Cult tees seek copy-cat free home

NATIONAL: Pop culture junkies could soon be donning replica T-shirts commemorating Mohammed Ali's early boxing matches or Led Zeppelin's first tour.

That is, once UK label WornBy has smoothed its path into Australia on logistical and intellectual property fronts.
WornBy co-owner Adam Richardson has spent recent weeks sourcing an Australian distributor and manufacturer for his premium brand, while also warning retailers off a copycat label.

Bearing re-prints from legendary moments in popular music and culture, WornBy product is manufactured in limited runs using premium fabrics and washes, classic stitching and vintage print techniques.

WornBy's 'Original Festival Clothing' range, featuring graphics from music festivals such as Woodstock and Glastonbury, launches this autumn in Australia and will target niche boutiques. While in Australia Richardson has been contacting retailers selling copycat brand Wornfree "to warn them that this is not the genuine article".

"A label [like Wornfree] is really 'taking the Mickey' when it takes your branding, adopts a similar name and packages product in exactly the same way, right down to the Polaroid photo that comes with each T-shirt. The difference with our product is that it offers premium level quality and finish, as well as a brand integrity that is easy to see if you compare the two products."

WornBy is currently involved in a US court case over the matter, with a verdict expected on March 28. It has been involved in numerous similar cases around the world.

"We've won the case everywhere," said Richardson. Pending the success of the US case, WornBy would be legally entitled to prevent retailers stocking Wornfree in Australia, he said.

Meanwhile the genuine article looked set to succeed in Australia, given its burgeoning local underground following.
With a current RRP of $120, WornBy aimed to drop its price to around $90 a T-shirt over the longer term by leveraging a local presence.

"We manufacture in Europe and the US at the moment [but] I believe in locally sourced items. Flying tee-shirts around the world is not the most sustainable or cost-effective way to do business."

Future ranges would also be likely to offer Australian consumers a more localised nostalgia trip, he said.
"Part of my job is to find a distributor with a good research background in order to source vintage Australian material specifically for this market."

By Belinda Smart