Slowly does it

5 minutes with … Lesley Watson & Andrew Mussett of byfreer

Lesley and Andrew, what’s byfreer about?

Andrew: Lesley felt there was a small gap in the market for silk T-shirts. We also felt it was necessary to create a point of difference. So we made the decision to manufacture all our garments locally in Sydney and to pre-wash the cloth, pre-make, and also wash the finished garment post-make. Once there was a product, we initially went to the wholesale market, however, in the past four years we have moved exclusively to retail through our Potts Point and Paddington stores as well as our online and social platforms.

In a world of fast fashion and clothes waste, how can shoppers embrace slow fashion?

Andrew: We personally made very specific decisions to make limited quantities using only the finest cloth. Although we deliver new styles in store several times per week we often sell out of new deliveries during the week of release. We are not wasting cloth and we are not creating surplus styles.

Are customers willing to buy clothes made in Australia?

Andrew: We have found our clientele has embraced our local approach. Importantly, over the disruptions of the past two years having local manufacturing relationships has been crucial to our continuing growth.

Where do you get your design inspiration?

Lesley: Style inspiration generally starts with the cloth, which in turn dictates our colour and print choices. We generally veer towards off-beat colours and prints (mostly in-house creations) with highlights of fluro as a byfreer base. Print inspiration is from the textures of nature with a contrasting eye to the built environment.

What do you think people should look for when buying a signature piece?

Lesley: It has to be something that makes you feel good. A soft silk top and a relaxed, comfortable pant are key byfreer pieces. It’s important to consider where and how you will wear an item and how your base pieces will wear well with your extended wardrobe. Mix things up and enjoy layering. As we come into autumn the opportunities to utilise all the variations of your wardrobe makes for an exciting ‘going out’ time.

BYFREER

443 Oxford St

byfreer.com