Mesop has Earth in its sights
MELBOURNE: On the cusp of launching a fully organic range, bodywear label Mesop is taking on the world in more ways than one.
Now in its third season, the brand founded in 2005 by Melbourne fashion entrepreneur Raff Cotroneo - the name behind the Rich Clothing and Claude Maus labels - plans to enhance its brand philosophy and imagery while also hitting the export trail.
Mesop's organic line - to release early September and featuring a small capsule range of basics - would be made from 100 per cent certified organic fabric, Cotroneo said, adding its launch typified a broad re-think of the brand's values and direction. "Our goal is to make Mesop a household name in the lifestyle sector, and we're currently re-evaluating our philosophy for the future."
Mesop was currently 100 per cent locally made from proprietary fabrications - including blends based on cotton with nylon as well as wool or cashmere options - produced by Melbourne knitting mills, he said. Looking ahead however, the company had also recently been in talks with leading charities about ethical collaboration programs with Third World manufacturing hubs.
"There are definitely opportunities to invest in grass roots economies globally, giving workers the skills and infrastructure to make a sustainable living."
Melbourne creative studio The Surgery had been appointed to drive Mesop's direction shift. The Surgery would devise new brand imagery, in a departure from Mesop's current "high fashion" look, as well as strategising the brand's growth locally and overseas.
"In the next six to 12 months I'd like to clinch deals with distributors all over the world, starting with the US and European markets," he said. Mesop's offering included tops, cardis, dresses, hoodies, skirts and crop pants, with prices ranging from $69 for a scoop neck top to $200 at the top of the range.
A vertical structure and large production runs facilitated Mesop's attainable price point, Cotroneo said, adding overseas expansion was the optimum strategy for maintaining volume without saturating any single market. The year 2008 marked renewal on both strategic and ethical fronts for the brand, he said. "This is the year of the rat, after all, and I'm a strong believer in regeneration and the importance of taking stock."
By Belinda Smart