Saloon
For those who know Dena and Saloon, her story is far more than a tale of fashion. It’s about sustainability, ethical production, and a commitment to building a local, community-driven business that reflects values of collaboration, care, and lasting impact.
As the face behind Saloon in Braidwood, Dena continues to challenge the conventions of the fashion world, creating a space where ethical production, high-quality garments, and community connection are at the forefront of everything she does.
Anyone familiar with Dena’s work knows that her passion for sustainability isn’t just a trend—it’s a core value that runs through every piece she creates. From the sourcing of fabrics to the design and production processes, Dena’s commitment to transparency and ethical practices is unwavering.
She is proud to be working with Liberty London Fabrics, whose commitment to sustainable practices—such as ensuring cotton is ethically sourced and that workers are treated fairly—aligns with her own ethos. For Dena, it’s about more than just making clothes; it’s about making clothes that have a story, that last, and that are made with care for the planet and the people involved in every stage of their creation.
"Liberty is a perfect example of a company with a transparent process that ensures quality, both in the product and the production," Dena explains.
"When I source fabrics, it’s important to me that they reflect the same values. It’s about longevity, both in the garment itself and in the relationships we build with the people making it."
As a small business owner in Braidwood, Dena’s focus has always been on supporting local, but she also acknowledges the complexities of sourcing sustainable fabrics. "We’re lucky to have a few local producers here in Victoria, but a lot of the fabric we use still comes from places like India and China," she says. While this presents challenges in knowing exactly what goes on behind the scenes, Dena’s meticulous sourcing and her passion for transparency mean she makes every effort to ensure her fabrics meet the highest standards.
Her collaborations with local artists, such as those who help create textiles reflecting the creative spirit of Braidwood, are a key part of what makes Saloon so special. "These collaborations help me tell a unique story—one that connects with both the land and the community here," she says. These relationships are essential not just for creating great products, but for fostering a deeper connection to the people who support the business.
What truly sets Saloon apart is its strong connection to the local community. Over the years, Dena has built a business that thrives not just because of the products she creates, but because of the relationships she’s nurtured with those around her.
When you walk into Dena’s shop, it’s not just about browsing clothing—it’s about experiencing the story behind each piece. From the sewing machines humming in the background to the garments displayed on the rack, customers get to see firsthand the care and craftsmanship that goes into each item. Dena has created a space where education is just as important as commerce, and where people can learn about the process of making clothing and the importance of ethical choices.
"The shop and workshop in one space allow people to see the whole process," Dena shares. "I can talk about why handmade, ethically produced garments cost more and why that’s a good thing."
Her belief in collaboration extends beyond her partnerships with artists. Dena’s willingness to lean on the Braidwood community for support, whether it's calling on friends to help out with a photo shoot or seeking volunteers for various tasks, is one of the key reasons why her business has thrived. "The show I put on was a perfect example of that community spirit. It wasn’t just about the clothes—it was about the people who made it happen," Dena recalls.
For Dena, slow fashion is not just a way to make clothes—it’s a movement that speaks to a larger cultural shift. While the challenges of fast fashion and overconsumption remain prevalent, she’s hopeful about the changes happening, especially among younger people.
"I’m seeing a lot more awareness around the need for investment pieces—clothing that lasts, that’s made with care," Dena says. "It’s a shift that’s been slow, but it’s definitely growing. People are starting to realize that fast fashion isn’t sustainable in the long term, both for the planet and for the people who make our clothes."
Dena believes the power of influencers and artists embracing slow fashion could have a significant impact. "If we can get more well-known figures to champion slow fashion, it will create a ripple effect," she explains. "People will start to see that clothes with meaning are worth investing in."
"I never thought I’d end up in Braidwood, let alone be living off-grid in an ethical home," Dena laughs. "But now, it's exactly what I want—creating meaningful work and living with intention. It’s a journey that I’m excited to continue."
As she looks ahead, Dena is thinking about expanding her collaborations, continuing to grow Saloon, and deepening her relationships with customers, artists, and fellow local businesses. The next chapter might involve more unique collections, perhaps a marriage of local Australian textiles with the iconic prints from Liberty, or even new collaborations with artists who share her values.
At the end of the day, Saloon isn’t just a brand. It’s a community. It’s a place where people can see the love and care that goes into every garment. It’s a place where Dena’s passion for slow fashion, ethical production, and sustainability are woven into every thread. And as more people begin to understand the value of investment pieces—garments that have a story, a purpose, and a lasting impact—it’s clear that Saloon is not just part of a movement—it’s helping lead the charge.
For Dena, the journey is just beginning, and she’s excited to continue creating, collaborating, and, most importantly, building a community that values more than just a product—it values the relationships and stories behind it.