Something Else Today Something Else emulates a collective culture that opens ones eyes to the ‘something else’ in our current existence. Representing a unique vision, which provides consumers with personal expression, Something Else has built a brand centered on the merging of art and fashion, creating a global mindset that continues to captivate diverse markets around the world. Consistently evolving and drawing inspiration from its environmental surroundings, the Something Else aesthetic delicately balances between the desirable and the accessible. Something Else is inclusive rather than exclusive, bringing together a global community of artists to nurture and celebrate the brand’s creativity. Not only does this define the essence of Something Else, it lays the conceptual foundations to grow and diversify the brand season upon season. Achieving worldwide recognition throughout its short life and continuing to push innovative boundaries, Something Else challenges the conventional fashion world, adapting creative and cultural surroundings to create a truly global brand in terms of influence, offering, input and appeal and in turn, deliver complete creative immersion.
Timeline Long before the rise of the collaboration, Something Else was created to fill the cultural void between conceptual, creative sensibilities and wearable fashion. 2004: Something is established by designer Natalie Wood, and is launched exclusively in Australian retailer, General Pants Co. 2005: Something Else, a high-end diffusion of the Something label, is born, catering to a premium account base who want in on the Something Else world. 2006: Something Else premieres its ‘Living Dolls’ collection at Mercedes Benz Australian Fashion Week. Creating an impressive life-size dollhouse, the brand is propelled into the media spotlight. This same year, international distributors and agents come knocking and are appointed to launch the brand worldwide. With a sophisticated outlook, fresh point of difference and global appeal, 2006 marks the beginning of rapid expansion. 2007: The acclaimed installation ‘Paradise Lost’ is launched during Mercedes Benz Australian Fashion Week. A warehouse is transformed into a beautifully decayed house and media reviews rave about the brand’s unique point of view and highly charged creativity. 2008: Something Else starts designing three global collections a year and expands its artist program to work with both local and international artists. 2009: Something and Something Else merge into one brand, and Something Else, as we know it today, is established. 2010: A further evolution of the Something Else brand, an exciting eyewear capsule is introduced to product mix, allowing Something Else to expand its customer and retail base beyond its existing market. 2011: Something Else collaborates with Australian icon and artistic legend, Ken Done, to produce an exclusive capsule for its ‘Submerged’ collection. Unprecedented sell through and global media coverage follow. 2012: Something Else enlists UK famed artist Julie Verhoeven to work on it’s ‘Outlaw’ collection, affording the brand huge growth in both sales and brand awareness within the European marketplace. This same year, designer Natalie Wood leaves the brand, which in turn allows Something Else to welcome a new collective of designers to continue the brand’s creative journey. Today: Something Else is now available in twenty countries around the globe and continues to push boundaries in fashion, design, marketing and business development.
Brand Vision & Values “Something Else is all about clothing that suits the various facets of our personalities and draws upon the romantic and spiritual inspirations of life and nature. It’s about transforming this mindset into wearable, loveable pieces and ensuring that everything looks effortless” founder Natalie Wood once said. Whether influence is drawn from art, popular culture or the environment, Something Else is the ultimate creative forum. Centered on the ability to showcase talent from emerging and renowned artists from around the globe, Something Else merges art with fashion to achieve a high-end fashion sensibility at an affordable price. Completely unique in its inspiration, far from trend driven and aiming to give the consumer timeless wear ability, the drive for Something Else is to create its own aesthetic and sensibilities. Representing a covetable lifestyle, relaxed yet always well presented, a subtle sense of luxury and the ultimate conduit of self-expression surrounds Something Else. Celebrating creativity and that ‘something else’ in the everyday, Something Else believes in promoting the strength of individuality and holds a unique point of difference, allowing the brand to be open to interpretation and cultivate its own spotlight.
