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.

From inception to launch, Mita has been shaped by many valued collaborations, from textile design consultants and pattern makers to fabric producers and manufacturers. These partnerships have been integral to creating garments that balance functionality, quality and beauty, reflecting the same care and intention that defines Mita’s purpose.