Founded in 2016, Collective Closets is a fresh and exciting Melbourne/Naarm-based fashion label, owned and run by sisters Laurinda and Fatuma Ndenzako.
We first connected with the duo in 2019, when Market Lane and Collective Closets had neighbouring shops on Victoria St at the Queen Vic Market. We were immediately drawn to the sisters’ incredible positive energy, creativity, kindness and authenticity, as well as the gorgeous garments they create with shúkà fabric sourced from Kenya, and their commitment to sharing the stories behind those garments.
Over many cups of coffee, we discovered that we have a shared set of values, as well as a great love for and appreciation of East African coffee, culture and craftsmanship – we’ve been sourcing and sharing beautiful coffees from producers in Kenya and Rwanda since we opened Market Lane. We knew we wanted to collaborate with Collective Closets on a special project and, in 2023, we finally had the opportunity with the creation of a gorgeous limited-edition bag. By (very) popular demand, this year we’re collaborating with the sisters again to launch a new bag with a beautiful colour refresh!
To celebrate the launch of this bag, we sat down with Laurinda to chat about the history of the sisters’ business, the ideals that drive their work, their day-to-day schedules, and their plans for the future.
Market Lane Coffee: Can you tell us a bit about how Collective Closets and how you got started?
Laurinda Ndenzako: Fatuma and I have dabbled in creative things since we were quite young. Before Collective Closets, we had a little business called ‘Grandma’s Finest’ where we did vintage clothing hauls and markets. A lot of friends and family asked us, ‘why don’t you start your own business with your own clothes and create from start to finish?’ So, we started discussing the possibilities. We knew we wanted to use fabrics that weren’t just everyday fabrics but had a foundation that translated back to our upbringing and heritage.
Around that time, I was getting married. My husband is from Kenya (my own family is from Angola), and he and I flew across to Nairobi to meet the parents. I absolutely fell in love with the place. When I saw fabrics in the markets of Nairobi, it was like a lightbulb moment. It reminded me of stories our mum had told us about growing up in Africa. I especially gravitated towards the shúkà, the cloth of the Masai.
So, that’s where the concept of Collective Closets came from – it’s a brand that celebrates our dual heritage, of being from Australia with African roots. We wanted to really lean into our upbringing in Melbourne, in Australia, and give the clothes a modern, fashion-forward element that speaks to styles worn here, while celebrating the beautiful things that come out of Africa.
Collective Closets Studio
What values or ideals drive your brand?
Community is one of our biggest values, and harbouring and nurturing that is a big part of what we do. The women who make up the collective are important to us; we want to empower women and the people who follow our story, and have conversations that connect us all.
Another big value for us is finding ways to be able to give back to community and not just take. We are not Kenyan ourselves – we’re always forthcoming with that – and it’s important to us to shed a light on the different textiles and fabrics we use, and the artisans, maker and creatives we work with in Kenya. Celebrating them and the richness of the continent is central to what we do.
What does an average workday look like for you?
Our workdays can vary quite a lot, day to day. As mothers and business owners, Fatuma and I have been intentionally working on slowing down our morning routines to start the day on a calmer note. For Fatuma, the day definitely begins with a cup of coffee – that has to happen before we even get started! It's her ritual to get into the right headspace for the day ahead.
We've both been prioritising some form of exercise to set a positive tone. I've been taking boxing classes at 6am on some days, while on others, I opt for a gentle walk to clear my head. After that, it's the usual rush of packing lunches then dropping our boys off to school. When I get back from school drop-offs, to keep the energy up, I love to crank up some music to help motivate me.
Once we're at work, we start with admin tasks – checking emails and processing orders. Then our days are filled with a mix of strategic planning sessions, design meetings, and marketing discussions. We're constantly reviewing our ongoing projects and brainstorming new ideas.
Despite the busy schedule, we make sure to take some time to check in on each other, sharing a quick gossip about life and the shows we're watching – it's our way of staying connected beyond just business. The day flies by with more meetings and a quick lunch break, and before we know it, it's typically time for school pick-up.
