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August 14, 2017

Fashion done rural with Binny

Meningie-based fashion label proves you don't need to be in Milan to succeed.

  • Words: Sharmonie Cockayne

It’s pretty obvious just how much things have changed with the advent of the internet. Right now, for example, you’re reading these words on a screen, on the internet. You might even be reading these words – written in Adelaide about Adelaide – in a place other than Adelaide.


Binny is stocked online, and at Pony in Charleston, Elle & Elka in Stepney, Pearle in Strathalbyn, Alabaster in Tanunda and Ella + Zafran in Port Lincoln, and in a very tiny outlet store at Robe.

Binny will also take part at this year’s Adelaide Fashion Festival at the Runway 1 Contemporary Vs. Street: A South Australian Showcase on October 12.

When we stop and think about how easy it has become to learn and live with the technology we have at hand, we feel a little awe-struck, and, as our business certainly functions because of the internet, very grateful.

Another business who has a lot thank for the technology we have in our hands today is Binny – a South Australian fashion label whose headquarters can be found on a farm in the small rural town of Meningie.

After establishing the business in 2008 within her share-house bedroom in Sydney’s Tamarama, business owner, Belinda Watson, moved her life and business to outback South Australia.

She had previously worked for all-store Myer brands and major independent surf/street brands, but stopped in pursuit of designing for herself.

“I had been working in the fashion industry for a long time, starting in sales and then design for streetwear brands. While trawling the world’s finest stores looking at hoodies and bikinis, I would dream of designing product I really loved,” says Belinda.

The change from working in Sydney has been a welcome one, Belinda says, with the perks of small town life making for an easier work life, rather than the opposite.

“I have found amazing local people. I love the convenience of no traffic and small town life – everyone is so helpful from the post office to the local couriers to people offering to help pack orders,” she says.

“I love the freedom to think and need space around me to really be at my best. Walking in the morning with my dogs through flowering native trees with colourful parrots flying overhead is such a world away from the past. The Bondi to Bronte beach walk, although jaw-droppingly beautiful, was always bumper to bumper.”

Belinda and her five-person team also have a base in the Adelaide CBD, where they work from two days a week, which she says blends a healthy balance between both worlds.

Currently Binny (which is named for Belinda’s own nickname) is sold online and stocked in boutiques across the state.

Moving into the warmer months of the year, Belinda will also take part in the Adelaide Fashion Festival, bringing Binny’s new Brazilian-inspired Spring/Summer 2018 collection to Runway 1 Contemporary Vs. Street: A South Australian Showcase.

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