Es Trella puts the plug in flash flood trends

SYDNEY:Tristan Blair believes the Great Australian Hangover transcends a night at the local – only when put in fashion terms, the after effects aren't necessarily felt overnight.

"I'm not knocking what is out there at the moment, but I think there will be a lot of people asking themselves 'what was I thinking?!' in a couple of months time."

Blair believes Australian consumers are suffering from the effects of "flash flood trends"; an epidemic which sees them cash in on the latest fads only to regret it once the season winds down. That's why the footwear designer and his partner, Sarah King, are launching a unisex label focused on classic, tailored apparel.

"[Our consumers] are smart dressers who purchase one-off, timeless pieces that will work with their already contemporary wardrobe," Blair said. "They are minimal buyers that search for pieces that don't shout."

Currently selling through Sydney-based Fabric Fashion Agency, Es Trella is targeted at 18 to 45 year old men and women. The debut autumn/winter 2008 collection includes suede jackets, tailored suits, detailed blouses and finely finished skirts in a palette of greys, nudes and blacks.

Blair said the industry experience he and King bring to the brand – he is a footwear designer, she worked as an international trend forecaster and product designer – makes Es Trella a competitive offering.

"Having numerous contacts over the world has enabled us to manufacture to our specifications," he said. "Knowing the process that is involved with launching and delivering a product to a store has enabled me to iron out a lot of the mistakes that first time designers or manufacturers have."

Produced in Indonesia, the collection is priced at $130 to $150 for bodysuits, $150 to $260 for dresses, $150 to $200 for blouses, $160 to $350 for jackets and $100 to $180 for knitwear. Blair said the brand is currently exploring manufacturing and sourcing opportunities in Spain.

"Exploring for quality will always be our goal. Es Trella represents a new set of ideal 'Clothes that you wear, Clothes that don't wear you'."

By Assia Benmedjdoub