behind the label

Our Story

Australian designed womenswear across thoughtful and timeless collections inspired by travel.


búl is pronounced 'buhl' similar to the hull (huhl) of a boat. 

Since 2010

búl Beginnings

Founded by designer Virginia Martin, búl is an identifiable Australian label where thoughtful design embraces quality tailored womenswear in a timeless effortlessness. Through Virginia’s extensive design and production knowledge, alongside international experience working for Proenza Schouler, Cynthia Rowley, Heatherette and Trovata, búl has created a unique and innovative signature style within the industry.

Australian Design

Situated within the heart of Fitzroy, Melbourne, our studio houses a tight-knit all-female team who share an aligned vision of thoughtful Australian design. The studio works closely with carefully selected local and offshore manufacturers with the aim to produce all items as responsibly as possible. Our items are made in China, Indonesia and select items in Australia. Building strong partnerships with our highly respected makers ensures ethical relationships are upheld and nurtured in safe, healthy and positive environments.


The Collections

Hiking deep within Australian highlands to exploring pine-laden trails in France and wild surf breaks on New Zealand’s west coast - Worldly travel and exploration is pivotal to the label. Native flora, local architecture and the natural surroundings culminate across tonal palettes, thoughtful fabrications, textural silhouettes and an intrigue to wander the corners of the world within each seasonal story.

Honest Focus

We are passionate about crafting quality garments with awareness at every step. Our production lines are intentionally small with a focus on natural fabrications and seasonless Australian design for a greater sustainable future. Our limited collections support conscious buying practices encouraging the wearer to focus on investment pieces made to last beyond the season in turn reducing the impact of a fast-fashion lifestyle. Natural fabrications and biodegradable fibres override man-made fibres, dead stock (already-made textiles) avoid the manufacture of new textiles and limited quantity runs pave the way to conscious ordering practices. 

Your Journey

Each individual is an honest extension of the label reflecting their own personal style combined with the timelessness of búl. Strong values are upheld within quality tailoring, comfortability, fabric insight and innovative Australian design alongside a desire for travel, architecture and the natural surroundings. Each treasured item is thoughtfully selected with versatility and longevity top of mind allowing the investment pieces to age gracefully with you to last season upon season.


We believe each item should aim to be innovative, consistent, environmentally conscious, long-lasting and an unobtrusive, honest beauty. At the heart of búl are the places, spaces and creative ideas that motivate our design intentions; worldly exploration paves the way to seasonal stories, transformative colours partner bold textiles and unique prints, natural fibres pair with high-quality craftsmanship and thoughtful Australian design remains at the forefront.