Female founded and envisioned.
Mita was founded by lawyers Amy Smith and Daphne Yeoh, and shaped with the guidance of Brand Director, Holly Graham. Inspired by Amy’s late grandmother, Iris, it grew from a deeply personal experience and a shared resolve to address something important, yet often overlooked, in the fashion industry.
For Amy, a standout in the legal fraternity for rejecting traditional corporate attire, dressing has always been an outlet for self-expression, a trait inherited from her grandmother, whose impeccable style never wavered even as dementia altered the way she existed in the world. Finding clothing for Iris that was both functional and beautiful proved almost impossible, often requiring alterations or compromises on quality or taste. This challenge inspired Amy to channel her innate curiosity in fashion and design into something that could make a difference.
Daphne, a fellow lawyer and close friend, immediately connected with Amy’s vision. After moving to Australia from Malaysia, she has navigated many evolutions of self, from exploring her cultural identity to balancing career and motherhood, and understands the quiet power of clothing in shaping confidence and identity. The proposal to join Mita came as she was exploring this balance more deeply, and the opportunity to apply her analytical skills to something meaningful and creative felt like a natural progression.
Heading the execution of Amy and Daphne's vision for Mita, Holly ensures everything the brand delivers, from product design to campaign creative, keeps human experience at its core. Serendipitously, her connection to the cause is also profoundly personal. Living with a chronic condition and as a primary support to her partner’s parents with Alzheimer’s disease, she brings an intimate understanding of the realities faced by those at the heart of the brand.
There is a personal entry by Holly on our journal here.
Considered Collaborations
Mita’s garments are designed with care for the wearer, prioritising comfort, dignity and ease. This same care carries through every decision we make about the brand, from how our garments are produced to who we collaborate with and how stories are told.
We believe in the importance of ethical fashion and recognise the human cost that can be embedded within the industry, which is why we feel a deep responsibility to meet standards we can proudly stand behind. Producing locally has allowed us to foster strong, respectful relationships with our makers, ensuring that each piece is crafted in not only safe but supportive conditions.
From our textile design consultants, fabric producers and trim suppliers to pattern makers and manufacturers, each partnership plays an integral role in bringing Mita to life. Together, they shape our brand and have given us a first collection that balances functionality, quality and beauty, reflecting the care and intention that defines our purpose.
That very same sentiment guides how we represent the people our garments are designed for. While most of our imagery has been produced by a full team of talent and features models or individuals we have paid to engage, in some cases we use generated characters as a considered alternative.
This allows us to thoughtfully represent different bodies and experiences where real-life wearers may not be in a position to give informed consent or feel comfortable being photographed for commercial use. Advocacy sits at the heart of our work, alongside a deep commitment to privacy and respecting personal boundaries.