ABA Labels

ABA Labels senior team_L-R Maddie Culican, Patrick Pierre, Paul El-Sibai, Louise Jervis, Alys Jervis

ABA Labels is a fashion house with social, ethical and environmental responsibility at its core. Designed in the heart of Sydney, ABA Labels is behind well-established brands including Tussah, Chancery and Calli. 

ABA Labels is a significant player in Australia’s fashion landscape. Its brands represent 12% of The Iconic’s annual turnover, thanks to its combination of high quality, low prices and commitment to sustainable and ethical practices. 


ABA Labels’ brands are incredibly well known throughout Australia, so Pure Public Relations’ role is centred around helping to increase recognition and attention to the umbrella brand itself. 

In the face of the tough issues facing the fashion industry, ABA Labels relentlessly chases an ethical approach to business and seeks to minimise any negative impact on the environment, without compromising on style or creativity. We strive to communicate this commitment through awards, features, interviews, news announcements, advice articles, thought leadership, and opinion pieces. 


Through a mix of strategic planning and careful coverage placement, ABA Labels has seen valuable exposure in leading business titles including:

  • The Australian Financial Review
  • Inside Retail
  • Yahoo Finance
  • SmartCompany 
  • ELLE Australia 
  • Marie Claire Australia
  • WHO Magazine 
  • Ragtrader
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