Entrepeneur unveils a “quietly cool” look

SYDNEY: Hareth Tayem’s latest menswear venture is as much about fashion is as it is about his upbringing.

The creative director and founder of maleorderonly.com, an online boutique which stocks over 60 clothing, beauty and lifestyle brands from around Australia, has always had a fascination with Hollywood and style – now he’s set to fuse both for the launch of his label Celebrity Uniform.

"We want to saturate fashion media and journalists with this Australian label’s tribute to all things Hollywood and glamour. Style leaders such as American Rag and various stores from New York and LA are all on our hit list."
Raised by a family of ragtraders – his mother was a seamstress, his father a tailor - and occupied as a part-time actor, it’s fair to assume Tayem has a good understanding of his target demographic.

“It’s for the guy who wants to give the impression that they look amazing but they don’t really care. Male celebrities such as Johnny Depp and Orlando Bloom naturally dress with this sense. Men who are ‘quietly cool’.”

Tayem’s first collection, set to launch at New York’s Slate bar in September this year, draws heavily on the style of both celebrities with headscarves (from $49), Arabic print tees (from $99) and kaftans ($130) featuring throughout. “Tattooed” jeans, which are screen-printed in Los Angeles and finished with Australian and Asian embellishments, will also be on offer and are priced from $199.

Tayem said because all items are designed and produced locally, customers had the advantage of purchasing quality basics throughout the entire year.

“We want to create and brand that simultaneously juggles commercial clothing with an expensive and status inspired clothing,” he explained. “We want men to feel like this is the staple brand to have to mix in with the person's current style.”

Along with the brand's high-profile launch later this year, Tayem said he also planned to utilise male celebrity ambassadors for further brand exposure.

“This collection celebrates the immaculate clothing male celebrities have access to and making them reachable for us mere mortals. We go by the saying ‘ Fake it Till you Make it’.”

The first collection, available through maleorderonly.com and select stockists across New York and Los Angeles, is set to hit Australian stores from as early as December.

By Assia Benmedjdoub