Emerging Melbourne label Sardine Supply is an antidote to “boring” neutrals
WORDS BY MAGGIE ZHOU
“We want our garments to become the centrepiece for discussion just as the eccentric graphics of a sardine can.”
The founders of Sardine Supply don’t have a background in fashion, but they do have a collection of sardine tins. And sometimes, that’s enough to start your own label. In May this year, Melbourne duo Gemma and James launched their lifestyle-focused label, Sardine Supply. Exclusively online, you won’t find uncomfortable materials or stiff silhouettes on their site. Instead, everything is soft and everything is comfortable.
One day while commuting, Gemma found herself daydreaming about her and James’ joint stash of canned sardines. “[I] immediately felt the brand and vision forming in my mind,” Gemma says. “We knew we wanted the brand to be inspired by the bold and creative graphics of sardine cans.”
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The genderless label prioritises organic cotton and recycled material, but above all, it wants its wearers to have fun and spark conversation about its apparel. Below, we hear from Gemma about the label’s burgeoning journey.
Tell us about you. What’s your fashion background?
If there’s one thing to know about James and [me], it’s that getting dressed is undoubtedly the most enjoyable part of our day. We’re both from Naarm (Melbourne) but lived interstate for close to five years, where we came up with a wild idea to start Sardine Supply while working our very non-fashion-related jobs.
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We hit the ground running when we moved back to Melbourne in late 2021 and have been constantly inspired by the creativity and grittiness of this city which ultimately became the perfect anchor to get the brand off the ground. While we have no official fashion experience, this [is] a pathway we always wish we pursued.
Fashion has always played such an important role in our lives and is a big part of how we express ourselves. There is not a day that goes by where James and I aren’t critiquing each other’s outfits (largely constructive criticism ha!) or marvelling at strangers in the street for their style.
How did the label get started? Talk us through the process and the challenges.
Sardine Supply was our COVID-19 love child which ultimately took us two years to bring to life in a physical product. It was a slow burn, but it gave us the time to really hone the vision and product while juggling our other work responsibilities.
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In terms of challenges, fabric selection was probably the most enduring part of the design process. We had a super clear vision of what we wanted our garments to look and feel like and, most importantly, be made of. Many iterations and samples later, we finally got there.
We then went through the process of trying to find a digital marketing agency we felt aligned with our brand and could help bring the vision to life in front of the camera and online. Again, being very particular about what we wanted, we approached many agencies before we found one we were sold on. While this process took time, it was well worth the wait to know we were working with people who truly got our brand.
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Where did the name come from?
Like many of my other brilliant and terrible ideas, they tend to come to me when I am commuting. I had been reflecting on our collection of sardine cans and immediately felt the brand and vision forming in my mind. I remember calling James and telling him, “We’re gonna call it Sardine Supply”.
From this point on, we knew we wanted the brand to be inspired by the bold and creative graphics of sardine cans that we had been personally admiring and collecting for years.
How would you describe your brand to someone who’s never seen it before?
Put simply, Sardine Supply creates bold, elevated and conscious garments. When designing, we really focus on colour, comfort and having fun with our designs and graphics. Our brand pays homage to sardines and their packaging and you will see this throughout the colours we use and the fun graphics featured on our tees and accessories.
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We want our garments to become the centrepiece for discussion just as the eccentric graphics of a sardine can. Fashion is supposed to be interesting and enjoyable and want people to feel that when they look at our brand.
What are you most proud of in your work on your brand?
We’re so proud to be a brand that celebrates bold and colourful clothes… in a thoughtful way through our fabric selection (organic cotton, recycled materials, non-chemical dyes). While there is rightfully a move towards capsule wardrobes and more neutral colours, we feel the world would be incredibly dull if everyone just wore black, white and cream (very rich coming from two Melbournians, I know). And as far as we are concerned, dopamine dressing is very much a thing and Sardine Supply really embodies that concept.
What do you wish you had known when you started?
We feel like we have only just started so are confident there are many learnings coming our way, however one thing that has become really apparent is that no one is going to understand or care as much about your brand and vision like you and so it’s your responsibility to help bring people along for that journey and communicate what that is to everyone.
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What is most exciting in the Australian and New Zealand fashion scene right now?
There is absolutely a shift in purchasing and broader consumer habits. It feels like there is such a spotlight on Australian and New Zealand brands at the moment, and what an incredible opportunity for that talent to be showcased on a bigger stage. We have so many leaders in our own backyard and across the Tasman Sea showing us what is possible when building and sustaining a conscious brand. We can’t wait to follow in their footsteps (A.BCH is doing incredible work in this space).
How can we buy one of your pieces?
Our first collection is small, mighty and available at sardinesupply.com [and] @sardine.supply. Think bold colours, recycled fleecy fabrics, sardines on certified organic cotton and silky scarfs. Keep your eyes peeled for our second collection dropping later this year.
To take a closer look at Sardine Supply, head here.
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