Solmu said:
To be fair Nick didn't say beatniks, or talk about the op-shop crowd.
I suspect you might actually both be talking about much the same thing, just using different terminology/descriptions. If you consider Bohemia to have changed with the times (rather than evoking images of 50s Paris, etc.) I don't think the description is particularly unfair (though by no means all encompassing).
It sounds like you've got some interesting experience Zac. How'd you get started in the industry?
Yuh, I did mean the same crowd the op-shop bohemian/beatnik crowd are one of the same here really. Way too much corderoy.
All i really was trying to say though, is that crowd doesn't really represent Melbourne fashion, as the fashion here is really tied in with Europe. We tend to follow them in a more conservative fashion though, about 1 season behind. Of course we have our flow and feel to it, but the brunswick st/smith st fashion scene is simply 1 tiny section of Melbourne, which unfortunately would not be enough to sustain a business. The young urban professional, or the wealthy teenage/parents of them are really a way to make a lot more profit.
Also, considering i have brought people here from NYC, and even they can't get over the sheer amount of clothing stores here, but alas most seem to stock the same stuff.
There is no point in trying to compete for the 'average' dollar, it is all covered, you really have to target specifics and then try and be the best at it.
I got started here quite a while ago through other brands, my parents worked (still do) in the 'shmutter' business, and through sheer luck and just getting to know a lot of the Melbourne icons, I had work with them from the age of 15. It was carrying boxes in a wharehouse, and doing retail sales, but it was work.
When I started my design degree they would call me in to design labels, prints and illustrate their cuts and it kinda grew from there, I ended up working at a few different labels. This year I decided to start my own.
It wasn't really too painful for me, as half the people I know own the stores, the others I simply walk in, ask who their buyer is, then say you know this store stocks it, as does this, do you want to be part of it. It usually works.
The entire strategy was to target really specific stores and client types, because I knew these people hate it when someone else has something that they don't! Also people tend to base if something is cool via where they got it from. I know if I got something from Cyberia or Lovers Lane I would think its way cooler than something from Myers.
I keep my designs really exclusive, maybe at most I will do 40 of each. I don't really follow rules or fashion so much, I just do mish-mash designs of stuff i like. It may be a monster, bad doodles based on movies i loved, weird shapes, even sometimes just a tree and stupid text. I also don't really stress about crispness or text, how vibrant it looks, or if my material is getting a little ragged and flakey. In fact sometimes i purposely overwash my runs of fabric, have them purposely screw up the dying process slightly. Geez one time I got so bored I cut out some cardboard by hand and used/eventually broke a can of air and $10 airbrush kit and just sprayed designs all over the t-shirts. Also ruined a great pair of bapesta sneakers in the process, ohh well. heh heh. People seem to really love the feel of something that looks well loved, retro, cool, childhood, exclusive and a little different.
At the moment I just do orders of at least 10, then go and get them printed at a local screen printer. Before that I used to use a $200 japanese toy screen print kit, and do them by hand.
I am looking at now buying some kinda DTG printer and invading my housemates space by plonking it right infront of his bedroom. (as you can tell i want him to leave!!) I'll just do prints at that point at my own whim, then tell the stores they must buy it. Usually they will, because sucessful shops always want stock.
That is what i did/do, I prob will never be able to stabley live off it, and I don't really want to, it is something I enjoy and do for myself, as soon as I take it too seriously, that will be the end I am sure.
Take care!
