Hara The Label

HARA The Label is an Australian sustainable basics brand founded in 2016 by Allie Cameron, who remains founder and CEO. It sells underwear, bralettes, loungewear and simple ready-to-wear cut from OEKO-TEX 100 certified bamboo-derived fibre, in a muted earth-tone palette with soft, unstructured, wire-free shapes and inclusive sizing. Early collections were coloured in-house with plant dyes such as turmeric; current underwear ranges use non-toxic reactive dyes. The brand runs a global store at hara.earth plus a dedicated Australian site, and also sells through independent sustainable-fashion retailers in Europe.