Unfold Collective was born in a Melbourne apartment with one quiet idea: what if pride could feel more personal?
As someone a little more introverted, I noticed how most pride merch was bold, loud, and built for the parade. I wanted something softer. Something meaningful that I could wear on any day, not just for Pride March.
With a background in web development, I saw how eCommerce could be used to create something different. A brand that doesn’t chase trends but creates space for people like me. People who want subtle, meaningful ways to express identity.
Unfold Collective is built on comfort and safety. Our pieces feature quiet nods to queer culture signals that only those who know will know. They’re personal, wearable, and inclusive. Because everyone deserves to express who they are in a way that feels right for them.
We use carefully chosen sustainable materials like pre-consumer recycled cotton and RPET made from recycled plastic bottles. These choices reduce waste without compromising on comfort or quality.
Many of our designs also celebrate Australian culture in playful, nostalgic ways like embroidered fairy bread or magic coffee. It’s our way of keeping things local, personal, and a little bit joyful.
We believe pride should come with purpose. That’s why a portion of our revenue is dedicated to supporting LGBTQIA+ initiatives. Unfold was never meant to be just a brand. It’s a small, growing community and we’re just getting started.
