Where the Bush Meets the Beach: How Lorne Shapes our business.

At Deed Industries, our philosophy has always been guided by a simple truth. When you live close to nature, you learn to live with care, attention, and deep respect. Our home in Lorne on the Great Ocean Road embodies this truth every day, gently reminding us why sustainability is more than a business choice. It is a way of life.

Lorne sits on the lands of the Eastern Maar People and is a coastal haven where the bush meets the beach in the most extraordinary way. This place has been attracting travellers for well over a century. With fresh sea air, a relaxed Mediterranean atmosphere, pristine white sand and a thriving arts community, it is easy to understand why so many fall in love with the village from the moment they arrive.

Yet it is what surrounds Lorne that makes it truly remarkable. The Great Otway National Park is only moments away and presents a world of misty waterfalls, giant tree ferns and ancient forest. You can stand among colossal eucalyptus trees or wander through emerald green gullies that feel untouched by time. You can walk beside rivers and creeks that carve through the landscape or follow shaded trails that lead to dramatic lookouts and hidden cascades.

There are more than ten waterfall walks within minutes of Lorne. Erskine Falls is perhaps the most iconic, flowing year round and dropping into a moss covered gully. After descending over 270 steps you reach a base lookout where the sound of falling water fills the air and the forest seems to embrace you. Cora Lynn Cascade, the Lemonade Creek Walk and the Sheoak trails are equally captivating, each offering a different perspective on the quiet beauty of the Otways.

Picnic areas such as Blanket Leaf or Sheoak provide peaceful spaces where tall eucalyptus trees offer natural shade and the fresh scent of the forest lingers in the air. From these spots you can set out to discover Kalimna, Henderson, Phantom and Won Wondah Falls. Some walks follow the old timber tramways and wind through gullies lined with ferns and broad leafed foliage. Others take you deep into the forest for a full day of immersion in the landscape.

Everywhere you turn, you encounter balance, beauty and a quiet sense of harmony. Yet no matter where you stand, the presence of nature frames everything. The curve of the shoreline, the movement of the waves, the sweep of the hills and the endless green backdrop all play a part in shaping daily life.

For us, living in a place like this is not simply inspirational. It is foundational. The environment reminds us of our responsibility to protect what we are fortunate enough to experience every day. The clarity of the sea air, the softness of the sand, the strength of the forest and the resilience of the local ecosystems all inform the decisions we make as a business.

When we commit to ethical craftsmanship, vegan materials, transparent supply chains and measurable environmental action, it is because this landscape demonstrates the value of living gently. When we choose to plant trees, remove plastic, invest in regeneration and reduce waste, it is because places like Lorne show us exactly what is at stake. When we speak about matching ethics to aesthetics, it is because nature teaches us that true beauty must never harm the world that created it.

Our home has shaped our values and strengthened our purpose. Lorne is more than a backdrop. It is a constant reminder that conscious luxury is not only possible but essential. It encourages us to design products that honour the natural world and to imagine a future where business and environmental care move together as one.

In the end, the place we live inspires us to do better and to be better. Lorne has a way of grounding you. It compels you to slow down, breathe deeply and appreciate the richness of the land and sea. It teaches you to create with intention. Most importantly, it invites you to protect what matters.

This is why Deed Industries exists. And this is why our commitment to sustainability will always remain at the heart of everything we do.