Athleisure inspired by modern, rural women
Fifth generation woolgrower Bridgitte Brooks from the Mid West of Western Australia has launched Homestead Road, a new athleisure brand inspired by the lifestyle of rural women. The brand’s garments have timeless elegance and embody the rich heritage of Australian Merino wool.
Having grown up on her parents’ wool-growing property at Bringo near Geraldton, Bridgitte now farms at Yuna with her husband Jeremy. Bridgitte is also involved operationally with her family farm and the business is currently undergoing succession planning. Homestead Road reflects Bridgitte’s determination to support the Australian Merino wool industry while at the same time celebrating rural women.
“Homestead Road has been several years in the making. Initially, while having my four children, I had envisaged creating a baby blanket using my family’s wool. But while doing research, I examined the athleisure wear market which I noticed comprises garments that are either too technical or too plain. Seeing a gap in the market, I decided to create something that was more stylish and multifunctional,” Bridgitte said.
“I signed up to do a ‘How to start your own fashion business’ course and, keen to feature Merino wool in my designs, I completed all the online courses that I could from Woolmark. I then began working on my apparel designs, sourcing, manufacturing and establishing the business.”
Bridgitte launched a wool felt cap in September last year, but the Homestead Road main apparel collection – comprising athleisure singlets, T-shirts and a jumper – was launched in March this year.
“The garments are designed to be effortless, functional and useful – but most of all be feel-good clothing. They are garments that can be taken from day to night, task to task – as is the life of a busy, multi-tasking rural woman. It’s timeless apparel that speaks to the sensibility and sophistication of women on the land,” she said.
An ode to the wool industry
Bridgitte with her father Frank Clune at the wool-growing property in the Mid West of Western Australia where she grew up.
Every piece from Homestead Road is crafted from Australian Merino wool, ensuring not just quality but also reflecting the brand’s deep connection to the fibre and the land.
“Wool is an exceptional fibre with its hand feel and versatile qualities. It is nature positive and, most of all, it’s what my family has done for generations and I wanted to continue this legacy in a form where I could connect, educate and celebrate with consumers in our modern world,” Bridgitte said.
“I wanted to make sure that the fabrics I source and designs I create truly do this wonderful fibre justice and all the people along the supply chain that make it happen.
“I have poured my heart into this brand, ensuring that every stitch, every fit, and every fibre aligns with my vision for people to fall in love with the beauty and quality that is Australian Merino wool – to feel connected to its heritage, sophistication, functionality and timelessness.
“The brand is an ode to the wool industry which has given my family for generations so much more than just a farming business – it’s given joyful childhoods, a grounding in nature, the best people you will ever meet and a strong development in resilience.”
Homestead Road may be a small business in its infancy and based in rural Australia, but Bridgitte says she hopes the hard work she has put into the brand will ensure that it grows and prospers, along with the future of Australian wool.
TOP IMAGE: Bridgitte Brooks (centre) with fellow rural women wearing Merino wool tops from her Homestead Road athleisure brand. “When creating Homestead Road, it was really important to me to create a brand that truly reflected rural women and be a brand that rural women could relate to,” Bridgitte said.
More information: www.homesteadroad.com.au
This article appeared in the Winter 2025 edition of AWI’s Beyond the Bale magazine that was published in June 2025. Reproduction of the article is encouraged.
