The New Kids On The Block
The Business: Abrogate Clothing The Heroes: Jonathan Batterham (AKA Jono), Sebastien McNamara (AKA Seb) and Max Perks The Alchemist: Sylvie Danoy, Gold Coast Made In: Australia
Jono, Seb and Max graduated from high school in 2010. In 2011, they got together to start their own street wear clothing label, Abrogate, because “nothing was cheap enough, or accessible enough to us at the time. None of us had a steady income so I thought about the idea and it just went on from there,” says Jono.
“We like skate and street style clothing like Supreme. If you want that stuff you have to order it online and you cannot try it on. Their clothes are expensive for us. It is a sought after brand. They have been established for 20 years. They have a big fan base like Billabong. When they made themselves a name, it was because they were cool and the underdogs. They keep their brand exclusive and not many independent shops can stock it.”
The Essence of the Brand
Abrogate Clothing is now the new kid on the block and the boys are challenging the status quo. In a way they are rebelling against the status quo of existing brands and their established models. Their brand name, Abrogate, matches their business model of being the underdog in the industry.
Ab-ro.gate To Rebel Against
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