Those of us who dwell mainly in the Northern Hemisphere have always had the security of a wealth of clothing brands from which to choose. Sure, we’ll cast our fashion rod further afield on a regular basis. The well trodden path that comes from our admiration for Americana and an obsession with that considered yet aloof Japanese style thing is been documented by us extensively. And more recently, Korean brands have arrived in numbers, firmly but politely elbowing their way to a couple of seats on our top table.
But Australia? New Zealand? Not in our house. Well, until now.
I recently had the pleasure of testing out a tent from Mont, and while scratching my head at how it could be so impossibly light, I realised I was wearing Goodlids shorts. That’s Australia and New Zealand pairing up, right there to give me food for thought.
And like buses, earlier this week another couple of antipodean brands popped up on our radar, via our pals at SEVENSTORE.
New Zealand does a pretty convincing line in rugged landscapes, so it stands to reason that it should produce clothing capable of moving between them. Beach Brains makes the sort of stuff that feels equally at home among the back streets of the city and the salt air of the coast: classic silhouettes, hard-wearing fabrics and just enough quiet rebellion to keep things interesting.This isn’t a technical outdoor brand, it’s more timeless than that.
The brand calls them “lifetime pieces”, which sounds grand but makes perfect sense once you look a little closer. Workwear-inspired shapes are softened through relaxed fits, washed finishes and plenty of texture, creating clothes designed to get better rather than simply get old. It’s the type of stuff that looks even better in person.
So if New Zealand nonchalance is what you crave, Beech Brains are here for you.
See more Beech Brains here
Over in Melbourne, Observe are taking inspiration from their own surroundings too. Chiefly, their appreciation of architecture, minimalist design and clothing that would rather talk quietly than shout loudly. It’s kind of at odds with the stereotype people of my generation grew up with around Australia and it’s very welcome.
Founded in 2020 by siblings Massimo and Alessia Acquaro, Observe sits in its own space, carved somewhere between streetwear and traditional tailoring, with unisex silhouettes, considered fabrics and a restrained colour palette bringing everything together. Family sits at the heart of Observe, alongside a belief that good design comes from paying attention to the details most people overlook. The result is a refined, understated take on contemporary clothing, made for anyone who appreciates that simplicity is rarely as simple as it looks.
So, as our summer comes to a characteristic slow-down, now might be a good time to refresh your rotation and inject a bit of Southern Hemisphere heat into proceedings.
SEVENSTORE have both Beech Brains and Observe. Head there at once.