It's a delicate balance of personal care, family responsibilities, and growing our business, but we wouldn't have it any other way. Each day brings its own unique challenges and rewards, keeping us on our toes and reminding us why we love what we do.
Who or what inspires you?
Our network of friends inspires us, our community inspires us, our customers inspire us.
I’m in awe of people’s abilities and the creative passions that set their soul on fire.
Last year, I went to see a play called Is God Is. Seeing that community – a women-led cast of predominantly black actors being centre-stage at the MTC. That was just so inspiring.
Our mum is also an inspiration. She passed away a few years ago, but she left a legacy within Fatuma and myself. She was a very inspiring, hard-working and courageous woman.
What’s it like running a business with a family member?
It’s been a journey with a lot of growth and introspection leading to a greater mutual respect and understanding. We’ve both learnt a lot from each other. We’ve had to be intentional in how we communicate with each other, and understand each other’s communication styles. We’ve had to work on our boundaries and know when to switch off. So, when we have family functions or go on family trips, we know it’s ‘sister time’ now rather than ‘business time’, and we don’t talk about Collective Closets at all.
We prioritise the family relationship before the business. If things get tough, we remind ourselves that first and foremost we’re family and we’re sisters. And it’s nice to check in with each other about our lives before we get down to business, just like we would with any other colleague.
Fatuma and Laurinda from Collective Closets
We're so excited to be collaborating with you on a limited-edition bag! What can you tell us about the shúkà, the cloth with which these bags are made?
The shúkà is predominantly found in the East of Africa, and it’s represented by the Masai tribe and a few other tribes in the East of Africa. The Masai people are semi-nomadic warriors and, from my perspective, they use this fabric as a way to wear their traditions. It’s a way for them to show who they are; it speaks loudly and it speaks boldly.
There’s not a lot of documentation about how the Masai tribe obtained this fabric. There are conversations around whether or not Scottish missionaries brought the fabric to Africa a long time ago, but no one knows for sure.
Fatuma and I have been able to reinterpret the shúkà cloth in a very modern way. The particular company that weaves the fabric we use has been weaving this fabric since 1979. The shúkà is rich in customs, in traditions, and it speaks to the unique way of life of the tribe, which they’re trying to preserve. The shúkà is used for carrying, it’s used to drape the body, and it’s used for warmth and protection from the elements. The fabric is very durable, thick and colourful and, of course, it’s beautiful.
What are you currently most excited about/looking forward to with Collective Closets?
There's so much to be excited about right now with Collective Closets! First and foremost, we're thrilled about our ongoing collaboration with Market Lane Coffee. We've always loved Market Lane’s delicious coffees and brand values. Our relationship, which began when we were based at the Vic Market, has grown into something truly special, and being able to continue that partnership is incredibly meaningful to us. This collaboration allows us to tell a story from two perspectives, celebrating the beautiful things coming out of Kenya. It's amazing to be able to highlight these makers and producers from different angles, showcasing both fashion and coffee.
Beyond this, we're diving deep into strategic planning for our brand's future. There are some really exciting things in the pipeline, and our brand continues to push us in new and exciting directions. We're continuously striving to share our beautiful threads with the world, telling our stories and connecting with people through our garments. One of the biggest developments on the horizon is a potential major shift for our brand. We're exploring the possibility of having one of us permanently relocate to Nairobi, Kenya. This move would allow us to deepen our connections with local artisans and further immerse ourselves in the rich culture that inspires our work.
As we look to the future, we're also taking a moment to reflect on the past. We're saying goodbye to the beloved Africa Fashion exhibition here in Melbourne, which ends on Sunday 6 October. Being part of this exhibition, even in a small way, has been an incredible honour and a reminder of the rich tapestry of African fashion that we're proud to be a part of.
All of these developments – from our continued collaboration with Market Lane to our potential expansion into Kenya and our participation in cultural events – are driving our passion and excitement. We can't wait to see where this journey takes us next, and to continue sharing our vision of fashion that bridges cultures and tells meaningful stories.
Check out the Collective Closets & Market Lane Limited Edition Bag here.
