But not much in the way of details peeps, I’ve been told (and I agree) that I tend to get so excited at the start of a new project that I talk about it to everyone and then when the time comes to do hard work it’s not a novelty or a mystery or a secret anymore … and that removes a whole lot of motivation as there is no big reveal at the end.
So, with that in mind, here’s what I can tell you.
I’ve registered a new business name – Airline Atelier – which will be a sport / androgynous / leisure / tomboy / female fashion label launching (ideally) later this year.
Featuring a range of Australian made shoes, and menswear styled items (think shorts, shirts, jackets, caps) cut for women. Mostly / only offered in all black or white, and not released in seasonal drops. It will be an ever-evolving set of products, possibly including homewares and accessories later on to round out the complete Airline brand.
…for anyone asking “what the fuck? I thought he was hand making high heels? Or starting a retail shop? Huh?” here’s how it all fits in to the big chess game that is life.
These might help someone out there skip some steps I took along the way if this sounds like what you want to end up with.
- Making high heeled luxury shoes by hand makes them VERY expensive, and it seems I don’t have the patience to have a brand that only makes one pair of something per week. I have a backlog of 100’s of designs, so it seems better that I consider myself a designer and not a maker. I had to remind myself that I set out to learn shoemaking to INFORM my designs, not because I wanted to make shoes by hand, so it’s been liberating letting that side of it go. I can still make a prototype if needed, but my time is better spent designing.
- Making super high quality high heeled shoes in Australia is also extremely hard with our industry at near-dead status… so I will need to get my designs made overseas eventually, but that’s not what I want to do right now, nor can I afford it.
- Getting shoes / sandals / loafers etc made in Australia is entirely possible at the moment, as is getting tshirts and pants etc cut and sewn locally, so I figure whilst I’m based here and not able to travel nor invest $1000s in overseas production, I should support the local industry and start an Australian Made label.
- Almost all of my close friends now are females, and almost all of them are tomboys who dress awesomely in boy’s tees and sneakers, so I figure designing for them and making locally is win/win!
- My UX design day-job has also equipped me with the skills to properly observe, document and react to “what people want”… so it seems like a good time to launch a label that fills all the gaps in my friends’ wardrobes.
- Lastly, this label will not only give me the experience needed to work out how exactly to run a label without the massive overheads of Italian shoe production costs… it will also give us a chance to retail our own goods online and eventually in a store, to bring the whole Dead & Buried shop idea to life. FINALLY.
… ideally we’ll set the brand up, grow it and then take the label + a bunch of other Australian fashion labels and jewellery etc to NYC for the big dream… where we open Dead & Buried II in Soho or Brooklyn somewhere. 6 or so years after starting the journey. Sheesh.
So, that’s the scoop. I’ll have websites and social media accounts active soon and clothes on racks before Christmas!