About Us

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Our Story

Seeing Double was founded in 2021 by Hallie Newman, who began sewing and upcycling second-hand clothing during the COVID lockdowns. What started as a personal creative outlet quickly gained attention for its originality and purpose, evolving into a brand focused on creating sustainable, reversible, and reworked fashion that can be loved and worn for years to come.

After the success of Seeing Double’s first hoodie drop in 2022, the project grew into a full-time venture. Hallie’s twin sister, Maddi, joined the business shortly after, bringing her eye for style and creative direction to the brand. Together, the twins, have built a label that blends conscious fashion with modern, trend-driven design.

Every piece is designed with longevity and versatility in mind. Using upcycled or sustainably sourced fabrics, Seeing Double creates garments that are made to last—often reversible, offering multiple ways to wear a single piece (hence the name, Seeing Double). The brand is committed to slowing down the fast fashion cycle by championing circular fashion and celebrating individuality through low-waste, reimagined clothing.

From humble beginnings sewing in their mum’s spare room to launching collections that sell out in minutes, Seeing Double is redefining what it means to dress with intention.

Our Co-Founders

As beloved Australian internet personalities, Hallie and Maddi bring their personal style, creativity, and community to everything they do at Seeing Double.

Quality and Sustainability

Sustainability is at the core of Seeing Double. All our garments are made from sustainable or reworked fabrics, contributing to circular fashion while staying effortlessly on-trend.

BEHIND SEEING DOUBLE

Why "Seeing Double"?

The name Seeing Double holds more than one meaning. As identical twins, Hallie and Maddi wanted the brand to reflect their shared identity—two creative minds working as one. The name speaks to their bond, their style, and the duality that runs through everything they create.

But there’s a deeper layer, too. Seeing Double is about perspective, seeing something new in something old. It captures the essence of their “thrift flip” philosophy: reworking pre-loved pieces into something fresh, original, and full of life. It’s a mindset that extends beyond fashion, reflecting on embracing change, looking at things differently, and finding beauty where others might not.

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Free returns

Returns within 30 days receive a full refund.

Worldwide shipping

Ship anywhere, rates available at checkout.

24/7 support

Call us anytime at 1(800) 555-1234.