Print-led clothing designed to stand out
Variety Hour produces part of its range in Australia through LCN Fashions in Melbourne. Local workers are paid award wages and work in a safe environment. Its design, sampling, pattern making and grading are also completed locally in Melbourne.
The creative work is also kept close to the brand. Variety Hour’s prints begin as original artwork by founder Cassie Byrnes, rather than outsourced, copied, or AI-generated designs. For a print-led label, this is an important part of the ethics story, as it recognises the value of artists.
For more complex styles, Variety Hour works with Miracle Textiles in Zhangjiagang City, China. This includes embroidered, quilted and placement-cut pieces, as well as garments that require higher fabric use. The brand is transparent about this supplier and says it is a small specialist studio that pays living wages at five times the Chinese minimum wage, with optional overtime, paid holidays and regular auditing. This level of supplier detail is useful, but the public information is not fully current. Variety Hour refers to a SMETA audit from August 2023, although we could not find any more recent public documentation.
Good On You rates Variety Hour’s people section as “It’s a Start”, so there are positive signs around local production, original creative work and supplier transparency, but more current public evidence would strengthen its labour claims.
Variety Hour uses a mix of materials, including natural fibres and lower-impact fibres, although material choices vary between collections. Recent collections include cotton, linen, wool, viscose blends and recycled synthetic fibres. Materials are listed on some product pages, but this does not appear to be consistent across all listings.
A key part of Variety Hour’s environmental approach is small-batch production. Collections are made in limited runs, which helps reduce the risk of overproduction and unsold stock. Its work is centred around original artwork and prints rather than fast-moving trends. This aligns with a slower fashion model.
The garments are generally positioned as higher-quality investment pieces rather than disposable fashion. Customer reviews frequently mention keeping pieces for years. The prints are bold and statement-making, rather than neutral capsule wardrobe staples, so intentional shopping matters here. It is worth choosing pieces you genuinely see yourself re-wearing for years.
Overall, Variety Hour shows some positive environmental steps, particularly through small-batch production, slower design and some lower-impact materials. However, the brand does not provide detailed public reporting on fabric sourcing, chemical use, emissions, water impact or clear environmental targets. Its sustainability approach is a good start, but not a fully transparent or comprehensive one.
Variety Hour is not a vegan brand. Some collections include wool and other animal-derived fibres. The brand does not currently publish a specific animal welfare policy.
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