The Something Else Girl Independent thinker. Free spirit. Evolved soul. The Something Else girl has a tendency to stand-alone. Rather than walk in a line, she seeks out the lead and aspires to be more than she already is. Into alternative ways of living, being and expressing herself, she aspires to be a little left of centre, to cause change and leave her mark on a messed up world. She’s part tomboy, part rascal, part thinker, part heartbreaker. Creative, artistic and stylish, she is down to earth and approachable, the girl next door with a few hidden secrets. The Something Else girl likes the boy in the band. She’s the girl who everyone else wants to be. Music, art and culture are her creed. You’ll find her hanging out in the city or by the sea. She loves nature and being outdoors. Culturally aware, she loves the blending of creative fields, avoiding the mainstream and is forever inspired and inspiring. With a curiosity for life, she stands up for her beliefs and is a true individual. She’s into fashion and style yet isn’t consumed by trends and what’s ‘cool’ – within herself she defines these things and uses fashion as a way to express her personality. Timeless, easy to wear yet directional pieces are her wardrobe essentials; her style is a little laid back with a distinct flair and edge. Over the years she has matured, toughening up and taking a little more responsibility than many of her peers. Her future is bright and everyone around her knows she has great things to come...
Special
Projects
SOMETHING ELSE X JULIE VERHOEVEN
HIGHWAY OF THE BRAVE BY INDIGO CLARKE
Collaborating with acclaimed UK artist, Julie Verhoeven is by far one of Something Else’s proudest moments. Having long admired Verhoeven’s work, the Something Else collective invited the artist to contribute to its Spring 2012 collection, ‘Outlaw’. Exploring the journey across the savage Arizonian desert landscape, Verhoeven’s creations drew upon her love of illustration with vivid, poetic undertones, creating a bold, striking and somewhat intense visual palate for the overall collection. In her words, “close your eyes and be consumed by the black magic, symbolism, and out of this world ritualistic experimentations”.
Narrating a spoken word, New York-based, Australian writer, Indigo Clarke lent a beautifully dark prose of short fiction to accompany Something Else’s Spring 2012 ‘Outlaw’ collection. Inspiring and collaborating on several elements of the collection including three unique ‘Indigo’ designs, Clarke lent her celestial illusion to the Something Else girl.
Special
Projects
SOMETHING ELSE X KEN DONE
SOMETHING ELSE X MAYA VILLIGER X JULIA NOBIS
Taking a mystical underwater journey alongside a super hero of the marine world, Something Else was proud to collaborate with iconic Australian artist Ken Done on its Summer 2011 collection, ‘Submerged’. Paying homage to the artists’ renowned coral reef paintings from 1978 - 1990 by having the brand’s Art Director, George Barnes, digitally re-master them, the collection showcased a new take on Done’s symbolic art, very much reflective of a new age aesthetic. Witnessing record sales and PR, ‘Submerged’ was a testament to the brand’s ability to create wearable, commercial art.
Celebrating the launch of its Spring 2012 collection, ‘Metamorphosis’, Something Else launched a multimedia collaboration with world-renowned fashion photographer/journalist Maya Villiger (www.turnedout.tv) and Australian supermodel, Julia Nobis. Taking inspiration from Something Else’s eccentric twist upon nature, the collaboration, fronted by Nobis’s remarkable looks and Villiger’s artistic touch, provided the perfect luxe, decorative aesthetic to support the intricate prints, delicate shapes and unexpected garment construction within the collection.
Special
Projects
EXTINCTION SUCKS
INCU WINDOW PROJECTS
The ‘Extinction Sucks’ initiative is no exception to the creative and environmentally conscious ethos of Something Else. Bringing this ethos to life, an artist is commissioned each season to create an exclusive piece of artwork for a limited edition ‘Extinction Sucks’ T-Shirt. Sales from the garment go directly to the Australian Foundation, committed to the protection of endangered animals.
The Incu Window Project celebrates the work of artists and designers through changing installations at their respective retail stores around Australia. In 2009 Something Else was invited to curate the window space with a sculpture representing the ethos of the Something Else brand. Highlighting the inspiration from the Spring 2009 collection, ‘The Sound of Light’, giant dream catchers, filled with colours of the rainbow, were created with the glowing of fluorescent pink, yellow and orange strings complete with pompons, feathers and sparkling embellishments.
