What sets us apart in the industry is the fact that we use exclusively deadstock fabric, meaning fabric that would otherwise end up in landfills. By giving a second life to these fabrics, we are not only creating beautiful high-quality garments, we are actively combatting the waste issue in the fashion industry!- Brodie Peteran, Founder of Gotcha Covered

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The pandemic taught us resilience, patience, and how to enjoy the delicate moments of a slow paced life. If long nature walks and organic self care routines can grow into our busy lives, why do we still struggle to outgrow fast fashion?

It’s no surprise that fashion, trends, and style all come at an environmental cost. From production to manufacturing, consumption to pollution, we all have a responsibility to reduce our carbon footprint.

We had the pleasure to speak with Brodie Peteran, the Founder and Designer behind Gotcha Covered to learn about her fashion sustainability mission and her advocacy for slow fashion with timeless design. As a women-led slow fashion brand, they’re here to combat the waste issue of the fashion industry: look good, feel good, and wear good.

IBU: Hello Brodie, welcome to our first issue of IBU Links! We’re so excited to feature Gotcha Covered as a local leader and innovative fashion brand. This month, we’re all about sustainability, what inspired you to start Gotcha Covered?

Brodie Peteran: After working in corporate fashion roles over the past 8 years, I began to realize just how toxic and harmful the fashion industry was. It didn't feel right working for a company whose values were so different to my own, so I left my design job at a fast fashion label, and started to really think about what I wanted to do. I knew I wanted to stay in fashion, but I really wanted to find a way to merge my values around sustainability into my next role.

Brodie noticed the increasing matter of disposable mask litter and was inspired to use her experience in design and left over fabrics to create sustainable reversible masks instead, and soon Gotcha Covered was born. Since then, Gotcha Covered has evolved from matching accessories to their first ever sustainable women’s clothing collection, Luxe Linen, handcrafted exclusively with deadstock linen fabrics.

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IBU: Could you tell us more about your new collection, Luxe Linen?

Brodie Peteran: Our goal with this collection was to have a positive impact on the planet. We didn't want to create "just another clothing collection", we wanted to find a way to create beautiful timeless garments that would leave the planet in better condition than we found it.

We learned from Brodie that using unsold deadstock fabrics allows us to divert loads of landfill waste, a wonderful footstep to inspire more sustainable business practices.  

IBU: Could you tell us about the ideation and creation process?

‍Brodie Peteran: For us, the design process starts with a mood board and fabric sourcing. Since we use exclusively deadstock and organic fabrics, it's important for us to find the fabrics before we start designing, because it can often be a tricky process.

From there, Gotcha Covered will source multiple fabric options, design sketches and samples to test for the best fit and shape. At least 4-5 versions of each garment are created before they are perfected to bring their vision to life. Through slow fashion, they’re passionate to tell a story with intention and a sustainable backbone.

Brodie Peteran: Unlike fast fashion brands, our design process is very slow and intentional. We do not create new collections based on short-lived trends, or the goal of launching something new every month. Our process is very thoughtful, and we take our time with every stage, in order to ensure the highest quality garments end up in our customer's wardrobes.

Gotcha Covered also donates 2% of all revenue to various climate change and environmental charities with every purchase. As a local business themselves, they strive to fight the climate crisis while giving back to the community.

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IBU: What’s one struggle you’ve encountered since starting Gotcha Covered, and how did you overcome it?

Brodie Peteran: One thing I’ve struggled with is the insanely steep learning curve that comes with starting a business! While I do have a background in design, there are so many aspects of running a business that I just didn't have experience with – marketing, paid ads, distribution, wholesale, budgeting, cash flow, customer service! I've realized that starting a fashion brand is only around 10% fashion, the other 90% is business!

Brodie advises to be patient, but quick adaptation often comes naturally. Running a small business is an ultimate sink or swim test, and you’re always learning something new.

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IBU: How do you manage your personal life and business?

Brodie Peteran: What personal life?? Kidding, but honestly in the beginning I spent all day every day working on Gotcha Covered. As a small business owner, it's so hard to find that balance, especially when you're doing it on your own.

I was recently listening to the Wish We Knew podcast by Alice Benham, and she said something that really resonated with me. She said "You need to learn to stop working. You can't just sit at your desk until the work is done, because it'll never be done". That really stuck with me because I realized it's so true - as a small business owner, you are the business, and you need to take care of yourself, or the business won't be able to flourish. It was easy to work 14 hours days in lockdown when there was not much else to do, but I really believe that we all work to live, not live to work, and I need to remember that!

Prioritizing healthy boundaries, personal happiness and mental health are non-negotiable, as Brodie advocated. Managing a small business is a challenging adventure, and a strong internal support system will help you create that balance.

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IBU: Thank you Brodie for your time today, it’s been a pleasure learning about your story and the inspiration behind Gotcha Covered. Your dedication and work ethic is one we admire, and really support at IBU. Before we end, what do you hope to gain from being a part of the IBU Community?

Brodie Peteran: I love that it's a supportive community of other small business owners / entrepreneurs. Running a business can be exhausting and isolating, so it's nice to be connected to other women who understand what it's like! I also think it'll be great to have professional connections in other areas - photographers, models, influencers, etc. We can all help each other out!

After our transparent interview with Brodie, we learned not only of their slow and sustainable fashion mission, but gained insights to the behind the scenes of a small business owner. Brodie is on a mission to make slow fashion accessible, and Gotcha Covered is heading in the right direction.

‍I know it's the way of the future, and if I can help even just 1 person shift their mindset, then I would say I'm doing well! - Brodie Peteran