MELBOURNE: Travisty has struck a deal with Target that will see the streetwear brand overhaul its existing business model.
Travisty founder Travis Wallis revealed the entire Travisty range, including its renowned men’s t-shirt designs, is set to be sold in Target department stores. The deal has been brokered in conjunction with designworks, a supplier of fashion apparel to Australia’s major retailers.
Ragtrader understands the deal means the Travisty apparel will no longer be available through its existing 120 stockists. The label is currently stocked by retailers including Globalize, Glue, Transit, Live and Universal.
Launched in 2004, Travisty is a Melbourne-based label with an emphasis on relaxed street apparel featuring classic prints. The label produces menswear, womenswear and a more fashion-forward ‘Black Range’ collection. Product includes jackets, shirts, hoodies, denim, shorts and accessories.
Wallis has endeavoured to build Travisty’s profile over the last six years with marketing campaigns centred around personalities such as high-profile NRL player Billy Slater.
“We direct a lot of our time and dollars into product placement and have built lasting relationships with many sporting and television personalities,” Wallis told Ragtrader last year.
He also conceded that managing the Travisty business had become more complicated in the years since its launch.
“Our challenges now are far greater than five years ago,” Wallis said.
“The [achievement] that I am most proud of is the move to our current office space, which is a great representation and showcase of what our brand stands for and gives our staff the very best environment to perform at their best – a far cry from the shoe box where we started.”
Erin O’Loughlin.