The founder of Australian young fashion brands Minkpink, Evil Twin and Staple tells James Knowles how she is making waves in the UK.
Do you have any UK retailers earmarked as potential stockists?
Minkpink is already well placed in Urban Outfitters, Asos and Harrods and lots of smaller boutiques. Evil Twin is also in Urban Outfitters and Asos and is gathering a cult following. We are also launching new labels in the UK, including Hunt No More – our cutting-edge partywear collection – which we are really excited about. And watch out for our new label Paint It Red, which will be arriving soon too.
In five years you’ve built one of Australia’s top-selling youth brands and taken the business global. How do you plan to grow your UK business?
Even though the market is saturated internationally, we’ve found a fan base and are making waves. I think this is because we do our own thing and don’t copy trends or the high street directly. We plan to keep doing our own thing and take our fun-loving, ballsy personality to the world. We are doing that with fun global campaigns and interactive competitions such as our ‘customise your slashers’ competition on Facebook.
What has been the secret of your success?
To follow my instinct and intuition and grow the business based on the talent and design handwriting of our amazing design team.
What’s new for Minkpink, Evil Twin and Staple for autumn 13?
Minkpink’s global ranges are bigger and better than ever. We’ve decided everyone is copying each other so we’re going to go out on a limb and up the ante. We’ve still got our cool eclectic look, with a bit of grunge, vintage and sparkle in there. Our prints are our signature and you can tell a Minkpink print from a mile off, and our micro body-con dresses come in foiled, bedazzled and cut-out. Evil Twin has gone celestial grunge, with digital prints to die for, while Staple goes out for autumn with a fresh palette.
Do you have plans to launch any further brands, sub-brands or expand into menswear or kidswear?
Hunt No More is doing great things in Australia and our UK distributor Out & About Showroom is really excited about its potential. For the UK launch we have secured Asos, Brown Thomas and great indies including Flannels, Psyche, Choice, Richmond Classics and Sunday Best. The first range drops into stores in August. We have a few more secrets up our sleeve, too.
Rihanna, the Kardashian sisters and Vanessa Hudgens have all been seen wearing your designs. What do you think of celebrity endorsements?
We love a celeb endorsement. The excitement when Miley Cyrus’s engagement pictures came out and she was wearing Minkpink was palpable.
What is the one item in your wardrobe you couldn’t live without?
My leather leggings worn with a Staple luxe tee and Minkpink shaggy fur coat – I love a clash of textures.