Vanguard is a label started by two brothers in their 20's, from Brisbane - Sam and Jono Cottee in 2005 which is now stocked internationally. The brothers were doing design projects together at a young age and it was just a matter of time before they started their label. They fuse different cultures together such as surf, skate, fashion, rock, grunge, new wave and hip hop. Vanguard is all about the vibe and lifestyle it embodies, which is created by it's cool and casual feel .
I have been following their label for a while and in their spring collection we saw tribal print sweaters and this AW 11 collection gives a very earthy feel with the dark navy chunky knit. I am a fan of their knits!
Read about them more in the interview I did with them below.
I have been following their label for a while and in their spring collection we saw tribal print sweaters and this AW 11 collection gives a very earthy feel with the dark navy chunky knit. I am a fan of their knits!
Read about them more in the interview I did with them below.
Names and ages?
Sam Cottee – 25, and Jono Cottee - 28
Where are you based?
Brisbane’s Fortitude Valley fashion hub – James St.
Do you consider yourself a fashionable person?
Not in the traditional way.
Your personal style?
Pretty laidback and casual, with a high emphasis on comfort.
What was the process/ how did you start beginning your label?
We’re brothers, and Vanguard was conceived in 2005 in the humble print shop of our family garage. More than ten collections and six years on, the brand has grown from a hobby to a premium streetwear label that stands for free thinking and youthful abandon.
Did you have any education in fashion? If so, where? If not, how did you learn the technical aspects?
Jono: My educational background is as a registered architect so a lot of the skills translated from there.
Sam: I have no formal education in fashion but have learnt a lot in the last few years, that’s for sure.
How did your friends/family react to you turning to design?
I don’t think it came as a big surprise. We were both always doing design projects together from a pretty young age.
How do you approach your designs each season?
Each season we start with a broad framework of where we want to go with the season. Often it’s derived from the previous season but reworked in the way that we feel the brand is going with the current look we’re after. We try and work out the number, type and style of pieces that will go in the range fairly quickly and start getting into more detail as the weeks pass.
What are your aesthetics/inspirations?
Our modern, relaxed take on menswear consistently carries themes of irreverence, freedom, and the nomadic spirit of a drifter, wanderer, and individual.
The fashion industry is so competitive, how do you keep you label sustainable?
I think the most important part is designing for a particular market and try and keep everything focused toward promoting the label there. You also need to stay true to what you want your label to be about and not be influenced too much by others.
Are you working internationally with stocking, etc?
We’ve recently broken into the US market after showcasing our collection in the G’Day USA New York Australia Week fashion showcase. Vanguard has been picked up by major department store Bloomingdales and is already stocked in 15 independent US boutiques including OAK in New York City, Number A in LA. We’re also stocked in the UK and Japan as well as 60 stores across Australia and New Zealand, as well as our online store.
How is your label unique from others in Australia and abroad?
In Australia we think Vanguard is unique because it fills a market section that wants good quality but well designed casual pieces but don’t want to pay a lot for them. We see Vanguard as a lifestyle label so you’re not just buying a piece of the clothing but buying into what it represents.
Overseas we have the laidback Australian vibe that buyers have really enjoyed as a fresh change.
What's a tip for aspiring designers like me?
Focus on your end market and be consistent with your styling, branding and design of your label and everything to do with it.
Who is your target market? What/Why do you think your products appeals to them?
Our target market is broadly 18-30 year old males who enjoy life and all it has to offer … including good clothes
I believe good models help a lot in selling. What kind of models' outlook/style do you choose for your label?
We agree – so does a good lookbook. We try and choose models that actually live the kind of life of your typical Vanguard wearer and not someone who is acting on the day of a shoot.
Why should we choose Vanguard?
I don’t think that’s for us to tell anyone. If you understand what Vanguard is about when seeing a collection you will be drawn to the pieces automatically.
Describe Vanguard it in a sentence.
Vanguard symbolises a melting pot of alternate sub cultures fusing surf, skate, fashion, rock, grunge, new wave and hip hop.
Focus on your end market and be consistent with your styling, branding and design of your label and everything to do with it.
Who is your target market? What/Why do you think your products appeals to them?
Our target market is broadly 18-30 year old males who enjoy life and all it has to offer … including good clothes
I believe good models help a lot in selling. What kind of models' outlook/style do you choose for your label?
We agree – so does a good lookbook. We try and choose models that actually live the kind of life of your typical Vanguard wearer and not someone who is acting on the day of a shoot.
Why should we choose Vanguard?
I don’t think that’s for us to tell anyone. If you understand what Vanguard is about when seeing a collection you will be drawn to the pieces automatically.
Describe Vanguard it in a sentence.
Vanguard symbolises a melting pot of alternate sub cultures fusing surf, skate, fashion, rock, grunge, new wave and hip hop.