About

Our Story

Sunny Days Society is a fun lifestyle youth clothing label created in Noosa and inspired by our natural coastal lifestyle. Our aim is to address the gap in the tween clothing market and hope to inspire our youth by raising awareness on ethical and sustainable practices which we think will lead into making positive choices that will have a lasting impact on their future. 

We specialise in simple but unique pieces that are so comfortable to wear you can wear from the beach to dinner or the movies. 

All our pieces have been thoughtfully designed to be versatile and can be worn collectively with other Sunny Days pieces or with pieces you already own and love.

Making positive choices

We are proud that with transparency and a consistent commitment  all our clothing is made using sustainable natural deadstock fabrics that are sewn ethically by skilled seamstresses in Vietnam. Each seamstress is paid a sustainable living wage through our partners TTK Collective (read more here). We believe in slow fashion so we only make small limited quantities which we believe adds more value to each piece. 

  • Handmade in Our Factory

    Handmade in Our Factory

  • Deadstock Fabrics

    Deadstock Fabrics

  • Sustainable Living Wages

    Sustainable Living Wages

  • Lasting Impact on the Future

    Lasting Impact on the Future

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Meet our founder - Michelle Payne

The Sunny Days Society journey started in 2021, Michelle has always been creative, with a love of sewing a skill learnt from her Mum when she was 12.

Born and raised on the Sunshine Coast Michelle has a love of the beach and outdoors and leads a very active life with her young family.

Michelle was looking for a way to use her creativity and passion in a positive way in the fashion industry. With an 11 year old daughter she had been continually frustrated at the lack of choice of clothes her daughter liked to wear, Ruby wanted comfortable clothes suitable for the Sunshine Coast’s warm sunny days that could take her from the beach to a friends birthday party, out for dinner with the family, or simply skating and hanging out with friends.
More often than not we were walking away from the shops empty handed or with clothes that were cheap and made poorly.
Discover our collection
So Michelle decided to create and sew her own pieces for Ruby, she was continually getting questions from other Mum’s where she bought the pieces, so with that came Sunny Days Society a clothing label that can be and shared with other tween girls, pieces that not only look good but feel good on and make the girls feel comfortable, confident and happy which is so important at this developmental age.

With a young family my purpose is to be a positive role model and build a brand that is consciously contributing to a better situation for myself, my family, the environment and others.

The pieces in the Sunny Days Society collection have been inspired by her love of nature, the beach and the ability and freedom for girls just being carefree and having fun.
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