Melbourne label Feral is turning discarded objects into handmade accessories
WORDS BY IZZY WIGHT
“I ultimately want to create things everyone can have fun and feel sexy in, regardless of age or gender.”
Did you know there was an anti-Barbie doll from the 1990s that represented the eco-feminists, environmentalists, free spirits and hippies of the time? With her tattoos, crochet bag, unbrushed hair and Northern Rivers upbringing, Feral Cheryl became the muse behind the emerging Melbourne brand, Feral.
Feral founder Fressie learnt about the Cheryl dolls from a ’90s back issue of Colors magazine. “I was cutting up magazines for a collage when I came across an issue… with this doll, Feral Cheryl,” Fressie says. “This doll accurately represents my values and embodies my environmental activism, approach to life and humour.”
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Growing up in a creative household, Fressie found a hobby in repurposing objects for jewellery and accessories. It was the 2020 lockdowns that inspired her to build a brand around her talents, making upcycled ties, tees, shirts and caps. Below, she shares the story of Feral so far.
Tell us about you. What’s your fashion background?
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Hey! I am Fressie (my name is actually Francesca, but Fressie is a sweet nickname chosen by my sister), more recently known as Feral. I grew up in a small regional town in north-western NSW where arts and crafts aren’t the mainstream. From my
earliest years, my parents fostered me and my sisters in an environment of creative freedom and expression.
… I don’t come from a professional fashion background, but the creativity of my family has been a constant source of motivation and inspiration. Each family member has their own artistic strength… I’ve learnt skills including jewellery, embroidery, screen printing and sewing, which have all made their way into Feral products.
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… I am currently in the last year of my undergrad in urban planning at the University of Melbourne. Within this degree, I have been able to study screen printing and street art, which have both fuelled my design intentions with Feral. In my studies, I interpret the use of spaces or their lack of use. I try to replicate this concept within my designs by utilising spaces and materials which other designers may disregard…
How did the label get started? Talk us through the process and the challenges.
It was the first lockdown of 2020 and I was in the middle of year 12. I needed something besides constant study… I was going through old belongings and found old jewellery pieces. My mother saw my interest in this and pointed me to necklaces she was no longer using. With those, I began dis and re-assembling them. I was making so many, I decided to post a few on Depop.
… I continued this very lowkey approach until the start of 2021 when I moved to Melbourne for university. I saw that Stupid Vintage in Windsor was interested in stocking accessories with a sustainability mindset, so I responded to the callout… before I knew it I was stocked at the coolest curated vintage shop in ALL of Naarm.
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I am so thankful to Warwick and Georgia for taking me in and trusting in me and all the random designs I bring in. Sometimes I feel overwhelmed and self-conscious about the technical skill of all the other creatives around me, but I remember all the amazing connections and memories I have made in the past two years with Feral. We are always learning. I
still facetime my younger sister for sewing tips – thanks!
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?
When I initially began Feral, it was to sell upcycled accessories through Instagram and Depop. I still remember some of the first earrings I made were from Lego characters and dad’s beer bottle caps. I have always been environmentally conscious and still carry that through my design process…
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I find myself drifting from jewellery lately to clothing [and] I enjoy the combination, like charms on clothing. My urban planning degree has assisted my graphic design skills and recently, I have been obsessed with creating fun edits of characters and people wearing my ties. This year, I hope to incorporate more blender and 3D art, as fashion does not need to be solely wearable.
Where did the name come from?
In 2020, my mother gifted me a large stack of Colors magazines from the ’90s. These magazines aren’t your typical coffee-table read. They are bilingual and each edit focuses on unique world cultural topics. I was cutting up magazines for a collage when I came across an issue… with this doll, Feral Cheryl. This doll accurately represents my values and embodies my environmental activism, approach to life and humour.
How would you describe Feral to someone who’s never seen it before?
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I feel [like]… the doll perfectly describes Feral – a wilder alternative to Barbie. And as said in Colors, “most importantly, she’s independent” (there’s no feral version of Ken). I love to play with blank, unassuming items, adding detailing to elements often disregarded, like hems and edging. I ultimately want to create things everyone can have fun and feel sexy in, regardless of age or gender!
Who do you think is most exciting in the Australian/NZ fashion scene right now?
I am loving the collaboration of arts at the moment! There is an exciting increase in the intersections of music and fashion. I was first introduced to this concept with my pop-up at the first Forever event at Radio Bar, hosted by my amazing
friends. They create a platform for young DJs, designers and artists to create, share and dance HARD!
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Then in December, we had a (very successful) pop-up with PinupGirl at Nocturne’s event at the Night Cat in
Fitzroy. Being a music event and community, this scene created a new form of interaction with my designs. It was great to be involved in this start-up and I am keen for another in Perth this March! This has ultimately allowed me to level up my creative expression within my designs and has transformed my self-expression.
What about the Australian/NZ fashion scene needs to change?
With the mass amount of fast fashion sold at extremely cheap prices, the appreciation of the true worth of items has been forgotten… however, I do believe this is slowly evolving, particularly in Naarm, with the stronger focus on maker’s markets, slow fashion and support for local artists.
Dream Australian/NZ collaborators?
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I really think Australia is pushing the boundaries of cross-disciplinary art and design. Someone I’d love to collab with is Arc-12, the multimedia skill is highly technical and a collaboration of fashion, tattooing and 3D design as a form of communication
is very exciting. Not to forget Ramptramptrampstamp, as its ability to rework everyday items in creative androgynous ways is inspiring.
Who is in your wardrobe right now?
I am (always) obsessing over Stupid Vintage, Exstasia, Sexiaz and Harlot Hands, who all have the best curated and handmade pieces. I also love to accessorise with sparkly tooth gems from amazing Hannah aka Snaggle Tooth Gems. The remaining bulk of my wardrobe contains prized op shop finds from over the years, plus my own Feral creations.
How can we buy one of your pieces?
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All pieces are one-offs and can be purchased at Stupid Vintage in Windsor. I also regularly upload pieces to my website and love taking custom orders through my Instagram.
Anything else to add?
Stay tuned for a Feral girl summer with PinupGirl! Word on the street is you could be rocking our custom soccer jerseys. And Boorloo, get prepared for a pop-up during a two-day block party in mid-March.
Browse the Feral collection here.
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