Matt Newman created ONEBYONE the label way before it was the popular renowned street wear brand it is today. Matt was fresh out of completing his Diploma in Graphic Art and Diploma in Graphic Design. Matt originally started his brand by focusing on creating board shorts with an outcome to eventually be sponsoring extreme sport and water sport brands.
Today his ONEBYONE street wear company was recreated into the world of fashion. His style is out of this world and there is much meaning behind his brand along with his different themes with each season. He is a man who breathes for summer with a seaside lifestyle. His outlook on life seeps through his creative ideas in his clothing. Providing the image of his brand it has today.
My ONEBYONE label does have a theme to it. If you watch the videos we always use the same models in each film so that you feel apart of the story and can visualize what is happening each season. It’s kind of like a runaway love story in each season. Each season brings something new such as a change, new beginning the way life really is. Life always changes as well as clothing and fashion. My brand is a journey through the themes.
When I had first started ONEBYONE, I had focused my brand as only the intention of creating just surfboard shorts. This stopped quickly as I didn’t want to put in a genre.
I could see the industry was changing as to when I first started my brand. Rip curl, Billabong and other big brands were being out grown by street wear brands. If I kept creating surf wear my brand would eventually die out, I had to develop my range further to become street wear brand. When I converted my brand into street wear I wanted to stand out and be more adventurous than other brands. All my seasons have themes and this corresponds with the seasons.
What’s a usual day in the office?
My usual day is talking to stores, dealing with manufactures, working daily on designing and looking after my brands image. Making sure production is on track. I’m already ordering for next winter 2015!
Writing and replying to emails, PR and searching for fashion bloggers who I can collaborate with. Then designing at night, sometimes till 12am it’s the only way I get into the zone I cut myself from everything and make that commitment at night.
Did you study fashion? If not what did you study?
No I didn’t study fashion.
I went to Holmesglen Tafe Melbourne studied a Double Diploma in Graphic Design & Advanced Diploma in Graphic Art
My favorite part is seeing someone wear my label. If its out in nightclubs, beaches or down the street. Seeing your brand out and about gives me a rewarding feeling about myself and the brand.
How did you select the materials you used?
The materials I use is a cotton viscose. 55% cotton 45% viscose. This makes the material feel very soft, In fact it’s what people notice when they come into store and touch our clothing. It also fits nice as well comes out of the wash without damaged to the garments. The quality is better than your normal cotton t-shirt and the quality is important when you purchase anything in stores and online.
How many in you’re team?
Three part time and one full time around up to six people when the store is open at Philip Island in the summer. The brand is constantly growing and expanding there could be more employees in the future!
How did you get to where you are now with your label?
It started as a hobby, I would dedicate long nights without making any money at the start. Anything that I did profit I would put it all back into my brand. From hard work and dedication is where I got to where my label is today.
How and what gives your inspiration for each collection? Do you
go on fashion trips to gain inspiration?
I tend to have a theme in each collection. Sometimes it can relate to what’s currently going on in my life at the time. Sometimes it can as well be reflecting about the summer that has just past. Emotions as well come to play with each theme and collections are part of that. I just can’t come up with the collection straight away. Life’s journey is what makes my ideas come to life or where I am traveling at the time. Such as my pervious collection was called “Lost Heaven” That reflected on how I traveled to Thailand. It’s just all about my current situation and what is happening around me will reflect straight into that season as well a mix with current trends.
Who is your target market?
Well normally I buy samples and from overseas then I do some quality assurance measures on them. Washing them multiple times seeing how it takes. Then from there I get a feel for what’s in trend and I create my own look. I normally send over the trade sketch to china to create the sample that is reproduced with my own unique touches to it.
An example is that I liked a jumper that fitted well it but it was produced with polyester but I wanted to make in different material. So I sent swatches of material that I prefer. Then I create a jumper that will match the fabric and add my own special touch to it to make it unique.
Matt how did you learn about fabrics?
I threw myself in the deep end and taught myself about fabrics.
I learnt on the way with creating my brand and when you create something that you love and passionate about, you become very determined to learn everything you can to pursue your dream.
Dedication is the key!
Where is the final product made?
The product is designed by me in Australia. Final products are made in China.
My most current achievements are often being the most popular/top seller brand on the iconic. Which is fantastic as you know they have more than 250 male brands on the iconic and to be top seller is absolutely the best feeling. I am really proud about my brand and knowing that the public loves it really makes me feel I’ve achieved a great outcome!
As well opening up my own store down at Phillip Island, which has been around for about 5 years now.
How many years did it take for your idea to hit reality and start How long did it take for your brand to become the strong brand it is today?
When I first started off business was booming in retail, it was a very easy environment to sell clothes to stores before Recession hit. When I first started people had money to spend, Chapel street was booming, Bridge Road had shops everywhere. During recession it became a really tough time for retail. It first affected with surf wear shops and then moved on to the other fashion brands. No one was taking on new brands onboard, I had to restructure everything and re-born my brand in a tougher environment. The retail market is a whole different ball game, I had to make sure I could keep up with my competitors in this new environment.
Who are your inspirations? What Fashion designers who you look up to?
My inspiration and who I look up to happens when I go to Hong Kong yearly. The big brands there are just so incredible especially the window displays there such as H&M and Louis Vuitton are amazing. Checking out the street wear too whilst I’m there really give me an insight to new ideas for the brand.
And lastly any advice for people who want to get into the fashion industry?
If you know what your up for and have a passion and love for designing then go for it. Also another word of advice is that you have to put in the hard yards and dedicate your life before you start making any profit.
Special thanks to Matt Newman