Hayley Bowen – SHE STREET
Life Instyle chats with Hayley Bowen, Owner of SHE STREET to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
SHE STREET began when I returned from London and became a mum to my first set of twins. As a size 14, I struggled to find clothes that were cool, comfortable and confidence-boosting — so I created them myself. What started in a garage in Cronulla is now a beloved Aussie brand based on the Gold Coast, built around relaxed, wearable styles for everyday women.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Life Instyle feels aligned with our vibe — curated, creative and full of brands with heart and soul. It’s the perfect place to introduce SS to retailers who appreciate authenticity and a unique style.
What gap in the market—or personal passion—sparked the creation of your brand?
I wanted easy, flattering clothing for real women — pieces that don’t rely on trends or “rules” about what you should wear. Confidence and comfort were missing, so I made them the foundation of SHE STREET.
What do you believe sets your brand apart in today’s competitive retail space?
Our vibe: fun, relaxed and unapologetically you. We design clothes that make women feel like the best version of themselves, without overthinking it.
Could you share your personal favourite product, and why it holds significance?
Our London Luxe Dress. This is a style we’ve done for years now. It’s bold, oversized and a statement making crowd favourite.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Balancing newborn twins with a garage-based start-up. I got through it by staying scrappy, persistent and willing to learn on the go.
What feedback do your customers frequently give, and what do they appreciate most?
This is our favourite part! Women tell they’re rocked our pieces through body and life changes and they’ve managed to remain feeling confident, comfortable and themselves. Many say they finally enjoy getting dressed again, which is the biggest compliment!
How did you first get involved with Life Instyle, and how do events like this help?
This is our first year exhibiting. Life Instyle gives us the chance to share our story face-to-face and connect with retailers who truly resonate with our vibe.
Can you highlight some proud achievements or milestones?
Growing from a garage to a warehouse, expanding our team, and building an incredibly loyal community who love our relaxed, fun approach to fashion. We still pinch ourselves that this is what we get to do for a job.
Is there a piece of business advice that shaped your journey?
Progress over perfection. If I waited for perfect, none of this would exist
Any brands you admire or draw inspiration from?
Any brand that leads with authenticity, community and a strong sense of self. I love seeing brands pop up that really have their own distinct flavour.
How do you stay in tune with what your customers want as trends evolve?
By listening. Through social media, feedback, and observing how real women dress day-to-day. Comfort and confidence guide everything.
Core values that steer your brand?
Authenticity, inclusivity, confidence, individuality and ease.
What’s next for your brand-and what dreams are you chasing?
Growing our wholesale presence and exploring collaborations. We’re so excited to start partnering with retailers that have beautiful boutiques and are keen to be a part of our little colourful world.
