About Us

about us

Dressing girls for decades, Indigo has always reflected the fashion of the time but from a sideways direction.

The Chapel Street, Melbourne store opened in 1973 selling panelled denim flares and jackets. Hence the name. Throughout the 70s many treasure-hunting trips were made to Afghanistan. Tribal wedding dresses embellished with coins and bones sat alongside the jeans on the shop shelves. By the end of the 70s with the hippy feeling fading, a more European look evolved. Stripey knits and baby doll dresses became synonymous with Indigo in the 80s and 90s.

Considerably bigger these days, with two retail stores and stocked in many boutiques around the nation, Indigo continues to dance to its own song. A desire to use natural fibres and a love of colour under-pin our aesthetic.

Our designer, Catherine Murphy, is inspired by very uncatwalk scenarios – integral to our differentness. Her mother's sewing pattern collection rates as highly as trashy magazines. She describes Indigo as a little bit fashion, a little bit sweet, a little bit sexy – just like the girls who wear it.