Alfred’s Apartment is the Gold Coast-based menswear label making coastal staples
IMAGE VIA ALFRED’S APARTMENT
WORDS BY IZZY WIGHT
“Pieces that can be worn with no shoes on, or dressed up with loafers and a nice watch – never too far either way.”
There’s something distinctly Australian about the Mermaid Beach-based menswear brand, Alfred’s Apartment. A take on modern-day surfwear, its pieces are relaxed yet thoughtfully tailored. Its Gold Coast store is a beachside one-stop shop, serving specialty coffee and a curated range of clothes and accessories.
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For Founder Ed Hatcher, the success of Alfred’s Apartment shows “you can make it from Australia and not have to leave and go to a big city”. Below, Ed speaks on his fashion background, collaboration and why it’s important to never forget where you came from.
Tell us about you. What’s your fashion background?
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I worked in the surf industry doing graphic design and garment design for a couple of years out of school, for Surfstitch and Surf Dive ’n Ski.
How did the label get started? Talk us through the process and the challenges.
[It was] kind of different route to how most start. I actually started working for some older mates who started Alfred’s as a multi-brand retail store on Alfred Street in Mermaid Beach on the Gold Coast.
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[I] briefly left and worked [at Surfstitch and Surf Dive ’n Ski], and then ended up coming back and taking over the business. Over the past few years, it’s turned from multi-brand retail to a flagship store selling only Alfred’s and occasionally some friends’ brands.
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
Honestly, I just wanted to make pieces that we love as a team, and to have the freedom to create anything and I guess make a nice place for people to hang out. The goal was to show you can make it from Australia and not have to leave and go to a big city. I really wanted to make things that show our East Coast Australian heritage, never forgetting where we come from.
How would you describe your label to someone who’s never seen it before?
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Menswear that nods at classic surf/skate and Australian culture. Australian coastal staples. Pieces that can be worn with no shoes on, or dressed [up] with loafers and a nice watch – never too far either way.
What are you most proud of in your work on your label?
The quality of production that we are starting to reach. [We] have been focusing on all the little details, down to packaging and just taking our time.
[We] did some hibiscus buttons recently that will be on some summer pieces that would probably be my favourite thing to date. Or maybe our Native Trail Camo. It’s all East Coast Australian native plants, merged into a camo pattern… [hopefully it] will be a yardage that we run forever.
What do you wish you knew when you started?
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Take time and get things perfect, [there’s] no need to rush anything. [You’re] only fighting yourself.
Who do you think is most exciting in Australian fashion right now?
[There are] so many people doing good things, in all different styles and spots. [We have] something coming in the new year with Porter James Sports… they’re doing really nice stuff.
I’ve been following and love Mutimer and Monphell for sure, [and] a bunch of friends are doing great for things for StreetX, Earls, Clubby Sports, Push Pull, Oli [and] Observe… then you gotta credit Butter/Lofi, they’re like a big inspiration to go global from Australia.
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[There are] so many different types of brands mentioned, but [they’re] all doing so much for Australia and the industry here in all different ways… I think that’s what’s most important. Everyone should support each other. So many of these brands are… building this country even further. I know I’m forgetting some brands here for sure, and I’m sorry for that.
Dream Australian collaborators?
No specific dream, just love working with people that our team has a real connection with. [I] prefer a natural connection over everything else.
How can we buy one of your pieces?
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Online [at] any time! [You can shop] in store on the Gold Coast, and maybe somewhere south soon…. Plus [there are] some popups coming for Sydney, Adelaide and Perth over the summer.
Browse the Alfred’s Apartment collection here.
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