“I thought of Abrogate as a temp name before I contacted Seb and it grew on me. Seb did not like it at the beginning, but we kept on referring to it. We had a look at quite a few different names. It was at the bottom of the list but somehow it kept on coming back up. And it just stuck,” recounts Jono.
They know they have to prove themselves. They want to be recognised by the other brands and the people who buy from those brands. They represent a certain style and attitude. Their label encapsulates their generation’s outlook on life- a fun and carefree attitude. They encapsulate their style as Americanised street clothing with an Australian accent.
When I ask them how they are going to keep that same fun, carefree attitude as they grow older, one of them says jokingly “we need to have kids really early” to which they all laugh. They recognise that they’ll have to keep it fun and fresh and stay relevant to their target market of 15 to 30 year olds.
Growing The Brand
Twenty years ago, these kids would not have been able to do what they are doing right now. In those days, the internet and social networks did not exist. You would have had to gather greater resources to get such a venture off the ground. You would have had to find some money to advertise a little and get an outlet to sell the clothing are doing. Now, you can kick things off through the internet, which keeps costs down.
“We are just a bunch of kids starting out but our clothes are a lot cheaper. We wanted a brand of clothing that was our own, a brand that is affordable for kids like us. We have a
“We are always going to be teenagers”
passion for our brand, we just reached out to our friends, showed them what we had and got some (Facebook) likes and it is about word of mouth.”
The internet has allowed them to get their name out there. They see it as playing a vital part to grow their brand. As they say, they pretty much do everything online. They target relevant social networks that relate to their brand and where they know their peers congregate. You can find them on YouTube, Tumblr, Twitter and Instagram.
Facebook plays a crucial part in their strategy to reach out to their target audience. They use Facebook as a driver to take people to their website.
“Facebook is updated more regularly, it has got our website on it, there is more activity happening on it, we can see what people are saying, we announce when we get new stock coming in, and our fans can see things that are not on the website yet.”
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“We are going for a more independent
look- Rebelling against the
mainstream.”
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