Special
Projects
‘CASTAWAY’ FILM BY LORIN ASKILL
UTOPIA BY PIERRE TOUSSAINT & JONATHAN ZAWADA
Lorin Askill is a Sydney based Director and Artist who works in both Australia and overseas. For the Spring 2011 collection, ‘Castaway’, Something Else invited Askill to the collective for the first time. Debuting a short film, aptly titled ‘Castaway’, the piece effectively took its audience on a haunting journey of the Castaway, all the time exploring the landscape and its natural elements.
For it’s Winter 2008 collection ‘Utopia’, Something Else commissioned renowned Australian photographer, Pierre Toussaint and internationally acclaimed artist, Jonathan Zawada to create a beautiful photo book symbolizing the aesthetic and inspiration behind the collection. Comprised of several of Toussaint’s personal works, including ‘Apple’, ‘Redfern’, ‘Charlotte Eiffel Tower’, ‘Zippora Seven’ and ‘Tokyo Harbour’, ‘Utopia’ was printed as a limited edition book and was showcased in an exhibition in Sydney, Australia.
Special
Projects
PARADISE LOST
LIVING DOLLS
Following up “Living Dolls” in 2007 was the equally successful installation “Paradise Lost”. Transforming a warehouse in Sydney into a beautifully decayed house as part of an installation staged during Mercedes Benz Australian Fashion Week, Something Else once again further drew its abidance into it’s world.
Making its official debut at Mercedes Benz Australian Fashion Week in May 2006, Something Else premiered its “Living Doll’s” collection. Creating an impressive life-size dollhouse at the Paddington Town Hall, the brand was propelled into the media spotlight.
Previous Collections The Astrologer Time Traveller Neon Moon Outlaw Metamorphosis Submerged Castaway Middle Of Nowhere Melody Of Structures Higher Than The Sun Illuminous Reflections Sunrise Of The Dancing Shadows The Sound Of Light Spirit World End Of Invisible String Paradise Lost Living Dolls
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Australia’s Colourful Legacy
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After years of shunning our colourful fashion history, Broadsheet meets the new generation of Australian designers embracing the vibrant aesthetics of fashion’s past.
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Fashion
chanel sunglasses, $440.
by Janai anselmi PhotograPhy by Geoff Boccolatte
prints charming
marVin “Palm leaf” cami, $155.
Digital fabric printing makes for a kaleidoscope of hues this summer. Pair with block colour. chanel bracelet, $1380.
Dinosaur Designs “collage waterfall” dropstud earrings, $190.
an oDe to no one dress, $1032.
something else “J.V. cactus” shirt, $170.
estilo “stone & tango” bag, $365.
august street “gloria” maxi skirt, $120.
GinGer & smart sprinG/ summer 12/13
g-star “solomon” belt, $60.
stylist tips gorman “yes!” dress, $199.
a digital print is a fresh and modern way to brighten an outfit without using conventional patterns. they should appear man-made, and are not to be confused with watercolours or florals.
elke “resounding” pendant necklace, $290.
Balance out the modern print with retro styles like tasselled wedges, structured handbags and pendants. coordinate digital prints by drawing out a key colour, then team with a block colour in same tone. choose a single piece for your digital statement – too many will look messy. soft fabrics like silk and georgette help create movement.
melissa “Peace” yellow wedges, $140.
web wish
gorunway.com
mettle Fair traDe digital print scarf, $170, from the iconic. theiconic.com.au
ginger & smart “neonature” twotone heels, $440.
