Outcast is the latest Aussie fashion brand to bet on the UK and here's why
Australian womenswear label Outcast has officially launched in the UK, unveiling a new Midlands-based distribution hub, localised website and app to better serve its rapidly growing British audience.
The move marks a pivotal moment in the brand’s global growth and reinforces a wider trend of Australian fashion labels gaining serious traction in the UK.
The new UK distribution centre, which opened on 23 October, enables faster delivery, lower shipping costs and an enhanced customer experience. Outcast is on track to achieve 150% year-on-year growth for 2025 and has already shipped to more than 100,000 UK customers, building a loyal community drawn to its body-skimming, party-ready designs.
Co-Founder and CEO, Lawrence Lees, said: "The UK has always played a huge part in our journey. Creating a local presence here lets us invest back into that community to be closer, more connected, and more intentional in the way we grow."
Co-Founder and Creative Director, Paris Marchant, added: "Outcast has always been built on the idea of doing things our own way. This move gives us the freedom to create, ship, and connect with our UK audience on our own terms – same energy, just faster delivery."
Outcast’s UK expansion follows a surge of Australian fashion brands gaining ground in Britain, many of them powered by strong social media communities and an aesthetic that bridges the gap between fast fashion and elevated occasionwear.
For example, ASOS has recently doubled down on Australian labels, including I.AM.GIA, Tiger Mist, Princess Polly and Lioness. Beyond ASOS, contemporary labels such as Aje, Bec + Bridge, DISSH and Camilla and Marc are also expanding their UK footprint through DTC e-commerce and wholesale.
Outcast’s decision to invest in UK infrastructure signals confidence not just in its own customer base, but in the broader opportunity for Australian fashion in the market.
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