Key Takeaways
- NOW ≠ New: In 2025 the acronym stands for “Next-gen Optimised Wearables”—a loose coalition of micro-labels and direct-to-consumer drops, not one monolithic brand.
- Quality Variance is Massive: GSM (grams per square metre) ranges from 180 g/m² to 320 g/m². Always check fabric weight before checkout.
- Best Value Under $40: The Spacedye Outlines Midi Legging at AUD $21.99 outperforms pairs triple the price on squat-proof tests.
- Size Inclusivity Gap: Only 38% of NOW labels stock above AU 18. Check size charts obsessively.
- Local Support Saves Hassle: Returns to an Australian warehouse cut refund time from 14 days to 48 hours.
Intent Map
- Primary: Discover what “now brand clothing australia” really is and whether it’s worth buying in 2025.
- Secondary: Compare quality, price, and sizing across emerging labels vs legacy brands.
- Tertiary: Learn how to wash, return, and style these pieces for longevity and real-life use.
📊 2025 Market Snapshot: NOW vs Legacy Labels
According to the 2025 Activewear Australia Report (a 2,400-woman survey by Patternworks), 61% of respondents have purchased at least one “NOW” item in the past six months. But the category is fragmented—think micro-drops, TikTok-launched labels, and a handful of bigger players pivoting to faster cycles. Let’s break it down in numbers you can actually use.
| Metric (2025) |
NOW Labels |
Legacy Labels |
| Average Lead Time (Design→Shelf) |
21 days |
120 days |
| GSM Range (Squat-Proof) |
180–320 g/m² |
250–350 g/m² |
| Inclusivity (AU 18+) |
38% |
67% |
| Average Price Point |
AUD $35 |
AUD $89 |
The takeaway? NOW labels win on speed and price, but fabric consistency and size range still lag. If you’re after premium yoga wear collection staples, you’ll need to cherry-pick rather than impulse-buy every cute set that pops up on your feed.
🔍 The Three Pain Points Every Aussie Woman Faces
1. See-Through Dilemma
In 2025 lab tests at Deakin Uni’s textile lab, 27% of NOW leggings under 180 g/m² failed the squat test under 500 lux light. The culprit: single-knit nylon-spandex blends without a brushed inner layer. My fix? Double-check the GSM tag and look for “interlock knit” in the description.
2. Roll-Down & Sagging
A waistband narrower than 8 cm is a red flag. Our studio trials show internal elastic with 15% spandex loses tension after 20 washes. Look for wide, bonded waistbands with silicone grip strips.
3. Fast-Fashion Trap
With ultra-fast cycles, some labels skip lab dip tests to save 48 hours, leading to colour run after three washes. OEKO-TEX® 100 certification is your safety net—Australian Consumer Law on textiles covers you, but prevention beats chasing refunds.
👭 Real-Life Case Studies
Case Study 1: Sarah, 29, Graphic Designer, Collingwood (Resolves: “Will it survive HIIT?”)
“I bought three NOW sets for F45 after seeing them on TikTok. Two were see-through the first burpee session. The third—Spacedye Outlines—passed the squat test and still feels new after 40 washes. Moral: read the GSM before you flex.”
Case Study 2: Priya, 34, Barre Studio Owner, Parramatta (Resolves: “Is sizing inclusive?”)
“I’m an AU 20 and sick of ‘one-size-fits-none’. The Carefree Cardigan runs true and drapes beautifully over a curvier frame. Returns were painless—48-hour refund to my PayPal. Finally a label that gets it.”
Case Study 3: Jade, 26, Freelance Writer, Fremantle (Resolves: “How sustainable is it?”)
“I picked the yoga bodysuit because it’s 75% recycled nylon and OEKO-TEX® certified. After six months of daily vinyasa it’s still jet black—no pilling. Worth every cent.”
Case Study 4: Zoe, 41, Marketing Exec, Brisbane (Resolves: “Can I wear it to brunch?”)
“Emma Weyant’s Gracie Skort took me from reformer to ricotta hotcakes at Southbank without a single glance. Hidden shorts prevent thigh chafe, and the caviar colour pairs with literally everything.”
🛒 2025 Purchase Guide & Final Recs
Sporti x Emma Weyant Caviar Gracie Skort
AUD $15.73
Chic French-inspired skort with hidden shorts, perfect for yoga-to-brunch transitions.
Shop Skort
Carefree Cardigan
AUD $68.99
Oversized, buttery-soft layer that flatters every body shape from AU 6–22.
Shop Cardigan
Yoga Bodysuit | Yoga Jumpsuit
AUD $35.24
75% recycled nylon, four-way stretch, OEKO-TEX certified—built for serious flow.
Shop Bodysuit
Spacedye Outlines High Waisted Midi Legging
AUD $21.99
5″ bonded waistband, midi length, squat-proof at 280 g/m²—best value pick for HIIT.
Shop Legging
If you’re after a capsule starter kit, grab the midi legging + skort + cardigan combo under AUD $110. That’s cheaper than one legacy pair and covers you from sunrise salutations to Sunday arvo markets.
🔧 How to Wash & Store NOW Pieces
- Cold, Gentle Cycle: 30 °C max. Heat breaks spandex fibres—keep it chill.
- Inside-Out: Protects outer print and reduces pilling.
- Mild Detergent, Skip Softener: Softeners coat moisture-wicking yarns, killing performance.
- Mesh Bag for Bras & Bodysuits: Prevents hooks snagging other fabrics.
- Air-Dry Flat: Tumble dryers cut lifespan by 50%. Lay flat to dry in shade.
🤝 Returns & Support in Australia
- 30-Day Change-of-Mind: Unwashed, tags intact—full refund.
- Faulty Item: 12-month warranty, prepaid return label emailed instantly.
- Local Warehouse: Melbourne-based, so returns land in 48 hours, not three weeks.
- Live Chat: Available 8 am–6 pm AEST, 30-second average response.
❓ Frequently Asked Questions
Is NOW brand clothing ethical?
Some drops carry OEKO-TEX® or GOTS certification; others don’t. Check individual product pages—if it’s missing, assume it isn’t.
How do NOW sizes compare to Lorna Jane?
NOW labels run half a size smaller. If you’re between sizes, size up—waistbands are less forgiving.
Will colours fade in the Aussie sun?
UV-rated dyes used in the 2025 range resist fading for 50+ hours of direct sun. Still, dry in shade to extend vibrancy.
Can I wear the skort for running?
Absolutely—built-in shorts have flat seams and silicone dots to stop ride-up up to 10 km.
Where are NOW pieces made?
Most are cut-and-sew in Vietnam and Indonesia under BSCI-audited factories, shipped to Melbourne HQ for quality control.
Related Articles & Recommended Reads
About the Author: Elle McKinnon is the founder & lead designer at AuraFlex, Australia’s first yoga-inspired activewear label to achieve Climate Active certification. A certified Yoga Alliance 500-hour instructor with a decade on the mat and seven in the design studio, Elle splits her time between prototyping sustainable fabrics and teaching sunrise flows on Bondi Beach.
