organisation Fitted For Work who "help women experiencing adversity break through barriers to get and keep work". To assist them in their program we donate apparel which can be passed onto their members at no cost through their outfitting program. "For many women, the first step to getting work is simply having a suitable outfit to wear to interviews. This program aims to help women experiencing disadvantage secure sustainable employment".

LOCAL COMMUNITY INITIATIVES - We have an enormous respect for the efforts that local public schools, kindergartens and community groups go to in order to raise funds to run and improve their facilities and programmes. We donate on average 200 items a year which go towards small initiatives. We are happy to assist in any individual efforts.

INTERNAL CONSUMABLE & ENERGY POLICY - we have recently engaged the ELK crew to jointly devise a plan to make the ELK operation more sustainable and environmentally friendly. All consumables for the office, warehouse and packaging by the end of May 2017 will be sourced from organisations such as CERES or replaced with better, greener alternatives. Currently, all soft plastics are recycled locally, paper and card products are recycled through a local operator, all bubble wraps are bio degradable and general co mingled recycling stations are throughout.

We are currently investigating alternative energy sources for all buildings and have replaced all light globes with energy efficient alternatives. Where possible we choose to sea freight all bulk products as a better option with fewer carbon emissions.

GREEN DRY CLEANING - any dry cleaning we undertake is outsourced through green laundry Laundry Box who collect garments in low emission vans and process the pieces in organic, bio degradable and environmentally friendly cleaning solutions. Their facilities have processes to limit the power and water consumption.

AUSTRALIAN FASHION CHAMBER – ELK is a proud member of the Australian Fashion Chamber. Marnie and the ELK team shares the philosophy of the AFC to strengthen, promote and develop Australian fashion to support and build success locally and internationally. 

Click To Read Our 2019 Transparency Report


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