$49 for a silk blouse? This start-up is preparing to change the game.
Grana.com has reportedly raised over a million Australian dollars in its bid to take on retail markups.
The pureplay retailer launched yesterday with a debut collection for men and women.
Grana.com deals directly with fabric mills and ships direct from its warehouse in Hong Kong.
The entire team is based in the region, with the aim of cutting out all middlemen in the supply chain.
The launch range includes Peruvian Pima t-shirts for AUD$13 and Huzhou Chinese Silk shirts for AUD$49.
Grana has enlisted fashion blogger Geneva Vanderzeil to front a social media campaign and feature as the face of the e-store.
Australian CEO and founder Luke Grana said the idea emerged while on holiday in Peru.
Grana said he was impressed by the quality of Peruvian Pima Cotton and went back to meet with mills.
"I was annoyed with the low quality and high markups that customers have to pay at traditional retail stores.
"I really believe the fashion industry needs to change.
"As a result, we have focused on what we think is most important for the customer: access to well-designed wardrobe essentials made from the best fabrics in the world at an amazing price."
Grana will be releasing a full range of fabrics including Japanese Denim Jeans, French Poplin Shirts, Mongolian Cashmere Sweaters, Irish Linen Shirts and USA Twill Chinos.
The brand will also launch an ambassador program, collaborating with global creatives.
Grana has already worked with Italian illustrator Marta Grossi on some artwork for the brand.
Grana head of design Anthony Hill is also a graduate of London's celebrated Central Saint Martins.