Helloha - we're Alexia and Sophie,
thanks for dropping by!

We met eight years ago as competitors on the high seas of independent fashion.
Introduced by a mutual friend we initially gave each other the hairy eyeball but after a night of rocking bad dance moves, we became friends. Respect.

For two years we drank a lot of coffee and shared stories of how retail was just not doing it for us or our customers - we didn’t have her size or we hadn’t even cut her size, yet at the end of the season we were left with stock - it just didn’t add up.

The straw broke co-hosting a sample sale. Sitting in an outlet centre amongst a graveyard of unloved clothing, heads bowed, we thought enough is enough - there’s got to be a better way.

Good Day Girl was born.

We design for the every day. We like functionality and pockets.

They are pieces that live well, travel well and work together.

We make it differently, taking a slower approach.

We create two collections a year, it’s only available made to order.

You get your size and we leave no waste for mother earth to wear.

It’s a win, win!

We’d love you to join us for the ride.