Perth fashion label breaks the mould
Bucking the traditional formula of producing seasonal clothing collections to wholesale to retailers, Perth fashion label On A Whim has broken the mould, forging ahead without a middleman.
Five years since launching their clean and classic brand for men and women, Kate Wilks and Erin Vanhaeften have opened the doors to their own retail space in Leederville where they can liaise directly with customers and offer a custom-made service direct from their design studio.
“It was really important for us to have our own shop because, being an emerging label, it’s hard to get into stores and having our own store allows us to be more creative and experimental with our designs,” Wilks toldAAA .
Rather than releasing fixed collections twice a year, the new store at 324 Oxford Street enables the design duo to create and release garments year-round in smaller, limited-edition runs while also catering to fashion lovers seeking bespoke pieces for weddings and special events.
“It allows us the freedom to directly relate to customers and see what they like, what they’re picking up and what fits and suits certain people,” Vanhaeften explained of the concept. “We can also offer people the option to customise or to change things.”
Wilks added: “We like the customer to be able to experience the garment process from start to finish.
“Disposable fashion is massive these days so it’s rare to encounter people making things.
“Erin and I are always on the floor so you don’t just get a Perth- made product, you get to meet the people who create everything.”
Passionate about supporting other small businesses and fellow local creatives, the new boutique, which sits side-by-side with Virgil Coffee, also stocks a hand-picked selection of homewares, accessories, cards and skincare products from Perth-based businesses including Soft Constructions, Clean Slate, Patricia Fernandes Ceramics, Immorta and Megan Isabella Design.
“We wanted to stock products that had a story behind them,” Wilks said.
