Seljak Brand

Wool is an incredibly important local resource, so when the Seljak sisters found out each Australian sends 27kgs of material to landfill per year, they decided something had to be done. Their range of luxury blankets not only helps protect the environment, but for every ten blankets sold, Seljak Brand donates one to the Asylum Seeker Resource Centre in Melbourne.

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Sold in first 18 months


Blankets donated


Waste diverted

In 2010 the Australian Bureau of Statistics estimated that half a million tonnes of leather and textiles were sent to landfill, which is nearly all of the textiles generated in Australia over a whole year. One passionate business that’s tackling this waste issue is Seljak Brand, a sister duo who have created closed loop, luxurious blankets out of factory floor offcuts from Australia’s oldest wool mill in Tasmania and a 92-year-old mill in Lithuania. The blankets are made from a minimum of 70% recycled merino or lambswool and a 30% blend of other fibres (mohair, cotton and alpaca) and poly for strength.

The closed loop system allows Seljak to divert waste from landfill – once a blanket has lived a long and cosy life, Seljak arranges for it to be shipped back, ready to be recycled and re-spun into another luxurious blanket. While the blankets are preventing waste from harming our environment, it’s not the only difference they’re making. For every ten blankets sold, Seljak donates one blanket to the Asylum Seeker Resource Centre in Melbourne. With the support of Dreamstarter, Seljak were able to turn their dream of saving the environment and helping asylum seekers into a reality.

We're huge fans of Seljak Brand. Their no-waste ethos, beautifully soft, made-to-last blankets and their commitment to closing the manufacturing loop all make for products that are literally a feel-good purchase

Helen Dewar
Digital and Assistant Editor, Peppermint Magazine

In 2017, Seljak ran a successful crowdfunding campaign with ING Dreamstarter, which allowed them to begin the process of researching, prototyping and manufacturing a new summer blanket made out of general textile waste donated from Australian companies. After two years in research and development, Seljak Brand found the solution they needed wasn’t yet feasible within Australia, and turned to Europe. They launched their summertime blanket – Seljak Dune – in August 2019 which is made of textile waste gathered from 16 mills around Europe and woven in Lithuania.

After visiting the mill in Lithuania, Seljak Brand commissioned a 3rd party textiles sustainability specialist to conduct an independent audit of the facility to ensure environmental protection measures and workers rights were both up to the high standards we expect in Australia.

Seljak Brand are committed to finding solutions for turning Australian textile waste into beautiful things in Australia, as well as overseas, and are continuing their innovation journey on home soils too.

  • Seljak have diverted 2,300 kg of textile waste from landfill.
  • Seljak have donated 177 blankets to the Asylum Seeker Resource Centre
  • Numerous Australians have been exposed to closed loop business practices thanks to the press they've received and their many thought leadership activities.
How to support the work of Seljak brand:

Visit the online store and support sustainable fashion.

Spread the word - follow and share Seljak on social.

  • April 2016

    Seljak launches

    After a year of research and development by the Seljak sisters, Seljak Brand was successfully launched.

  • December 2016

    Making waves

    Karina was invited to speak at the 'New Kids On The Block' event due to the success of their purpose-driven business.

  • May 2017

    Dreamstarter crowdfunding

    Seljak ran a successful crowdfunding campaign with ING Dreamstarter, raising $32,150.

  • Oct 2017

    Continuing research

    Seljak continues research, development and testing of their new summer blanket due for launch in 2018.

  • Feb 2019

    Sustainable Living Festival

    Seljak co-hosted a panel at the Sustainable Living Festival focusing on how fashion can help limit global warming to 1.5 degrees.

  • June 2019

    Al Gore’s Climate Reality Trainging

    Seljak Brand co-founders Karina and Sam attend Al Gore's Climate Reality Training and continue their advocacy for urgent action on climate change.

  • August 2019

    Seljak Dune launched

    Seljak Brand launches Seljak Dune, a lightweight blanket made in Lithuania from the textiles waste of 16 mills around Europe.