Clothing adhesive brand Clutch is eyeing new partnerships with The Iconic and Asos in 2023, since launching a month ago.
The aim is to build brand awareness in the Australian market, with further expansion planned overseas in time for summer in the northern hemisphere.
Founded by Sydney-based entrepreneur Annabel Hay, Clutch is applied directly to the wearer's skin and can hold garments for as long as needed. When finished, the product comes out in the wash, or through a spot clean for dry clean only clothes or delicates.
In its first month of launching, the brand was featured in various media outlets, including The Spill podcast and Daily Mail, as well as on social media pages.
Speaking with Ragtrader, founder Hay said the initial launch has been well-received. She said the goal is to be the default garment adhesive, replacing Hollywood tape.
“It's a huge goal, but we believe that when people get their hands on it, they'll never look back,” Hay said.
“As an independent, Australian-owned business, our reach is currently limited. But we're working to build this up with influencer partnerships and building our following online.
“We know the product will speak for itself, so we just want Aussies to give it a go.”
Hay said she founded the brand after struggling to find an adhesive that works.
“I was really frustrated that fashion tape couldn't support me in wearing the clothes I wanted, so I decided to make a better alternative,” Hay said. “It was a four-year process of tracking down a chemist to develop the first-of-its-kind formula, trademarking and patenting the product, getting it manufactured and ready for market.
“But it was all worth it because we've ended up with a product that we're really proud of.”
Hay said that as well as being an effective adhesive compared to Hollywood tape, it also eliminates single use plastic and the packaging is 100% recyclable and recycled.
It is also 100% vegan, sweat resistant and water soluble, and has an RRP of $29.