Our Journey

In May started from a spark of creativity when Jaimi had decided in 2019 to bring out her mums old sewing machine to create clothes for a music festival. Finding her passion in the designing process, she quickly had the idea to create a clothing brand.

Spending the holidays designing and sewing clothes, in early 2020 the brand was ready to launch. Initially, the focus was on festival fashion, but Jaimi quickly recognized a mismatch with her deeper values. She was drawn to the idea of clothing with longevity, not just single-event wear. Slowly over time, she switched around the brand to incorperate linens, cottons and more natural materials to help begin the journey into a more sustainable approach.

By 2022, In May was fully boasting the slow fashion movement and embracing eco-friendly values. Inspired to make a positive impact in the fashion industry, in 2024 the brand focused on their sustainability practices heavily and achieved many of their goals that were set (read more here).

The brand hopes to grow and become a leader in the sustainable and slow fashion community.

Our Dedication to the Planet

We strive to make a positive impact in the fashion industry while minimizing our environmental footprint. As an ethical Australian women's fashion brand, we source high-quality, sustainable materials—locally when possible or directly from trusted manufacturers.

Focusing on natural and recycled fibers, we avoid synthetic fabrics like polyester to reduce environmental harm. By producing limited runs with small fabric quantities, we prevent waste and overproduction. Deadstock fabrics are also a priority, giving unused materials a second life instead of sending them to landfills.

Our Sustainability Page

  • Intentional Designing

    Our beliefs at In May follow through to our designs. Designing pieces with the future in mind, boasting timeless silhouettes and creating pieces that encourage individuality.

  • Grounded in Ethics

    With a deep commitment to ethical practices, we prioritise fair labour and transparency throughout our operations. We work with trusted brands, manufacturers and partners to deliver the highest quality garments.

  • Sustainably Shaped

    Our brand dedicates countless hours researching the perfect fabrics and materials to use in our garments. Natural fabrics that are certified and meet our high standards are a must for not only us but for the planet.

Our Journey Starts With You

We are dedicated to creating high quality timeless fashion that compliments the female silhouette. Our journey to becoming a leader in the sustainable fashion community starts with you, our muse. We are constantly inspired by the feedback we receive, the love and adoration from you, and are committed to evolving, growing and devolping the brand to become the best it can be.