Secret Squirrel Is Now Secret South


The beloved Australian clothing brand Secret Squirrel is now Secret South. Having revamped my brand numerous times in the past year I can definitely sympathize with the need for a new beginning.

Their new identity is clean, classy; elements that were already present within their design. Their aesthetic is just more cohesive, now. It’s a beautiful thing.

Above are my favorites from Secret South’s Spring/Summer 2012 collection. Seasons are a little different South of the equator so their Spring/Summer collections would be for our Fall/Winter.

To see the entire collection click here

About Penny + Sonja

Penny and Sonja is a lifestyle brand founded by Wardrobe Stylist, Ana Davidson. We specialize in handmade objects for the home and human. At Penny and Sonja, we believe good design happens when we respect the environment as much as we respect ourselves. Our goal is to create products that are as beautiful and practical as they are ethical and long-lasting.


  1. Thanks for the post!

    So pleased you like the direction we’ve taken with the name change, it has been quite a nerve wracking few months! x x

  2. Haha, I feel your pain. I’m going through something similar. All the anxiety was totally worth it, though on your end. I think Secret South is perfect.

    Thanks for visiting us!!

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