Founded in 2010 by designer Virginia Martin, búl is an identifiable Australian label where thoughtful design embraces quality tailored womenswear in a timeless effortlessness. Through Virginia’s extensive design and production knowledge, alongside international experience working for Proenza Schouler, Cynthia Rowley, Heatherette And Trovata, búl has carved an innovative signature style within the industry and continues to reflect Virginia’s vision of a modern interpretation of the travelled experience through contemporary womenswear.

Nestled in the vibrant Fitzroy neighbourhood of Melbourne, our studio is home to a close-knit team of skilled individuals who collectively embrace a shared vision of mindful Australian design. Collaborating closely with thoughtfully chosen manufacturers in China and Indonesia, our aim is to produce all items as responsibly as possible. Building strong partnerships with our highly respected makers ensures ethical relationships are upheld and nurtured in safe, healthy and positive environments.

Worldly travel and exploration is pivotal to the label. Native flora, local architecture, and natural landscapes converge through harmonious palettes, thoughtful fabrications and textural silhouettes, all encapsulating the curiosity to wander the world's corners within each seasonal narrative.

Our production lines are intentionally small with a focus on natural fabrications and seasonless Australian design. Limited collections support conscious buying practices encouraging the investment of pieces made to last beyond the season. Natural fabrications and biodegradable fibres override man-made fibres, dead stock (already-made textiles) avoid the manufacture of new textiles and limited quantity runs pave the way to considered ordering practices. 

We believe each item should aim to be innovative, consistent, environmentally conscious, long-lasting and an unobtrusive, honest beauty. At the heart of búl are the places, spaces and creative ideas that motivate our design intentions; worldly exploration paves the way to seasonal stories, transformative colours partner bold textiles and unique prints, natural fibres pair with high-quality craftsmanship and thoughtful Australian design remains at the forefront.