Homie: Weaving Fashion with Social Impact

Homie, a Melbourne-based fashion label, is making waves not just for its trendy streetwear but for its powerful social mission. CEO Stephanie Say recently sat down to discuss the organisation’s unique approach to supporting young people affected by homelessness and hardship, revealing a model that blends style with significant social impact.

Steph’s path to Homie reflects her deep commitment to social justice. Beginning her career in journalism and digital marketing, she eventually transitioned to the non-profit sector, driven by a desire to make a tangible difference. Her experiences at Fairfax Media, the Port Adelaide Football Club, the Big Issue, and the Reach Foundation ultimately led her to the helm of Homie. She recounted her early career, noting, “My early career… I learned that I didn’t enjoy writing under pressure.” However, it was her time with the Port Adelaide Football Club and its community engagement initiatives that sparked her passion for social impact, a passion that ultimately drew her to the world of social enterprise.

A key element of Homie’s philosophy is its careful use of language. Say emphasised the importance of referring to individuals as “people affected by homelessness” rather than “homeless people.” “Homelessness is not something that defines a person,” she explained. “It’s a situation that anyone can move out of with the right support.” This linguistic choice reflects Homie’s commitment to recognising the inherent dignity and potential of every individual.

Homie operates as a social enterprise, seamlessly integrating fashion and social responsibility. “Homie is a streetwear label and a social enterprise,” Say stated. “We exist to support young people affected by homelessness or hardship to be more work-ready and better prepared for their futures.” This mission is brought to life through two primary programs: the VIP Program and the Pathway Lines Program.

The *VIP Program* provides a dignified and empowering shopping experience. The Fitzroy store closes to the public several times a year, opening its doors exclusively to young people affected by homelessness. They are invited to select five items of clothing free of charge. “It’s an aspirational brand,” Say emphasised. “They get to choose it themselves.” The VIP experience goes beyond clothing, also offering haircuts, manicures, and a customisation station, fostering a sense of community and belonging.

The *Pathway Lines Program* is an eight-month program that combines education and employment. Participants dedicate four hours a week to business studies and work three shifts at the Homie store or with partner retailers such as Champion, Nike, and Sportsgirl. Critically, participants are paid for every hour they commit to the program, including their study time. Homie collaborates with over 60 community partners to identify and refer young people, aged 18-24, to the program.

Homie’s success is evident in the program’s outcomes. “We know that our programs work,” Say declared. “Twelve months post-graduation, we know that 90% of them are still meaningfully employed or engaged in further education.” This impressive statistic underscores the program’s effectiveness in empowering young people to build brighter futures.

Homie’s financial model is as innovative as its programs. As a social enterprise, 70% of its operations are self-funded through the sale of its streetwear. “Every time someone comes through the door and makes a purchase with Homie, they can do so with the knowledge that 100% of the profits are going towards our mission,” Say explained. The remaining 30% is provided by philanthropic partners and foundations. Homie maintains its independence from government funding, focusing instead on its commercial activities to maximize its social impact.

Looking ahead, Say is committed to scaling Homie’s impact as the organisation approaches its 10th anniversary. Plans include expanding their retail presence, strengthening their online platform, and launching new programs such as the Retail Ready Program and the Empathetic Employee Training Program. The latter program offers businesses valuable training in effectively communicating and working with young people from diverse backgrounds.

Steph’s insights reveal Homie’s dedication to more than just fashion. The organization’s work highlights the transformative potential of combining style with social purpose. Homie isn’t simply providing clothing or jobs; it’s cultivating a sense of belonging, dignity, and hope. It stands as a powerful example of how business can be a catalyst for positive change, demonstrating that even small acts of kindness and respect can have a profound impact.