Australian label Summi Summi is making basics fun again
IMAGE VIA SUMMI SUMMI
Words by Kate Streader
“The whole reasoning behind the brand, now more than ever, is that fashion is for everyone.”
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While a career in fashion wasn’t always the plan, Ashleigh’s foray into making children’s clothing quickly evolved into her now beloved brand after customers started asking for her designs in adult sizes. And although the business has boomed, Summi Summi’s ethos of creating sustainable, limited-run collections crafted using natural fabrics still stands strong.
Tell us about you. What’s your fashion background?
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I don’t really have a fashion background, per se. My mother was a wedding dress seamstress and made all of her own clothes when she was my age. When I was young, she tried to pass on the skill but it didn’t quite stick. She would also travel to LA very often for work and on her return, she would always bring me a shiny new copy of Teen Vogue. Subconsciously, my fascination for fashion grew from there.
After school, I didn’t have the patience for university, so I became a flight attendant. All of my knowledge is self-taught and I’m learning more every day with the guidance of some amazing women.
How did the label get started? Talk us through the process and the challenges.
It all started after I had my first daughter. I was on maternity leave and had moved to a small town, so I knew I had to find my own way to make an income. I started out with making children’s clothing and learnt very quickly it wasn’t as easy as I thought it would be. I’m quite stubborn, so although I wasn’t making any profit, I kept going and learning. I made a lot of mistakes and grew my knowledge.
After about three years, I started having lots of customers asking me to make adult sizes. I did one bodysuit as a trial and it sold out. After that, I actually made my first bit of profit so I decided to take the plunge, I rebranded the whole business and pivoted into womenswear. At this point, I now had two daughters, a part-time job and was trying to grow the new label. To say it was challenging would be an understatement, but I didn’t rush anything and took my time, which served me well.
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?
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At the time, it had become a hobby and a way to make a little extra pocket money. It grew quickly in the beginning and I realised I could actually make this a full-time job for myself. The whole reasoning behind the brand, now more than ever, is that fashion is for everyone…
How would you describe your label to someone who’s never seen it before?
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… It is a fun Australian label that stylishly blends contemporary designs with coastal vibes… featuring limited collections of ribbed cotton basics, linen sets, oversized tailored shirts, swimsuits and signature dresses. Think bright colourways, statement prints and wardrobe essentials in classic neutral tones. Summi Summi silhouettes effortlessly take you from picnics to parties by balancing beauty and wearability in harmony.
What are you most proud of in your work on your label?
I’m proud that I’ve created a job not just for myself but for other women (and men) as well. It feels good to know we work to a sustainable ethos as well.
What do you wish you knew when you started?
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I wish that I knew I had it in me. I had (and still have) so much self doubt. Sometimes I need to take a step back and look at what I’ve achieved… so far.
What about the Australian/New Zealand fashion industry needs to change?
The industry needs to stop glamorising unhealthy body image. We’ve come so far in being a lot more inclusive of all types but unhealthy goals and expectations to be thin are still SO prevalent.
Go-to dinner party playlist?
So I’m quite well known by my friends to play pretty ridiculous playlists. It’s always something inappropriate like house party or Fred Again radio. You never know what you’re gonna get from me.
Who is in your wardrobe right now?
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90 per cent Summi Summi, of course, and then maybe 10 per cent denim shorts and jeans.
How can we buy one of your pieces?
You can buy online at summisummi.com.au or from one of our amazing stockists.
See the Summi Summi range here.
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