In the realm of ethical fashion, there’s a bright star called Jackfruit, a one-woman powerhouse fuelled by an unyielding spirit and a keen sense of style. Charada, its queer and neurodivergent founder, weaves a vivid tapestry of comfort, inclusivity, and sustainability into every stitch of this underwear brand.
Jackfruit sprouted when Charada and her mother combined their talents, with the former stepping into a solo role since her mother’s 2020 retirement. The designer’s role is more than just a business owner; she’s the artisan dyeing fabric with solar energy, the seamstress using her mother’s industrial sewing machines, and the digital guru running the brand’s online presence.
The label represents the undying spirit of its creator. The last few years have been a rollercoaster for Charada, but the challenges have only made her stronger. Burnout hit hard, but she persevered, closing shop temporarily to focus on personal well-being and to upskill.
The brand’s hiatus turned out to be a blessing in disguise. It was a chance for Charada to reimagine the brand, a process that sparked new life into the label, painting it with more of her colors — a queer nostalgia rainbow.
Today, Jackfruit stands for more than just an underwear brand. It’s the reflection of Charada’s bold journey of self-discovery, resilience, and sustainable entrepreneurship. It’s an innovative force in the industry, keen on changing how we perceive, wear, and shop underwear.
Stay tuned to discover how Jackfruit’s new chapter unfolds and to shop the brand’s latest range of eco-conscious, size-inclusive underwear.
Let’s start with the brand’s origin story. Can you tell us more about how Jackfruit came to life and what inspired you and your mum to create this label together?
It all started after I had my luggage stolen overseas, actually. I’d spent years curating a wardrobe that was comfortable and that I loved, including underwear, and it was almost impossible to replace any of it with items I was happy with. When I got back to Australia, Mum and I made our first batch of underwear — for ourselves — and we loved it so much we knew we were onto something, then Jackfruit was born!
Inclusivity in sizing and representation is one of Jackfruit’s core values. How do you design your garments to accommodate a diverse range of body types, and what message do you hope to convey through your designs?
If a customer falls outside of our “standard sizing,” we customize our patterns, allowing us to create garments for literally anyone who wants them, and the message is definitely one of body acceptance and the ideal of comfort.
You’ve recently rebranded Jackfruit to make it feel more “you.” Can you share with us how this transformation has influenced your new collection and what customers can expect from the evolved brand identity?
Absolutely. Jackfruit was created with the persona or demographic of the “Byron nature goddess.” Which was absolutely wonderful when it was a team behind the brand as it gave a place for Mum and I to meet together. When Mum retired, I started to find it hard to create content, write copy, and design collections that spoke to this audience and decided if I was going to go solo, that I needed to tap into what came more easily to me.
Jackfruit 2.0 is more comfortable with itself, takes itself less seriously, is more bold and bright and fun, and also more weird. It’s still all about comfort, inclusivity, and sustainability, but it’s also about enjoying life.
There’s also new collections on the horizon, and you’ve hinted at some exciting garments beyond just underwear. Can you give us a sneak peek into what’s coming up and how you’ve infused your signature comfort and sustainability into these new pieces?
Yes! Upcoming, I have trackies and other basics, all created to live in and made using the most deluxe French terry Tencel.
One of the things that really stands out is the label’s color palette. While several mainstay brands typically lean more into safe colors, Jackfruit opts for vibrant hues like orange, lime green, and yellow among others. What can you tell us about the inspiration behind it?
Exactly as you said, when it comes to ethical and sustainable garments in particular, there is a heavy lean towards earthy, neutral palettes. While this makes sense, it’s also boring if it’s not what you’re looking for. I have this crazy pastel and bright 80s/90s mishmash moodboard that is my inspiration, and I love that it’s attracting new customers to the brand.
As a small business owner, you manage everything from design to website maintenance. How do you juggle these various responsibilities, and what have you learned about yourself and your business throughout this journey?
To ask for help no really, though, I’ve had to learn to ask for help outside of work. I’m ADHD, and I forget to look after myself sometimes. I’ve also had to learn to ask for forgiveness without demonizing myself — sometimes, I can’t do it all. Respond to inquiries, post and engage on social media, fix issues with the website, work on new items, and also clear out my inbox… I have to prioritize cutting and sewing orders and getting them out to customers, and I’ve decided that’s okay. I really am doing my best I think Jackfruit attracts people that understand.
Lastly, what do you hope your customers take away from their experience with Jackfruit? How do you envision your creations making a positive impact on their lives and the world around them?
I love that my customers reach for their Jackfruit’s each day, knowing they will be the comfortable, supportive garments their hearts desire. Hopefully, more people who are living lives true to themselves and moving away from uncomfortable conformity will give others permission to do the same.
