Our Story.

Where’s Eugene? was built from the idea that you don’t have to fit into one version of yourself.

I’m an electrician by trade — a sparky — working long, hands-on days in a structured, male-dominated industry. That experience has shaped me in more ways than I expected. It taught me discipline, resilience, and independence, but more importantly, it showed me that I was never meant to fit into just one box. I could be both — practical and creative, grounded and expressive. That realisation became the foundation of this brand.

Fashion has always been my outlet. It’s how I express who I am beyond the uniform, beyond expectations. Where’s Eugene? exists to create space for that — for individuality, for not conforming, and for embracing every part of who you are.

The name comes from something close to home. “Eugene” comes from my best friend. My dog, Wally. The name Eugene itself was given to him by my family as a nickname. It became something we would all say without thinking — “Where’s Eugene?” — a simple, familiar phrase that holds a lot of meaning. When it came time to name the brand, it felt right. Personal, a little unexpected, and full of character.

Eugene, or “Wally,” represents everything the brand stands for. He’s completely himself — unique, expressive, and impossible to put into a category. That same energy sits at the core of Where’s Eugene?

This brand has been built from the ground up — not from traditional pathways, but from instinct, passion, and a refusal to be defined by one identity.

Where’s Eugene? is for those who don’t feel like they fit into one box — and don’t want to.

-Ella x

Our Ethos.

Where’s Eugene? is built on the belief that clothing should feel personal — an extension of who you are, not a reflection of trends. We create pieces that encourage individuality, confidence, and self-expression, designed to be worn in your own way.


As a small Australian business, we take a considered approach to everything we do. Ethics and sustainability are not an afterthought — they are our responsibility. From the way we design, to how our garments are made, we prioritise quality, longevity, and mindful production. We believe in creating fewer, better pieces that are made to last, reducing unnecessary waste and overconsumption.


We are committed to working with manufacturers and processes that align with our values, ensuring our pieces are made with care, respect, and intention. Every decision is made with the future in mind — for our customers, our community, and the environment.


Where’s Eugene? exists to offer something different. Not to conform, but to create space for individuality — through thoughtful design, responsible practices, and a commitment to doing things with purpose.