Meet Krool, the Melbourne-based label we can’t stop seeing on our friends
PHOTOGRAPHY BY ALEX DAY
WORDS BY DAISY HENRY
“I wanted to be a painter but I wasn’t very good at it.”
We first heard about Krool from Jasper, the founder of Melbourne streetwear brand, WOAT in a recent fashion profile. Then, I noticed the Krool shopfront while on the tram along Brunswick Street. Not long after that, I was at a friend’s birthday party where she showed me a new pair of silver hoop earrings that she received as a gift. Also from Krool.
Ever since, I knew I needed to find out more about Krool and why seemingly everyone was talking about it. A quick scroll through its Instagram page told me all I needed to know: from handmade jewellery to vintage-inspired clothing, no one else seems to be doing it quite like Krool.
For more fashion news, shoots, articles and features, head to our Fashion section.
Founder and designer Angus Smith is creative at heart. “I really enjoy creating characters or worlds in my head, and designing products for those ideas,” he says. Though Angus first wanted to be a painter, he ended up doing an apprenticeship at a high-end manufacturing jewellery shop that spoke to his love for creativity (while also paying a wage). From there Krool was born. Starting as a side project, it’s now an online and physical store – where Angus and his employees make all their jewellery by hand.
Tell us about you. What’s your fashion background?
I grew up in Newcastle and Mulubinba in NSW. My background has always been in jewellery. I loved art in school. I wanted to be a painter but I wasn’t very good at it. I started an apprenticeship at a high-end manufacturing jewellery shop, as I thought it was still creative but skills-based and paid a wage. I struggled for the first two to three years then really started to love it once I started designing my own pieces.
View this post on Instagram
How did the label get started? Talk us through the process and the challenges.
I started the label in 2019, it was maybe the golden age of Instagram for a brand in those days. I feel like people were getting a lot of exposure from content that didn’t require too much attention. The Instagram very slowly grew and after a few years, I had an audience and a pretty expansive catalogue. That’s when I felt I started designing a bit more intentionally and gained a clear brand identity.
Around the same time, I opened up a storefront and the brand then had an online and a physical presence which helped. [There were] a lot of challenges along the way – money is always the biggest. I’m a pretty anxious guy, so I’d say the biggest challenge is just taking financial risks and learning how to cope with that stress.
View this post on Instagram
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?
I think at first, I just wanted to not have a boss and make jewellery and videos and clothes. Now it seems it’s a bit more focused and curated. I really enjoy creating characters or worlds in my head and designing products for those ideas. I’ve become very invested in designing objects with moving parts, giving the jewellery a purpose or solving a problem while maintaining a stylistic vision.
How would you describe your label to someone who’s never seen it before?
Haha, that’s hard. I feel like I steal all my ideas from movies so maybe I’m like a bootleg Bali DVD.
View this post on Instagram
What are you most proud of in your work on your label?
I have a space on Brunswick Street – I love it so much and I’m really proud of how it feels in there. It’s also a very efficient manufacturing studio. Me and my employees handmake all our pieces in there. I’m proud everything can be made to order with some pretty fast turnaround times, and customers get to come in and see where it’s made.
I also have a new collection called Fuedal Form. I’m really proud of that as well and I put a lot of work into it.
What do you wish you’d known when you started?
Hmm, that’s tricky. I think maybe I wish I knew that no one really cares as much as you think they do. I mean that in the sense that I used to be so stressed that if I put out a product or piece of content that didn’t do that well, I’d be publicly shamed for it. But in reality, everyone just sort of tunes out and then tunes back in when something interests them. I feel like you can always re-engage your audience if you just keep creating and designing more and more new shit.
View this post on Instagram
Who do you think is most exciting in Australian and New Zealand fashion right now?
I don’t know if I have a sufficient answer for that. I only moved to Melbourne a year ago and before then felt very removed from the Australian and New Zealand fashion world. Since being here I’ve met so many creatives and designers. It’s exciting, but overwhelming to try to consume everyone’s stuff. But I’ll say Posture Studios. They design so intentionally – it’s inspiring.
What about the AU/NZ fashion industry needs to change?
Again I really don’t know if I’m deep enough in the scene to comment. I think economically, more opportunities for creatives and independents to get spaces on main streets to be able to showcase and create art instead of having strips full of big business.
If everyone had the time and capacity to create full-time like I’m lucky enough to, I think there would be some beautiful projects coming to light. It’s so impressive the things people can make while also studying, and working part-time or full-time in a different industry.
View this post on Instagram
Dream Australian/NZ collaborators?
Daniel Johns, Ben Quilty or Oporto.
Go-to dinner party playlist?
I actually have a good one here. No lyrics, strictly vibe.
Who is in your wardrobe right now?
I wear a lot of Yardsale, which is a UK brand. Also, Smile and Wave, WOAT and R.Sport. All the homies.
View this post on Instagram
How can we buy one of your pieces?
I have an online store. But if you’re in Fitzroy, come into the store and introduce yourself. I love a chat and you can see where the magic happens. It’s 381 Brunswick Street.
Anything else to add?
Shout out to my mum for raising me and giving me this life.
Head here to explore Krool’s collection.
Liked this? You’ll love these...
