“Authentic Allyship Involves Real Commitment To Truth-Telling”: Why Jan 26 Is No Day To Celebrate

Let’s be clear: January 26 isn’t a day of celebration, a cheeky public holiday or an excuse to fire up the BBQ. It’s not about ‘Aussie Pride’ or patriotism, it’s a day of mourning, deep trauma and the ongoing impacts of colonisation on Aboriginal and Torres Strait Islander peoples.

Following the heartbreaking 2023 referendum result, in which the proposed Aboriginal and Torres Strait Islander Voice was rejected, social enterprise Clothing The Gaps has doubled down on its call to change the date, with its Not A Date To Celebrate campaign reaching 81,000 signatures and counting. 

You Might Also Like: 

• 13 Indigenous-Owned Businesses You Need To Shop Right Now
• 11 Powerful Films Made By First Nations Directors To Watch Ahead Of NAIDOC Week
• 11 First Nations Movies And Shows You Need To Stream On Netflix In 2026

Image Credit: Clothing The Gaps

“We really wanted to build on the groundswell of the six million people that voted yes,” explains Clothing The Gaps CEO/co-founder and Gunditjmara woman, Laura Thompson. “We thought that if they supported a First Nation's voice, then perhaps they could listen to us on this issue too.”

To help spark wider awareness, Clothing The Gaps has teamed up with Lush, launching a limited-edition Always Will Be soap. Made with natural ingredients ethically sourced from First Nations suppliers—including Dutjahn sandalwood oil and the Tasmanian Follow the Flowers Alliance—the soap is available in-store nationwide, with 75% of sales donated directly to Clothing The Gaps to support education and advocacy for Aboriginal and Torres Strait Islander communities.

How Brands Can Meaningfully Show Up When It Comes To Activism

Beyond the soap, Lush’s shopfloors have become a space for meaningful connections, inviting customers to show their support by signing the Clothing The Gaps petition in-store.

Jessielee Pearce, Lush Australia’s Advocacy and Activism Executive, believes brands have a responsibility to use their platforms to amplify voices on the ground, not speak over them.

“Authentic allyship involves a real commitment to education and truth-telling, using your business as a vehicle to spark hard but necessary conversations,” Jessielee says.

Image Credit: Supplied | Clothing The Gaps x Lush

She adds that choosing a soap as the campaign’s hero product was intentional, designed to extend those moments beyond the shop floor and into everyday life.

“The main goal is to keep the conversation going. It’s a tangible product at an affordable price,” Pearce explains. “Maybe a friend goes into your bathroom, washes their hands and says, ‘What’s that soap?’ And suddenly, you’re having that conversation at home, not just in-store.”

Laura says the collaboration felt like a natural fit, with allyship sitting at the core of Lush’s values—but she’s clear that it doesn’t let other brands off the hook.

“I do believe that, at some point, the date will change and more brands will want to join in,” says Laura. “And of course we’ll welcome them. But we’ll remember the ones who led the way when it was uncomfortable.” 

It All Starts With Understanding And Having Tough Conversations

With January 26 fast approaching, Laura is urging people to dig deeper into the history of the date and to start those conversations with friends, family and followers who may not fully understand what it represents.

“A lot of people who celebrate Australia Day aren’t actually sure why January 26 was chosen,” she explains. “They don’t realise it marks the day the British arrived, planted the flag at Sydney Cove and declared that this First Nations country belonged to them. When you understand that, you realise we’re celebrating the beginning of colonisation and invasion and we’re the only country in the world that does that.”

“You don’t have to be an expert,” Laura adds. “We’ve created resources people can re-share, so Aboriginal and Torres Strait Islander peoples aren’t constantly being asked to educate.”

Image Credit: Johan Mouchet | Unsplash

Why We Should Change The Date From January 26

So, if not January 26, then when? Clothing The Gaps is proposing an Australian Long Weekend between January 18 and 24, a move designed to separate a day of mourning from a day of celebration.

“It guarantees a long weekend, and it creates respectful distance from January 26,” explains Laura. “Instead of celebrating 238 years of colonisation, it would acknowledge 65,000 years of history that includes First Nations people as well.”

As for the future, both Jessielee and Laura point to the same source of optimism: a new generation that’s better informed and increasingly willing to stand alongside First Nations people.

“What gives me hope is our rangatahi and our youth,” says Jessielee. “They’re not afraid to speak their mind.”

Laura adds that seeing people take action—from purchasing the Lush soap and signing the petition to wearing Clothing The Gaps or other First Nations brands—speaks volumes.

“It’s not easy wearing your values and choosing to have these conversations, but what it does is share the responsibility. For a long time, that burden sat on First Nations shoulders. When others step up and signal their support, that’s allyship in action.”

Want to keep using your voice for change? Make sure you head to your city's Invasion Day rallies come January 26.

Main Image Credit: Supplied | Clothing The Gaps x Lush