The pandemic has heavily impacted fashion and lifestyle industries across the board, but the news isn’t all doom and gloom. Australia Post recently announced they were suspending business pickups due to an unprecedented level of online orders during the month of August, and consumer sentiment remains buoyant despite ongoing lockdowns.
Good news stories out of the pandemic keep coming, including the fact that the number of new companies being registered is significantly higher than ever before. According to Vogue Business, in the first six months of 2021 about 152,000 companies were registered, compared to almost 110,000 for the same period in 2020 and 113,000 in 2019. New brands are launching, leveraging nostalgia, comfort and cookies. Here’s some of our favourite new brands launched during lockdown.
Providoor
Providoor allows you to order ‘finish at home’ meals by some of the best restaurants in Melbourne. Order dumplings, vegan feasts or pasta extravaganzas and have them delivered to your doorstep – perfect for date nights or just Wednesdays.
Why it’s been a lockdown success:
Consumers want to support their favourite local businesses throughout the pandemic, and are missing eating out at their favourite haunts, making Providoor a win-win. Getting excellent brands on board, having a great digital experience, and takeup by key influencers has all contributed to the success of Providoor.
Tutto Studio
Tutto Studio creates handmade and one-off beaded necklaces and bracelets in colourful beads. The brand was created to encapsulate the feeling of summer holidays, during a time when most of our summer holiday plans have been put on hiatus.
Why it’s been a lockdown success:
Tapping into those holiday vibez even when we’re all stuck at home has earned Tutto some high profile fans. Fun colours, light-hearted branding and creating designs from scratch rather than holding a large inventory has all led to lockdown success.
Aeyre Home
Reliqua Collective (yep, the Reliqua Collective who do on-trend jewellery, sunglasses and accessories) recently launched Aeyre home, which includes a collection of vintage-inspired lifestyle pieces. Think colourful candlestick holders and ’70s glassware designed to add a touch of glam to your lockdown life.
Why it’s been a lockdown success:
With people spending a whole lot more time in their lounge rooms, homewares was one of the categories that has seen a significant bump in sales over the course of the pandemic. According to CommSec senior economist Ryan Felsman, data showed homewares spending on things like household furnishings and equipment was up 52 per cent over the previous 12 months from 2019. With consumers looking for inexpensive, feel-good purchases, on-trend homewares has been a sure-fire bet for the accessories brand.
Aje Athletica
Aje has typically been synonymous with beautiful dresses worn by equally beautiful Instagram influencers. But now, with nowhere to go, influencers are swapping the frocks for leggings, something the Aje brand is tapping into. Collections are released in capsules, dropped regularly, and selling out quickly. The brand is also set to launch 11 standalone activewear stores across Australia.
Why it’s been a lockdown success:
According to Statista, the U.S. sports apparel market was valued at $105.1 billion in 2020 and is expected to reach $113.4 billion in 2021. We’ve been business on the top and party (leggings and trackies) on the bottom for much of WFH life, and while it’s predicted that there will be a return to occasion dressing once lockdowns are lifted, it’s unlikely we’ll be swapping our sweats for stilettos when so many of us are continuing to crave comfort and certainty. Many high end fashion brands are adding athleisure to their product suite as the category continues to grow.
Tula & Tye
Founder Krisha was searching for eco-friendly and ethically-made loungewear but couldn’t find anything that was both affordable and on-trend. The result was Tula & Tye, tie-dyed loungewear with an ethical focus. The brand has since been featured in Stylist, Tattler, Elle and Glamour, and has a whole host of 5 star reviews online.
Why it’s been a lockdown success:
We’ve said it before, we’ll say it again – loungewear is where it’s at for WFH life. Tula & Tye have also leveraged colour and pattern trends (tie dye), as well as emphasising their environmental credentials. Pair that with an Instagram feed full of user generated content, a unisex fit, and a founder with a background in PR and you’ve got a winning formula.
The Dough Co
Founded by Melbourne-based law student Amy Silver and her corporate caterer dad, The Dough Co aims to capitalise on the home baking that’s gripped the nation during lockdown. Amy started the business in 2020 after noticing her local supermarket shelves were sparse when it came to pre-mixed cookie dough and is banking on the fact that we’re all a bit more partial to comfort food these days.
Why it’s been a lockdown success:
Comfort and cooking go hand in hand, which is something The Dough Co has tapped into. Leveraging the founder’s existing relationships with commercial kitchens was a smart play, rather than trying to build something in a completely new field when making connections could be more difficult.
MAZA
Candles, ceramics and tile pieces form the basis of the MAZA brand which was launched after the founder visited a psychic, who told her she saw her quitting her current role and standing over a hob. With pieces taking up to 12 hours to make, MAZA see candles as sculptures rather than something to set alight.
Why it’s been a lockdown success:
A casual mention in the New York Times will do that for a brand.
Good Time Wines
Wine in cute cans, curated by some of Australia’s best winemakers. Good Time Wine was launched by Dan Sims when his in-person Pinot Palooza events were sidelined by the pandemic. Wines are delivered to your door, ready to drink.
Why it’s been a lockdown success:
Wine and lockdown are a match made in heaven, but this brand’s also buzzing because it’s bringing together industry heavyweights without the wine wank. Real talk has resonated during the pandemic as people are less tolerant of brand-speak and more likely to connect with real, human stories.
What lockdown brands are you loving? Hit us up at hello@flaunter.com with your faves.
