Local online mens clothing company Threds is looking to turn the scene on its head with its range of exclusive lines and attitude towards urban wear. Director of Threds, Nat Webb, lets us in on the secret.
The Threds philosophy ... what image do you want to project?
For far too long the Australian male clothing market has settled for monotony. The big industry brands, pedalling the same old designs on the same old threads. Retailed robots consume the streets, wandering aimlessly without an identity, without a purpose, mere clones among the masses. Threds aims to shatter the monotony; to provide a fresh alternative to this store-front stereotype. By offering a unique collection of the finest local and international mens streetwear labels, your new identity will be forged.
What makes Threds standout from other online men’s clothing outlets?
Threds prides itself on offering a unique collection of streetwear that is a cut above the rest. We source only the most exclusive labels, which in most cases allows international labels, the only retail opportunity within Australia. With local labels we assist where we see potential and feel there is something different on offer to the mundane swag that plagues the retail shop fronts. We also market our products at much more competitive prices than the generic brick and mortar/ men's online store. We are not out to make a quick buck, we are here to offer something fresh, an alternative that people can be proud to represent at reasonable prices.
What are some of the brands you stock?
We are the only Australian stockists of Civil Clothing, Acropolis Apparel, To Die For Clothing, Adapt Apparel, FLUD Watches, Swallows N Daggers, Paper Wallet, Freek Ugly and Komplement. We are proud to present some rising local talent such as DE Collective, Perv Eyewear, La Vur Clothing, Bambam Clothing, Velvet Couch and Orchill Accessories. Some larger brands which are making a serious statement worldwide at the moment featured on Threds are Rogue Status/ DTA, Quintin Co, Rocksmith, ROOK brand and Orisue.
What selection processes do you have in place?
We are excited to present a variety which appeals to all customers in the street wear/ casual wear demographic. We have strict controls in place to ensure only the best quality products are available and we will not compromise on that. We want to ensure we embrace brands that will endure longevity in the industry and aren't out to make a quick buck. We do not feature brands that are aiming to become another ‘typical’ surf brand.
Is there stereotypical Threds shopper?
The stereotypical shopper would be any person who wants to forge their own identity. Someone who stands out from the crowd and enjoys being or doing something a little unique or different. Any street skater, musician, or artist who thrives for that something extra or enjoys making a statement with whatever they may be involved in.
Do you have plans to stock female lines?
In the future, we are definitely looking to expand in many ways. Plans are already in place to move into footwear, jeans, shorts and further our accessories range.
Have you aligned the Threds brand to any musicians, celebrities?
We have been fortunate enough to align with many local talents. We are currently supporting The Medics, Troy Brady (The Amity Affliction), The Sweet Apes (Triple J), Hands Down (Melb DJ), Fundamental Elements and Dollarosa.
You have the launch show coming up with a host of musical acts playing...
We are set for a killer night of tunes from local lads Fundamental Elements kicking us off with some hip hop, The Sweet Apes throwing down some raucous beat downs with angelic vocals and to finish it off Hands Down will be providing us with a healthy DJ set filled with the latest house/ dub/ electro. We want everyone to share this launch with us, so come along, invite the masses and lets have a freakin' rad night.
The Threds launch party takes place at X&Y Bar September 14.