Native Tether Pop-Up; Sydney’s Best Emerging Talent
The Australian fashion industry seems to be in a bit of pickle. 2013 has seen a bunch of once-iconic Australian labels either go into administration or decrease in size due to lack of demand and financial constraints. (And let’s not even talk about all the Aussie labels we’ve lost over the previous five years.) It’s not all doom and gloom though; there are ranges of new labels making waves in the fashion scene and these youngsters know a thing or two about making it work for them.
Forget the notion that retail is dead; it’s more about using retail spaces in a way that suits your brand and customer in conjunction with a secure online presence. Enter the humble pop-up store - a concept that has evolved particularly over the past three years. Pop-up stores keep it small and keep it special. They let designers engage with their customer in unique and often intimate settings and can provide pivotal insight into their target market, which in turn helps them to further develop their brand.
Say hello to your new favourite pop-up store; Native Tether on Surry Hill’s bustling Crown Street. Native Tether combines four emerging clothing and accessory labels in the small and welcoming space. Menswear label Dapper, womenswear label Dannika Zen, accessory label Everyday Carrier (EDC) and jewellery label Mister Lui offer a to-the‐minute snapshot of the slowcooked, street ready fashion Sydney’s next wave is creating amidst a culture of frenzied consumption.
The clean and contemporary space is light-filled, open and showcases each designer in the way they deserve. Despite the different aesthetics provided by each label they each compliment and highlight one another. This pop-up caters to those who are a little daring, adventurous but above all – individual. And in the true fashion of pop-up stores, it won’t be around forever so get in quick.
The Native Tether pop‐up shop is open at 374 Crown St, Surry Hills until the 29th of November.
- Lanah Jansons
Photography by Rodney Deane