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Georgia Lane Clothing launched by young horsewoman

A young campdrafter is making her mark on fashion after launching her own line of women's shirts.

Jondaryan woman Georgie Stower, 24, came up with the idea for what would become Georgia Lane Clothing about 18 months ago.

"I'm a campdrafter myself and I wanted something to wear that was beautiful and stood out from the crowd but was also practical and wouldn't get too dirty, that was comfortable and wearable," she said.

"So I tried to create shirts that I would want to wear."

With the support of her family, the fledgling label grew, with Ms Stower working with agents to source fabrics from China and have the shirts manufactured.

The first shirts were released in September.

Ms Stower, who was raised in Pittsworth, said it was a dream come true to be able to have her own label, but something she couldn't have imagined a few years ago.

"I've always had a passion for clothing," she said.

"I have a bit of background in the clothing production sector so that helped but it was a real learning curve.

"There have been big decisions to make with manufacturers and what we get designed... I spend a lot of time thinking 'is this the right cut, is this the right pattern?'"

Ms Stower said the response to the line had been fantastic.

"Everybody loves the fits and the fabric," she said.

"I've been able to send shirts into the Northern Territory and down to Victoria and NSW.

"The response has been Australia-wide... I didn't think we would reach so far in such a short amount of time."

Ms Stower also works as pen rider at Mort & Co's Grassdale feedlot and said it had been a busy time in the lead-up to the brand's launch.

"It's been very busy but in life you make the time for the things you really want," she said.

The label has been kicked along by a growing social media following and a photo shoot with Toowoomba photographer Charlie Keegan.

The label got its first major outing at the Dalby Stock Horse sale, with Ms Stower planning to attend more events to sell the shirts.

"I do have a fair few people that are hesitant without trying them so I think it's important to get out there and show people what we're about," she said.

Next up is the Nutrien Classic in Tamworth, NSW, in February, with the range set to expand its offerings before then.

Ms Stower was also kept busy in December sifting through about 100 brand ambassador applications after putting the call out to find horsewomen to help showcase the line.

"We've had applicants from all over Australia... we've been blown away with the number of people interested," she said.

Ms Stower's next goal for the brand is to open a retail outlet in either Dalby or Toowoomba by mid to late 2020.

And when it comes to the 2020 campdrafting season, Ms Stowers doesn't anticipate having any trouble finding eye-catching shirts to wear during her own events.

"I'll have a wardrobe ready to go," she said.

A dream to take it to the next level

When it comes to the future of her business, Georgie Stower isn't dreaming small, taking inspiration from major brands such as Ariat.

"I'd love for Georgia Lane Clothing to one day be known worldwide for quality mens and womens wear," she said.

"Apart from starting our own shops, I'd love to eventually go over to America and Canada."

For the meantime, she's focusing on steady, sustainable growth, adding a few shirts at a time to the range.

After starting out with just four shirts, Ms Stower added another two in time for the Dalby Stock Horse Sale.

"Rather than going from nothing to having a huge range all at once, I'm doing it in dribs and drabs," she said.

"I want this to be something that is a long-term business."

Article courtesy of Australian Community Media and Queensland Country Life

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