T-shirts reveal Unnaked truth

SYDNEY: In his former guise as a personal trainer Andy McIntyre had a unique selling point. As catchphrases go, 'Look better naked' was pretty effective; so much so that McIntyre decided to work it some more, this time on casual T-shirt brand Unnaked.

Now full time designer and general manager at Unnaked, McIntyre said his new slogan, 'Look Better Unnaked', was well justified. "Our T-shirts are cut to fit and flatter the body so our customers don't have to pluck and tweeze [their] way into looking good."

Fit wasn't the brand's only selling point however. Inspired by user designed product from companies such as dirtylaunderette.com, McIntyre had interfaced directly with his target market - style savvy urban men and women aged between 16 and 35 - to give them what they wanted.

"I felt there was a real lack of quality in an Australian made product with funky urban styling. I found it hard to shop for T-shirts that were individual and weren't available in 'High Street' stores."

A national training manager for an international retail company before creating Unnaked last August, McIntyre said the cut, manufacturing and quality of the brand had been his greatest challenges, along with keeping production local.
"We are proud to say that we use Australian cotton from Melbourne; ribbing from Sydney and everything is constructed, dyed, printed and washed here in Sydney."

The label's spring/summer collection was inspired by "international playgrounds" including Sydney, Rio, New York and Paris, he said. "The palette [comprises] soft pastels to highlight your glowing tan and is decidedly anti-fluoro... Thank God that trend is on the way out."

Prices started at $74.99 and varied depending on the number of colours per print. The collection comprised men's vee and crew neck styles and women's vee and scoop neck styles and sizes ranged from XS to XL for men and XS (6) to XL (14) for women.

Currently available at Bondi Market and the Fringe Bar Markets in Sydney, Unnaked was currently finalising further stockists in the NSW capital and interstate. Internationally it had been snapped up by Cara & Co in Moscow, Russia. It also planned to launch an online outlet over the coming weeks, McIntyre said. Beyond that, the future promised an expanded offer.

"At the moment we are really concentrating on getting our core product, the T-shirt, perfect for our customers. In future we are looking to creating a full urban streetwear range, moving into singlets and also a denim range."

By Belinda Smart