publishing updates and engaging with customers and stakeholders on the realities of sustainable fashion. Marnie is candid about the importance of avoiding greenwashing: “We don’t claim to be perfect. What we do claim is that we’re honest about the journey. Transparency builds trust, and trust builds a better industry.” This openness also inspires other small and midsized businesses to pursue higher standards. By demonstrating that sustainability can coexist with commercial success, ELK hopes to drive broader change across the sector. PROFIT SHARING AND COLLECTIVE SUCCESS ELK’s profit-sharing scheme is another way the company reinforces its values. Each permanent team member shares in the business’s financial success, aligning personal achievement with company performance. It’s a model that fosters accountability, motivation, and pride. “We believe everyone should feel invested in the company’s success,” Marnie explains. “When the business does well, it’s because of our people—and they deserve to share in that.” LOOKING FORWARD As ELK enters its third decade, the company is positioning itself for thoughtful expansion. Plans include growing its global retail footprint, continuing to innovate in sustainable materials and processes, and leveraging technology to create efficiencies without losing its creative edge. Through it all, ELK remains grounded in the values that have guided it from the start: creativity, integrity, responsibility, and care for people and planet. For Marnie and Adam, the journey is about more than building a successful fashion brand—it’s about building a legacy.“We want ELK to be remembered not just for what we made, but for how we made it,” Marnie reflects. With its strong foundation, innovative spirit, and unwavering commitment to sustainability, ELK 69 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 09 ELK
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