With international fashion brands making competition on the Australian high street even more intense, a new generation of home-grown brands are building fiercely loyal style tribes both online and off. But can these emerging fashion cults fend off global competition?

The surfers on Byron Bay used to dress head to toe in Billabong; those baggy board shorts and iconic backpacks were the epitome of cool. Since its glory days, the brand had fallen out of favour. But 2015 saw its first profit in years. What changed? And how can Billabong keep its head above water?

From the Wonderbra of the '90s to today’s T-shirt bras, what we find sexy shifts with social changes. So what are women wearing under their clothes in 2015? Has the focus shifted from breasts to bums? Has Fifty Shades of Grey unleashed consumer kinkiness? What do women want from their bras and pants?

The Havaianas brand of flip-flops was born in 1962 as a basic shoe for Brazilian plantation workers. Today it’s sold in over 100 countries, with its parent company earning $1.1 billion in 2014. But with an annual sales drought after every summer, how’s the brand combating its seasonality?