Elyse Daniels

In 2009, Elyse took a niche idea for fully customisable jackets, inside and out and turned it into a multi-million dollar business. Exodus Wear now produces a range of custom apparel sold Australia wide to schools, sporting and community groups with plans for international expansion in the near future. Their jackets have been worn by Justin Bieber, Justice Crew, Kylie Sandilands, Stan Walker, Israel Cruz plus many more celebrities.

Entrepreneurship was always in her blood with Elyse’s family starting a promotional products business when she was just 12 years old. The school holidays saw her working for her parents and after completing a Bachelor of Business Marketing degree at the University of Western Sydney she joined the family business full-time.

Elyse was instinctively drawn to custom apparel and would always guide her customers to create a unique uniform for their organisation instead of choosing a standard off the shelf option. She saw an opportunity to sell jackets that were designed by the customer and customised inside and out focusing on the leavers wear market and community groups. In August 2009 she took her first order of custom jackets for a high school and with that Exodus Wear was born.

From there it was a quick transition to full time entrepreneur but a long journey with many ups and downs to reach the point of running a multi million dollar company servicing Australia wide. With highlights such as having Justin Bieber wear one of her jackets to learning first hand the pitfalls of sourcing direct from China every day the business teaches her something new.