Clothes That Care: How Tasmanian Label Mita Is Changing Lives
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People design clothes for all sorts of reasons. Some are drawn to beauty - the cut of a garment, the drape of a texture, or the impact of colour on its wearer. Others are motivated by the values of craft, sustainability, or the challenge of reinterpreting timeless basics. At its base level, most fashion design simply seeks to leverage trend for commercial gain.
For Amy Smith and Daphne Yeoh, though, designing clothes is about changing lives.
Amy Smith and Daphne Yeoh
The Hobart-based friends, who work full-time as practising lawyers, recently launched Mita - a new clothing label profoundly shaped by Amy’s late grandmother’s experience living with dementia.
“As part of that journey, we struggled to find clothes that made her feel comfortable physically, and also represented who she was in her life - to us and to herself,” Creative Director Amy says. “We realised that there are so many others who aren’t in a position to make conscious choices for themselves anymore, but still deserve to feel like themselves.”
For Amy - a long-time believer in the power of fashion to mould and express identity in her own life - the experience would set the wheels of Mita in motion. All she needed was a co-founder.
“I had the vision, but I knew that I needed somebody by my side to make it happen,” she says. “Daph and I have forged such a deep friendship, and I’ve always been in awe of her business mind - I couldn’t think of anyone better.”
“It was an instant yes, a no-brainer,” says Managing Director Daphne of the first time Amy floated the idea with her. “I don’t have Amy’s direct experience with her grandmother, but the idea of creating clothes that help people to find their identity and confidence really resonated with me.”
Mita was born. Over the next two years, Amy and Daphne - along with Brand Manager Holly Graham - drafted designs, tested fabric compositions, and sampled mock-ups, often flying to Melbourne to meet with millers and manufacturers.
The result is Mita’s first drop: a capsule collection that includes a tunic, short and long jackets, dress and pants. Each garment has been rendered in a custom-knitted FSC Certified Viscose blend, deliberately selected for its wearability and comfort.
“We wanted every item to feel like a hug - you put them on and instantly feel comforted,” says Amy.
It’s just one of the many deeply deliberate considerations informing every Mita piece. The Tunic Top, Sleeveless Dress, Short Jacket and Long Coat share the same or similar necklines for simple coordination, and several garments can be worn both ways, mitigating orientation challenges. And the Relaxed Pant - a tailored trouser in look, but lounging slack in feel - may be optionally adapted into The Care Pant, adding discreet side zips to support wound care, clinical aides and other accessibility requirements.
“I think we’ve done a really great job of nailing the important things to make sure that the wearer feels comfortable in our clothes all day,” says Amy. “There are so many little details that we’ve captured in this first run that we hope will really make a difference in people’s everyday lives.”
Inspired by personal experience and dedicated to addressing the everyday needs of those often overlooked in fashion, Mita’s launch collection more than fulfils its original vision. But, for Amy and Daphne - both of whom wear and style the pieces themselves - the brand has transformed into something more.
“Mita was inspired by a need and a desire to fill a gap, but where we’ve landed is being able to offer a product for everyone,” says Amy.
“Whether you’re suffering from chronic illness, dementia, or you just feel different, we really wanted to create clothes that are suitable for everybody,” adds Daphne. “In essence, Mita is about identity - it’s about feeling comfortable and confident, and that’s something that everyone deserves.”
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