Unravelled Stories. Meet: Youth social enterprise Naughty Broady

The young people of Broadmeadows in Melbourne’s north know they come up against unflattering stereotypes, and one group of eight locals decided to do something about it. Naughty Broady is a youth-driven social enterprise creating apparel, accessories and lifestyle products with a focus on handmade techniques. 

Aged between 12 and 28, Naughty Broady members all play a collaborative and varied role in the label; some enjoy knitting and modelling, while others prefer oil-making and customer service. Some of these skills are passed down from family members and others are learnt together. Read on to hear more about Naughty Broady’s driving force and their behind-the-scenes processes.

Interview by Maggie Zhou.

TSS: Tell us the story behind Naughty Broady.

Naughty Broady, situated within Banksia Gardens Community Services in Broady (Broadmeadows), is a social enterprise that emerged from two of our young creatives brainstorming brand ideas on a whiteboard, wanting to create a brand reflecting their personal style. With funding, it expanded into a youth life-skills program, encouraging entrepreneurial skills and youth engagement. 

As a social enterprise, it blends business with social impact, empowering young people with creative and practical knowledge. Beyond our brand, Naughty Broady actively encourages youth engagement and creativity through our hands-on making sessions.

TSS: Who makes up the Naughty Broady team?

The Naughty Broady team consists of eight young people aged between 12 and 28, all residing in the local public housing estate. Each member plays a unique role in bringing Naughty Broady to life: some lead the crochet and knitting, others the graphic design and eco-printing, while some handle administrative tasks, media management and even modelling.

TSS: What sort of products do you make?

At Naughty Broady, we take pride in crafting a wide range of products, with a special emphasis on handmade creations utilising various craft and dyeing techniques. These skills are either passed down from family members or taught by our Naughty Broady staff, with a particular focus on techniques such as crochet, knitting, weaving and eco-printing. Our dedication to handmade products not only imparts valuable skills but also fosters an enjoyable and engaging process for our young creatives.

TSS: Can you tell us more about how you make your eco-print silk scarves?

Our eco-print silk scarves are a labour of care and community, connecting Naughty Broady to other programs at Banksia Gardens. We start by collecting onion skins from our food pantry program and coffee grounds from our social enterprise cafe, Common Bean Cafe. Then, we gather eucalyptus leaves and sticks from the local area, particularly around the housing estate. 

These materials are bundled around copper piping and sticks before being immersed in the boiling vats of onion skins and other natural dyes. After a few days of sitting, the scarves emerge, infused with the natural pigments and patterns from the plants. It's a process that allows each silk scarf to be unique – no two are ever the same.

TSS: How has living in Melbourne’s north served as inspiration for your work?

Living in Melbourne's north, particularly in Broady, has deeply influenced our work at Naughty Broady, and the name itself! Naughty Broady challenges stereotypes about Broady, showcasing the strong community through the involvement of our youth. This creativity not only celebrates the area's strengths but also encourages our young people to redefine perceptions and showcase their creative talents.

TSS: What's been your favourite part of Naughty Broady you've worked on?

With the eight members of Naughty Broady, each has a different favourite aspect of the brand they have worked on. Some enjoy the process of knitting or crochet, while others enjoy oil-making or modelling. 

However, an overall favourite among the group has been the markets. It's there that we have the opportunity to engage with new people, sharing the stories behind our creations and witnessing the joy as our products find new homes. The markets not only provide a platform for sales but also allow us to create meaningful connections within and outside of Hume.

TSS: Can you share any upcoming projects or plans for the future?

Our focus for the future revolves around nurturing the creative interests of our young members, with a specific focus on textile handicrafts. During our Friday making sessions, we are exploring new techniques and materials to shape future products. These products will be strongly aligned with the values of Banksia Gardens, emphasising a shift towards a more sustainable and circular approach. 

To realise this vision, we intend to strengthen our collaborations with fellow social enterprises within Banksia Gardens while also forging new partnerships with external organisations. Through these collaborations, we are committed to creating impactful projects that empower our youth and foster sustainability and community engagement.