Extinct? Not exactly...

Striking out six years ago with little more than $1500 and a stash of ideas, Extinct has come a long way, but as Belinda Smart discovered, the label shows no sign of straying too far from its roots. "I do have PR but I am very select about how and where the brand is promoted. I want to keep it underground and close to my target market."

And the thing is, you have to believe him. Simon Foretti - whose attitude driven label began as "a handful of tees and belts" sold to around 20 stockists nationally - apparently has a push-pull attitude to success. He has dug his heels in against the tide of cheap offshore manufacturing and brand expansion - "all product is made here, because I want to keep it exclusive and maintain a high quality finish" - and prefers to drive sales by marshalling the stealthy might of word-of-mouth endorsement, mainly from street savvy Melbourne types.

Likewise, his two Extinct boutiques, located on Brunswick Fitzroy and Little Collins Street Melbourne, only employ initiates who really "get" the brand. "Extinct is very product driven. Everything is made in Australia and has a high attention to detail. We like to fly under the radar and design a high quality, exclusive range, and we pride ourselves on having cool staff who remain  close to the market."  

Foretti spends a sizeable chunk of his time personally training staff to ensure they have the right 'Extinct' vibe, know the product and have a consistent approach to selling. Sweet-talk addicts beware; Extinct's two full-time and four part-time staff can be counted on for a personable but decidedly no frills approach. "They'll tell you if it doesn't look good!" he warns.

Then there's the product. Extinct for guys and girls consists of a full wardrobe offer; gear that looks hip without being try-hard and, more importantly for wised-up fashion lovers, has niche appeal. Prices start at $99 for a T-shirt and $199 for jeans, with the most expensive item around $550 for an anorak or jacket. Foretti - a self confessed perfectionist who pays minute detail to his entire output, refining it with every season - does however reserve special pride for one item.

"The girls high rise jeans are a signature piece; they make any a@*e look good and have a strong repeat business." Extinct's tailored boys' range also scores high for lads seeking style with attitude.

In store the label sits alongside exclusive highlight pieces from Europe, including men's footwear labels Schmoove and Swear - from France and the UK respectively, priced from $150 to $280. Other international labels include Italian men's and women's brand Imperial, with prices ranging from $150 for a top to $800 for a leather jacket.

Foretti - who admits to zero tolerance for shopping centres - says the locations of both stores were handpicked.
"I have always loved the vibe of Brunswick Street and lived around the corner for many years. Little Collins street also felt right as it's the heartland of Melbourne fashion."

Both fit-outs have been kept deliberately "clean and minimalist, so the range is the focus rather than the store." Clothing is supplemented with a few choice, quirky knick knacks to add character. Extinct also wholesales to a smattering of boutiques including Cactus Jam and Cyberia in Melbourne and Mish Mash in Bondi, Sydney.

While clearly trying to keep a lid on over-diluting the brand, Foretti is not averse to non-threatening (in other words non-Australian) expansion. "The local market has always been Extinct's primary focus, however we have had a lot of interest from overseas and are currently in negotiations with some well known boutiques in Paris and the UK."

Extinct does operate a website, although he freely admits that until recently he struggled to keep it updated. But with whisper-driven interest in the brand gathering momentum, that looks set to change. "We are getting a lot of interstate and international enquires for people wanting to both buy and stock the range, so next season we hope to start selling online."

You can almost hear the grind of that push-pull dynamic again. But perhaps it's more accurate to assume Foretti has no problem with success; just as long as it's on his terms.

By Belinda Smart