Honest Studios is the Melbourne mother-daughter label prioritising low-impact design
IMAGE VIA HONEST STUDIOS
WORDS BY CAIT EMMA BURKE
“The whole idea behind Honest Studios was to create a business that had simple, honest values.”
For some, the very thought of going into business with a parent would fill them with dread. But for Melbourne mother-daughter duo Suncana and Tesa Lea Gogic, launching a label together made perfect sense. Tesa’s final year studying styling and creative direction coincided with her mum Suncana choosing to rebrand her self-titled label.
Tesa had already learnt about design and what it takes to run a label through Suncana, and together they took a leap of faith and launched Honest Studios in 2015. The values that drive the label are evident in its name; simplicity, honesty and slow, sustainable living.
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The label creates based on demand, uses predominantly repurposed, deadstock and vintage fabrics, and promotes circularity by holding classes where they teach people to sew and mend their clothing.
Based out of their Fitzroy studio and store, the pair handle every aspect of Honest Studios, from sampling, production and eCommerce to marketing and teaching classes. Below, Tesa shares what the journey’s been like so far.
Tell us about you. What’s your fashion background?
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I didn’t study fashion exactly but instead did a Bachelor of Design specialising in Styling and Creative Direction. However, I learnt everything I know from my mum and now business partner. The beginning of Honest Studios was a product of my final year at university combined with the re-branding of my mum’s fashion label which at the time was self-titled Suncana. Together we started Honest Studios and that was eight years ago!
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?
The whole idea behind Honest Studios was to create a business that had simple, honest values. Creating as ethically and low impact as possible, whatever that project may be. At the moment it’s making clothing using surplus, vintage and repurposed fabrics. Also teaching others to sew and mend their own clothes to promote the idea of slow sustainable living.
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Being a responsible business that only creates on demand, has minimal wastage and aims to inspire others to create [is important to us}. We’ve definitely grown even more passionate about what we do than when we started.
How would you describe your label to someone who’s never seen it before?
We love simple lines and minimalist details but with a fun twist! That could mean visible lilac stitching on a black fabric or making a vintage floral tablecloth into a boxy cut shirt. We create all our patterns in-house, Suncana is incredible at taking an idea from sketch to a 3D form. This allows us to simplify our designs so each one feels very honest.
What are you most proud of in your work on your label?
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I’m most proud of the fact that the two of us run every aspect of the business. From pattern making, sampling, all production, running our store, managing eCommerce from web stuff to marketing and teaching classes. As small business owners know, the list goes on and on!
What do you wish you knew when you started?
That not everything you put out there has to be perfect! Striving for perfection can really kill creation. I’ve had to learn to let go and learn along the way. Listening to feedback from customers and tweaking things over the years has shown me all the different challenges people face when they get dressed.
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Sometimes there’s so much going on behind the scenes. It feels amazing to know that we can help someone feel a touch more comfortable or confident in their day.
What about the Australian fashion industry needs to change?
I would love to see more labels manufactured in Australia and increase the production industry here. It would also be amazing to bring back fabric production to Australian shores as there once was. Instead of selling sheep’s wool overseas to be made into fabric, manufactured into clothing and then shipped back to us.
Dream Australian collaborators?
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Can’t go past my bestie Hello Sisi. She makes the cutest bags and working with her would be so much fun!
Go-to dinner party playlist?
I’m not shy to admit that I’m a sucker for ’90s/early 2000s R&B/pop and ’70s disco. On repeat.
Who is in your wardrobe right now?
Apart from an archive full of Honest pieces, I’m lucky enough to stock so many of my friends’ labels in the store. Form by T and Baggins are my go-to everyday pieces along with a slight vintage jeans obsession. If I do go shopping I love the designer consignment store Swop on Smith Street.
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Currently, Mum and I are going through a knitting phase so I’ve been wearing a lot of vests and cardigans. I’m a serial outfit repeater, if I find something I love I’ll wear it 100 times.
How can we buy one of your pieces?
In our studio/store at 201 Gertrude Street, Fitzroy or via our website at honeststudios.com.au.
To explore Honest Studios’ range, head here.
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