How Lewi Brown Is Building a New Community Through Fashion

Created in Partnership with Samsung

Fashion isn’t the first industry that most rugby stars choose post-retirement. For Lewi Brown, however, it was a chance to channel his creative streak into a self-run project.

Earls Collection is an elevated menswear label that creates nostalgic and sport-inspired looks. Now in its sixth year, the brand is going from strength to strength with new collections and its Paddington brick and mortar store. We caught up with founder Lewi Brown in Sydney to learn more about Earls Collection and why it’s helping him find the community he lost after leaving the NRL.

Credit: Declan May

Founded just days after retiring from the NRL in 2018, Earls Collection represents a strong family connection for the Māori creative director. Lewi grew up as the child of a single mother and used his creativity to get by. While it would be decades until he explored the fashion world seriously, Lewi always had a creative streak, crediting skaters as his ultimate sport and style inspiration.

“I had to get creative with what we had,” he says. “We didn’t have much money so I wasn’t wearing designer stuff. Half the time I was wearing my aunty’s skate shoes, my sister’s skate shoes, just to try and piece things together. As I grew up, I started to embrace the creativity of dressing.”

The name also ties to Lewi’s family legacy. Earls is the middle name of Lewi, as well as his father and grandfather, both of whom passed by suicide.

“This brand is built off mental health [awareness].”

Now, Lewi is channelling a whole new community using the creativity he didn’t know he had as a child. Through working with creative collaborators on shoots or via the face-to-face relationships built in the Paddington store, Earls Collection is helping foster a sense of community that can often be lost when leaving an institution such as the sporting world.

“When I played rugby league, community was huge. You had your community within the boys at training each day, then the wider community, then the fans.”

Credit: Declan May – Galaxy Z Flip7 is featured

As a business owner, the founder and creative director has to wear many hats, but Lewi loves the juggle and credits tools such as the Samsung Galaxy Z Flip7 to his creative drive and success. From booking meetings on the fly to campaign photoshoots and helping make styling and business decisions, the phone is supercharged by Google Gemini*, making it even easier to run his self-made brand.

“I always knew it would be a challenge. Some days I’m logistics, some days I’m designing, some days I’m in the warehouse packing orders. When you love something, and you’re so passionate you’d do anything for it,” he says.

In addition to his familial and community inspiration, Lewi often looks to vintage stores and clothes to help inspire Earls Collection’s aesthetic. During our catch-up, Lewi takes us to the consignment store SWOP Darlinghurst.

Credit: Declan May

“The most beautiful thing about vintage wear is that you can’t emulate that. The textures of the fabrics [get] better with age and time and patience. That’s the beauty about thrift shopping.”

While many celebrity ambassadors take on similar projects to chase fame and money, it’s clear that the sporting community spirit is at the heart of Earls Collection.

“I’m not just here for money or fame or to have a profile. I’m really passionate about clothing.”

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*Gemini is a trademark of Google LLC. Gemini Live feature requires internet connection and Google Account login. Available on select devices and select countries, languages, and to users 18+. Fees may apply to certain AI features at the end of 2025. Editing with Generative Edit results in a resized photo up to 12MP. Accuracy of results is not guaranteed. Flex Mode supported at angles between 75°and 115°. Some apps may not be supported in Flex Mode. Gemini is a trademark of Google LLC. Requires internet connection and Google Account login. Works on compatible apps. Features may differ depending on subscription. Set up may be required for certain functions or apps. Accuracy of results is not guaranteed.

Lead image: Declan May