Pins and Needles causes leg sensation
The brand - which launched at Fashion Exposed's preview boutique showcase in Melbourne this month - targets 16 to 28-year-old girls with "mock tattoo" stockings, girls' T-shirts and briefs.
Manufactured in Italy from high shine 20 denier fibre, then hand printed in Australia, the stockings - priced at $35 retail - were the hero of the collection, confirmed co-founder Katie Walker, who established Pins and Needles with husband Scott Walker.
"They have come up amazingly well. Everyone we show them to thinks the tattoos are real," she said.
Offering four styles of mock tattoos on the left ankle, including rose, rose and heart, heart or Lady Luck motif, the stockings were packaged in a jar and would be targeted at boutiques and gift stores.
It was also hoped deals with larger retailers including General Pants, David Jones and Myer would support a "made in Australia" cost base.
The girls' collection - priced at $95 to $110 for T-shirts and $40 to $55 for briefs and boxers - was made from modal, a pulp cellulose fabric with a softer handle than cotton.
"The T-shirts in particular have a wonderful drape and they feel like silk against the skin, much more sexy than a normal cotton T-shirt."
The label also offers men's tees and boxers featuring the tattoo motif, priced at $80 for tees and $45 for boxers and manufactured from high quality combed cotton.
Pins and Needles had received strong interest at Fashion Exposed, but hoped to gain further exposure through deals to accessorise labels showing at Sydney's Rosemount Australian Fashion Week next year, Walker confirmed.
She did not rule out expanding the brand into other categories including bras and denim, although the current focus was on building brand awareness, largely through unique legwear.
"We've had women of 50 saying 'I want those stockings - when can you get them to me?'. There's nothing like them anywhere in the world."