Head of the pack: Galella takes new turn

SYDNEY:Celebrity milliner Donny Galella has set his sights below the hairline. The Sydney-based designer, who currently supplies seasonal headwear collections to national department store Myer and has a regular styling segment on the Seven Network's Sunrise program, is planning to capitalise on growing demand for tailored menswear apparel.

"I was originally going to launch a women's ready-to-wear collection because I felt this was the natural progression from headwear," Galella said. "However, I felt inspired to launch a menswear line after listening to hundreds of guys complain about a lack of affordable and fashionable clothing options for men."

The brand's central point of difference from domestic menswear labels such as Calbire and Arthur Galan would be its competitive price points, Gallela said. Long sleeve shirts would retail from $120 to $130, classic polos at $75, vests at $105 and tuxedo style jackets at around $280.

"The pieces are smart-casual and will allow guys to easily move from the boardroom to the bar," Galella said. "All my long sleeve shirts feature luxuriant linings such as satin around the collar, along the front button panel and inside the cuffs. Some shirts also feature small embroidered mantras or messages from me."

Other detailing included arm tabs on selected shirting styles, allowing wearers to convert long-sleeve shirts to short-sleeve. All garments were manufactured in Southern China using fabrications such as satin, cotton, wool and would be available in sizes small to extra large.

While the collection is currently been sold to select boutiques and independent retailers throughout Australia, 12 stockists have already been confirmed for the Sydney metropolitan area. Galella is also in discussions with a major Australian department store and considering the launch of an online store.

"Our research indicated lots of designers tended to focus on the central and eastern suburbs of Sydney - we plan to not only cater for these locations but to secure stockists in the western and southern suburbs of Sydney."

Galella aimed to secure 15 to 20 stockists for his debut menswear range, with a view to expanding this for future collections.

"Ideally, we are aiming to have 100 to 120 stockists within the next two years and have an extremely active website that also generates great sales volumes. The Sydney metropolitan area is definitely a key focus at the moment, however we are looking to have a presence in Perth, Melbourne and then Brisbane."

By Assia Benmedjdoub