SYDNEY: Iconic Australian designer Peter Morrissey has lashed out at critics of his budget clothing collaborations, ahead of a potential 450-store deal with Sears.
The Sydney-based designer, who reached global acclaim in the 1980s with his upmarket fashion label Morrissey Edmiston, claimed his collection of underwear and apparel for budget department store chain Big W sells 7000 pieces each week nationally.
He defended his move into the value market and said the two companies “shouldn’t whisper” about the collaboration. “I’m very proud of my association [with Big W] and I think that my job is to make clothes that people want to wear,” he said.
“I wanted to reach more people and I honestly couldn’t have predicted it would be this many.
“It’s a destination shop, they have just taken on Mambo as well. It is a bit like Curtis Stone and Coles. He is a very famous, fabulous cook. So I’m the Curtis Stone of Big W.”
The first Man by Peter Morrissey and Woman by Peter Morrissey collections for Big W were launched last year, in association with fashion entrepreneur Bruno Schiavi’s brand development company Jupi Corporation.
The lingerie is available in 279 Big W stores, while the outerwear is in 70 stores. The collections are represented in their own space within each category on the shop floor.
An additional suiting venture will be introduced to Big W stores for spring/summer 2010, offering a coordinated men’s jacket and trouser suit for just $130. The new collection will also include a basic white business shirt for men at $34, a grey jersey shift dress for women at $49 and fashion-oriented pieces such as a sequined blazer and floral sundress.
In coming seasons the offer will be expanded to include a variety of suit cuts, accessories, belts and sunglasses.
“I want to take over the black suit and white shirt business in Australia because the pricing is [very competitive],” Morrissey said.
“You can have a Peter Morrissey suit for around $100.”
A deal to create a value collection for 450 Sears department stores in the US is also currently underway, with the final product likely to launch next year.
The move is believed to be backed by Schiavi, who supplies celebrity clothing lines to major department stores across the country.
“With [former business partner] Leona Edmiston, we were one of the first [Australian] designers to go into America,” Morrissey said. “After 27 years I’ll be coming back.”
Also scheduled for release next year is a new uniform for Australian managers at fast food chain McDonald’s.
Morrissey designs work uniforms for a number of companies in Australia, including Qantas and Novotel. “I love doing the uniforms; I dress 72,000 Australians a day and make them happy to go to work,” he said.
Morrissey’s revelations came just a week out from his spring/summer 2010 runway show at Rosemount Sydney Fashion Festival. Around 50 pieces were paraded on August 25, including lingerie, women’s and men’s apparel.
Melinda Oliver