Effigy49 may have moved one step closer to widespread distribution in Australia's surfwear stores after having been picked up by Billabong-owned retailer, Surfection.
Pieces from the womenswear label's 70s inspired winter collection will land in Surfection's three Sydney stores from May 2011. Items to be carried by Surfection include Effigy49's shag vest, blue denim shorts, Nepalese poncho and aviator jacket.
The new stockist deal could represent a larger opportunity for Effigy49, with Surfection having become part of the burgeoning Billabong International retail stable in 2009. Other retailers recently brought under the Billabong banner include Surf Dive 'n' Ski, Jetty Surf and Queensland-based Rush Surf.
Effigy49's 40 piece winter 2011 collection is priced between $59.95 and $149.95 and will also roll out to the brand's 60 additional stockists across Australia. The six-year-old label is designed by Jade Dockary and comprises street, surf and beach-inspired pieces such as dresses, shorts and jumpsuits in sizes six to 12.