Eating your vegetables is so last year. Now you can WEAR your veg!

Farmers and high-end fashion aren’t generally two things you’d see in the same sentence … until now.

Kalfresh has entered the fashion world, in a bold clothing collaboration, which puts vegetables on dresses, shirts, hats and ears!

Kalfresh Vegetables has partnered with Brisbane design duo, Jericho Road Clothing, to present Carrot Couture, ahead of Scenic Rim Eat Local Week.

Forget Fashions on the Field, this Queensland partnership is all about Fashions IN the Field.

The vegetable-inspired fashion collection will be paraded down the CARROTwalk, in a Kalbar carrot paddock, where farming men and women will swap work clothes for Jericho Road’s latest colourful collection, The Vegetable Edit.


The ‘seed’ was planted when veggie fanatic (and farmer’s wife) Gen Windley, asked Jericho Road designers and sisters Chloe Rowe and Kate Russell if they would consider producing a vegetable-inspired print.

The fashionable fruit flourished and is now ready for harvest.

“This is fashion for those moments when eating your vegetables just isn’t enough,” explains collaborator Gen Windley.

“It’s well accepted that we are all rather crazy for carrots (and vegetables) and each year we look for a way to incorporate them into a new aspect of people’s lives.

“Previously we’ve collaborated on a Carrot Craft Beer, a Carrot Vodka, Carrot Bread, Carrot Sausages, and now a fashion collection which celebrates the beauty of vegetables.”

The Vegetable Edit was imagined by sisters Kate and Chloe who were raised on a farm on Jericho Road near Blackall Queensland and were excited to work on a vegetable-inspired fashion range with a farming business.

“We started following Gen on Instagram and saw her photos of the veggie crops. We started chatting on Insta and here we are!, “ the sisters explain.

“The opportunity to promote eating local produce is totally aligned with our ethos, having grown up on a cattle property. Supporting Aussie farmers is hugely important for us.

“We just love what the whole Eat Local Week event is about, helping people know where their vegetables come from, particularly kids, so they know they don’t just come from the shops!”

The Carrot Couture range will be unveiled at an exclusive event on Saturday June 15, ahead of Scenic Rim Eat Local Week, which plates up from June 29.

Gen says aside from the social element of the event she hopes the fashion collaboration will help Australian shoppers understand a little more about the people who grow their food and where they do this.

“At Kalfresh we like to think outside the square when it comes to connecting with the people who buy, cook and eat our vegetables,” she explains.

“We try to do this in unique, fun and unexpected ways, such as beer, bread and now fashion.”

Scenic Rim chef, Kate Raymont, will showcase the local produce at the launch event in her gourmet nibbles, with a healthy dose of veggies.The Jericho Road Vegetable Collection will be available to purchase at the launch, and at Kalfresh’s annual Carrot Day on Saturday June 29, and from the Winter Harvest Festival on Saturday July 7.