Forget Net-a-porter and Shopbop <okay, don't really>. There's a new breed of stores pedalling the sweetest fashion from local and international designers. Cue Eocene + Estate of MInd.
Neon Moose chats to these two fashion houses about style, fashion (duh) and creativity in this fashion face off.
In the red corner we have Estate of Mind who brings certain street style flavor to the fashion scene. Labels include KTZ, Lazy Oaf, Emma Mulholland, WIA, Daniel Palillo, Joyrich, Adeen, Human Potential, Proud Race, OS Accessories and M.Y.O.B.
While in the blue corner, we have Eocene who brings a fab mix of high end labels like Opening Ceremony, Soulland, Jonathan Simkhai, Peter Jensen, Still Good and more.
Two amazing stores. Five mediocre questions. This is the deal.
You’ve got so many amazing labels – which one is your fave? and why?
Estate of Mind: KTZ. I mostly buy the men’s collections and i love that the styles can be styled on both men & women, a bit of diversity in a label is always good.
Eocene: It would be impossible to choose! Each of our brands brings something unique to Eocene and represents a different facet of the overall style of the store. It's been great to work with cult favourites like Opening Ceremony, House of Holland and Peter Jensen, but also exciting to watch our emerging brands like Still Good, Francis Leon and Saint Paul develop and grow their collections each season.
Describe your customer:
Estate of Mind: Cool ass bitch who’s down with baggy clothes.
Eocene: They know what they like and what suits them and are aware of trends but generally prefer to go their own way. They are creative with their styling, aren't afraid to try new things, and want high-quality, hard-to-find items that they won't see everyone else wearing.
Are there any fashion icons, bloggers or famous people whose style you admire?
Estate of Mind: I’ve always had a bit of a crush on the Beckerman twins, Callie & Samantha (Beckerman Biteplate) it was the very first blog, and probably the only blog I actually look at and read occasionally (may add your blog too the long list now haha) - their style is beyond fucking amazing!
Eocene: We love Margaret Zhang of Shine by Three. She has a fabulous eye for styling and a very global perspective on fashion. I'm not sure he's classed as a fashion blogger as such, but Imran Amed has done a fantastic job with Business of Fashion.
How do you differ from other fashion houses / what do you try and give to your shoppers?
Estate of Mind: Cos first things first, im da realest. And secondly we offer labels and new styles that are not easily known/ available in Australia.
Eocene: We want to give our customers local access to emerging and established international brands that aren't widely available, or widely known, in Australia, with prices that are in line with international retailers (without the shipping costs). We also want to give our customers a great experience from start to finish; from an optimised, user-friendly website (developed in-house); a continuous rotation of new stock, to free next day delivery and easy returns.
Lastly, what does creativity mean to you?
Estate of Mind: thinking outside the box.
Eocene: Taking inspiration from the good, the bad, and the ugly, to develop new and interesting ways of doing things. I think it also inevitably involves taking risks and pushing boundaries.