AussieBum has transformed the world of swimwear and for those that already lived the experience, it is an addiction that got you hocked up to their lifestyle. Summer is here and you can’t miss the opportunity to be in style and ready to hit the waves, get the perfect tan, and conquer that summer love. We contacted aussieBum’s head designer, Sean Ashby, to get to know more about the brand that is already swimming around the world.
MV: Sean, thank you for the opportunity to have you in Metrovelvet and for giving some time from your hectic agenda, but tell us how aussieBum was conceived, where was it all started?
Sean: It started in 2001 on the shore of Bondi Beach. I was unemployed and couldn’t get a job. I used to wear swimwear all the time as I spent most of my time at the beach so it became a signature of myself until I found I couldn’t buy the style I had grown up with as a child. In Australia today we don’t have too much we can call truly Australian anymore as all the big inventions or brands have been sold off. I was annoyed I couldn’t buy the swimwear I grew up with and decided if I loved wearing this style, there must be plenty of others who felt the same. It was on Bondi Beach that I decided to make my own swimwear that reflected our country’s beach loving culture. I used the money I had saved for a home loan to invest in starting my own business. I figured if no one would give me a job, then I decided to create one myself. The brand is called aussieBum. I called it this because I was an Aussie and at that time I was a beach bum. My idea was to make the swimwear in the morning, sell it to my mates and tourists on the beach and in the afternoon I could do what I enjoyed most – spending time at the beach.
MV: Did you ever think the label was going to be that big internationally, from Asia to South America and of course Europe?
Sean: Never in a million beers did I think aussieBum would become a global brand. Initially I had no plans to sell it overseas until all the retail buyers in Australia refused to stock the brand because they felt it would not compete against international brands. This really annoyed me though it did give me the motivation to prove them wrong. It was that point that made me want to prove them wrong and show that I could make it as successful as those brands they felt I could not compete against. The brand grew from a cult following locally, then expanded to overseas with the help of the internet and many hours trying to figure out how to build my own internet e commerce site.
MV: Who do you design for, your target customer?
Sean: Initially I designed for myself. I created styles I liked to wear. I was not a trained fashion designer so it took a lot of trial and error along the way. Once I started to travel because of work, I was then influenced by other cultures and designs. This is why today we have such a large variety of designs that reflect so many styles. I’d always loved color and this played an important part in the ideas I came up with. Our customer today ranges from the very fashion trendsetter to the more classic guy who does not want to be seen wearing labels, rather garments that are made using the world’s best fabrics and innovation.
MV: What is the philosophy behind your designs?
Sean: My philosophy is really quite simple – Because I live in Australia and remote from all our major competitors, it allows me to design without feeling the pressure of what everyone else is doing. I start with the colour theme, then I develop the idea or theme behind each new range. This can vary from style to style as each is specific for a certain look. In Australia guys don’t like standing out in swimwear, they like to blend in with the atmosphere so my designs are reflective of the lifestyle we live in. In comparison to Europe, I aim for simple yet strong classic shapes and create a palette of colors that are unique to summer for that particular year.
MV: How many collections do you launch per year? Could you tell us about the 2010 Collection?
Sean: Our ranges follow summer around the world, so I create three summer ranges each year. One for Australia and Asia. Then North America and finally Europe. Each range is an extension of the previous range. It’s also not unusual for me to change total direction because we have discovered a new fabric or colour palette that is much stronger than the last. We are fortunate also because we don’t have to design too far in advance. Typically I create about 12 weeks out from the start of each season. We can create a new style and have it on sale within 1-3 weeks normally. We can do this because we still manufacture in Australia. This is something I am particularly proud of.
MV: Personally, I’ve been buying your product since 2003 (a bit late since your label was founded in 2001) and what I love the most is the fit and quality. Talk to us about the process — how long does it take from the original concept of your idea until the product hits home?
Sean: The trick is developing the perfect ‘block’ – this is the principal shape. I am fortunate to have a very talented team of people who each contributes to the garments final fit. It is not unusual for me to come up with a new idea on Monday. We have it sampled and any adjustments made by Wednesday. We shoot using the prototype Thursday and because all the marketing is done in house we can have it on sale by Friday. Over the weekend the garment goes into production to meet the initial internet orders for Monday. I am also strongly influenced by the feedback our customers provide. If they don’t like something, I am quick to have this resolved. After all they are the customers 
MV: Aussiebum is a 100% made in Australia, in this time and day where the cost cutting is a priority, you guys are still giving a 100% pure quality. How do you manage to achieve that?
Sean: We have a very unique business model. We don’t have a traditional sales force. Actually we don’t really have one. All our buyers deal direct with us from around the world so we can save on costs here. I still do all the principal photography, artwork and designs so that cuts a bug chunk out of our companies costs also. It’s because of this we can remain competitive against the bigger brands and still manufacture in Australia. Our manufacturing costs are approx 10 times more compared to manufacturing in China, however I am very firm on our garments being made in Australia because this is what we are marketing. I have also ensured this will always remain this way because of the way we have structured the companies production processes. The other important fact is we get to quality check every garment before it is sent out. In saying this, we also grew by 40% during the global financial crisis and continue to grow when other more traditional companies struggle with the current business climate.
MV: Aussiebum Underwear is a constant evolution from colors to the banding itself, what is cooking in your work table for 2011?
Sean: In underwear, expect to see designer label underwear to slowly disappear and be replaced with garments that are more socially acceptable. The global financial crisis made consumers think twice about what underwear they buy. They still want quality, comfort and style, however they are not too keen on all the extra trimming. Sport cuts are also becoming more popular. The hipster is becoming more and more popular also. Cotton is still king in the type of fabric consumers like to wear, however this is now being challenged with more environmentally friendly fabrics that have a much lower environmental impact.
We’re going for the sexier angle. We want guys to look hot when they drop their pants. Consumers also don’t want to wear the same thing everyone else is wearing today. It’s become a lot more personal as underwear also reflects the person’s true personality.
MV: As a designer, what would you say to your fans around the world?
Sean: Thank you, thank you, thank you for giving me and my crew the opportunity to do what we love to do. I am a loyalist at heart and refuse to conform to make our garment more accessible to the broader market. We limit the number of outlets that sell our products and we create based on what our passions are at that particular time and not necessarily on what the market dictates. I will never forget where the brand comes from and who has helped make it the success it is today. I’d like to think we are still surprising many with our styles and our ideas. I believe its because we have not lost the passion a company like ours needs to survive. And it’s all because our customers have been part of our journey.
MV: And finally, what are the three pieces from aussieBum a bloke cannot live without?
Sean: The Classic aussieBum Undie: This is the style that will last longer than anything else you own. It’s like a good bottle of wine, the older they get the more classic they become. Journey style underwear. This has to be one of the most comfortable and best cuts we’ve ever produced. The fabric is like butter and moulds to your body’s shape perfectly regardless how big or small you are. The classic Aussie Cossie – 100% Nylon swimwear. You can wear them under shorts if you’re carrying a little more weight than normal. Or if you are confident, then drop the shorts and let the world see just how sexy a man you are.
Contact Information:
- Website: www.aussiebum.com
- Jonathan Mastin
- Luis Enrique Diaz
By JC Parra
Photography by Joshua Degel
Assistant Patrick Perez