SYDNEY: Indie rock and roll inspired label Saint Augustine Academy is striving into 2010 with a concentrated focus on the US market.
The Sydney-based label has locked in a US agent with a view to securing new boutique stockists.
Non-creative director Adrian Amores said the brand previously had a presence in the US but pulled out to focus on the Australian market when the global financial crisis hit.
"What we have done in the past is take an Australian sales model to the US, with door knocking, one on one appointments in stores and road trips to sell along the West Coast," he said.
Amores said they had reviewed their US strategy to ensure a solid business model was behind the push. He and designer Alvin Manalo began by showing the brand at trade show Capsule in New York in January, where they met and signed with New York agency Parlor Showroom. He said they also secured US warehouse space to ensure the brand was ready for future growth.
He said a future goal was to create a diffusion line for a major US department store.
In Australia, the brand is considering an individual collection show at Rosemount Australian Fashion Week in May, but will confirm this shortly. It has worked on developing its womenswear offer to be equally strong as the menswear division.
The label's autumn/winter 2010 collection is themed "The Lamentations of Euchrid the Mute" and draws on Nick Cave's 1989 novel, "And The Ass Saw The Angel". Sombre colours and old-school detailing are key to the designs. Fabrics include oxford cloth, velvet, cotton gauze, bamboo and alpaca. To add interest, neckwear includes cravats and floppy bow ties.