Serving fashion and beauty with purpose since 1948, Sportsgirl is proudly Melbourne-born representing an entire generation.

We aim to create an environment for you to try new things and explore exactly who you want to be. That’s the freedom generations have loved about Sportsgirl. Being part of a judgement-free community with a colouring box of clothing, accessories and beauty to play and experiment with, together. We give you the space, you bring the creativity and your own unique style.

We’re committed to listening, learning, growing and evolving to ensure that you feel heard and represented throughout our brand. Because through positivity, hope, and kindness, we believe Generation Sportsgirl has the power to change the world and shape a better future. And we’re here to champion the vibrant community we call Generation Sportsgirl, every step of the way.