soles “boot this – aztec” boots, $160. stocKists: an ode to no one (02) 9698 7682 auGust street auguststreet.com.au chanel 1300 242 635 dinosaur desiGns (03) 9827 2600, (02) 9698 3500 elKe (02) 9368 7711 estilo estiloemporio.com.au GinGer & smart (02) 9380 9966 Gorman gormanshop.com.au G-star shop.g-star.com marvin marvinclothing.com melissa (03) 9689 1500 soles (03) 9427 0796 somethinG else something-else.com.au
november 3, 2012 Goodweekend
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RHIANNA
NICHOLE RICHIE
ANNA LUNO
BETHANY (BEST COAST)
LINDSAY LOHAN
RHIANNA
ZANITA
TAVI (STYLE ROOKIE)
BAT FOR LASHES
NEW YOUNG PONY CLUB
Global Network Maintaining a truly global network, Something Else’s distribution channels compliment the brand’s unique positioning and form the basis for future global growth and development. With a total of eight distributors set up across key international territories, Something Else is available in twenty countries around the globe including Australia, Belgium, Canada, China, Denmark, France, Germany, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Saudi Arabia, Singapore, Taiwan, Thailand, Turkey, United Emirates, UK and USA and has a global HQ based in Sydney, Australia.
Stockists Something Else has the ability to sit within a broad spectrum of retail environments. Whether it be Department Stores, chains or high-end boutiques, Something Else’s brand diversity allows the brand to perform well, further reflecting the varied Something Else consumer, unique product mix and increasing demand for the brand. Key accounts Something Else experiences success through include the likes of Incu (Australia), The Department Store (New Zealand), IT (Hong Kong), Beams (Japan), Urban Outfitters (UK) and Satine, Saks Fifth Avenue Direct, Madewell, Anthropology and Shop Bop (USA). While wholesaling is the key focus for Something Else, the brand boasts a thriving E-Commerce platform, which allows Something Else to showcase its entire seasonal collections to a worldwide audience.
Australia BRAND MANAGEMENT | Bleach | Skye McRae | Global Chief Marketing Officer 14 Mentmore Ave. Rosebery NSW 2018 Australia P +61 2 8373 9300 | F +61 2 8373 9399 | E skye@bleach.com.au
New Zealand NEW ZEALAND | Stem Distribution Ltd. | Sunita Wehrle | Account Manager 11 Westmoreland St West, Grey Lynn NSW ZEALAND P +64 21 67 46 53 | F +64 93 60 18 79 | E sunita@stem.net.nz
S.E. Asia ASIA & MIDDLE EAST | Electric Sekki | Vivenne Ng | General Manager 4/F BT Centre, 23 Wong Chuk Hang Rd. Wong Chuk Hang, HONG KONG P +852 2544 9020 | F +852 2544 9223 | E vivienne@electricsekki.com
Japan Big Bro | Takeo Okoshi | Director 5-23-6-1A Jingumae, Shibuya-ku 150-0001 Tokyo, Japan P +813 5778 0085 | F +813 5778 6090 | E info@bigbro.co.jp
United States Of America USA | EM Productions | Lisa Elliot | General Manager 860 S. Los Angeles St. #402 Los Angeles CA 90014 USA P +1 213 614 9292 | F +1 213 614 9255 | E lisae@emprds.com
Canada CANADA | Agency One | Ken Georgopoulous | Director 10 Wingold Ave. 2nd Floor. Toronto ON M6B1P5 CANADA P +1 416 703 2916 | F +1 416 703 8476 | E ken@agencyone.ca
United Kingdom UK | Out & About Showroom | Lisette Jordenlov | Sales Manager P +44 7887 728 079 | E lisette@outandaboutshowroom.com
Benelux Street Style | Wim Seelman | Director Design Dock Rotterdam, Unit 16 Van Helmontstraat 21, NL-3029 AA Rotterdam, The Netherlands P +31 10 47 83 802 | E wim@streetstyle.nl
Website
www.something-else.com.au
Tumblr
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Pintrest www.pinterest.com/somethingelseau
Something Else is all about clothing that suits the various facets of our personalities and draws upon the romantic and spiritual inspirations of life and nature.