Katie & Tania - The Cassette Society

POSTED 28.12.2009 @ 15:27 (0) Comments

It all started with two like-minded friends who started designing funky sportswear back in 2006. Now in the new decade, the girls behind The Cassette Society have their sights set on world domination.

What are your backgrounds?
Katie: I studied fashion design at KVB Institute of Technology in Queensland back in 2000. I then worked for Martin and Savage wholesaling fabrics, then at the International dancewear label, Bloch, from that spawned the birth of The Cassette Society.
Tania: I studied arts (undergraduate) and then business (postgraduate) at uni. After uni I started working as a sales agent/distributor for various labels.

How did you become friends?
Katie: We had a friend who hooked us up for a meet-and-greet. What a piece of Amethyst – thanks Frankie boy!
Tania: Katie is creative/design focused and I am more focused on sales/business - we knew as soon as we got to know each other that we would be a great team.

How did you start the label?
Katie: The label began through Bloch International in 2006. Back then it had more of a sportswear-meets-fashion aesthetic whereas nowadays it's more streetwear. But, it hasn't forgotten its original design roots.

What are your roles?
Katie: We cross over a heap but I'm mainly design and Tania’s mainly sales. We share marketing and now have a production manager. Her name is Rachael Bailey, praise the Lord.
Tania: For the first two years we were the only people in the business, so we did everything from; production, invoicing, packing orders, stocktaking, and accounts. We now have lots of staff so it’s not nearly as intense.

Where do you find your inspiration for each collection?
Katie: We're normally into the same things at the same time. So, we rattle off what’s been grabbing us from movies, books, music, art and clothing - just whatever we've been losing it over. This winter, we’re feeling a sophisticated punk influence and by coincidence we’d seen Madonna in Desperately Seeking Susan and were listening to the Iggy Pop song PunkRocker and The Cure’s Why Can’t I Be You. At the moment we’re loving leather, lace, frills and sequins and it all just came together in perfect synchrony. As did the collection’s name, ‘Why Can't I Be You?.’

Who are your favourite designers?
Katie: Maison Martin Margiela – I love the underground element to the designer (you never see him) and LOVE Balenciaga and Wang and Balmain but who doesn't?! Also Ann D and Comme Des Garcons.
Tania: Alexander Wang, Isabel Marant, Vivienne Westwood.

How did you get picked up by General Pants Co.?
Katie: When The Cassette Society launched, General Pants Co. picked it up and sold it in six stores. By our second year, by the time Tania and I got together it grew to 20 by the following year it was in all of them.
Tania: We have been fortunate to have had the opportunity to grow the brand through General Pants stores.
Katie: I think they gave it a go because it offered something new to the market – it was sportswear made fashionable.

Who’s been spotted in your designs?
Katie: Vogue UK stylist Gillian Wilkins, Chrissy Amphlett, Cat Edwards, Uffie, Robyn and NUPC.

What should we expect to see in 2010?
Tania: We are currently working on a young designer collaboration with Sportsgirl that will launch in-store early 2010. We’re also releasing a new swimwear collection for summer 2010.
Katie: We’d all like to dedicate some time to overseas distribution, and get Cassette known more globally.

Any advice for up-and-coming designers?
Tania: Get as much experience as you can, work hard and be patient. After designing great collections and find a good PR.
Katie: Just figure out early in the piece what you are in it for. What you want, desire and need from the industry and then come up with a product that supports it.

The Cassette Society is stocked in 95 stores in Australia, New Zealand, Japan, Hong Kong, the UK and USA. Head online to thecassettesociety.com.au for the full range and nearest stockists.