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 Posté le: Dim Sep 01, 2013 5:25 pm Sujet du message: Surf label rides a hot new wave |
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{Surf label rides a hot new wave}
Essential Baby Essential Kids Find A Babysitter You are here: Home LifeStyle Fashion Article Surf label rides a hot new wave Date August 11, 2013 (1) Comments 10 Read later Paula Joye Fashion Editor View more articles from Paula Joye Follow Paula on Twitter Email Paula Tweet Pin It submit to reddit Email article Print Reprints & permissions Irreverent humour: Reg Mombassa with Mambo head Angus Kingsmill. Photo: Anthony Johnson A farting dog, beer-chugging deities and an invisible donkey have reinvigorated one of Australia's most beloved brands. Mambo celebrates 29 years this month with record profits, supermodels and expansion into the United States,michael kors canada, Britain and India. Unlike struggling surfwear brand Billabong, Mambo is using a heritage of irreverence to set it apart in an uber-competitive genre. We were founded by people who loved to surf but loved the cheeky lifestyle even more. Angus Kingsmill, Mambo CEO "We were founded by people who loved to surf but loved the cheeky lifestyle even more," said Mambo head Angus Kingsmill. "I've reinstated the brand pillars of surf,Michael Kors Handbags, music, art,Michael Kors Outlet, free beer and complimentary tickets.'' Cheeky and cheerful: Models Ashley Hart and Barbara Palvin at Venice Beach. Photo: Supplied Mr Kingsmill formed part of the Nervous Investor Group consortium that acquired Mambo from Gazal Corporation in 2008. Under his management, the brand has been restructured, growing 1000 per cent and turning over more dollars and units than at any stage in its history. Advertisement "They've taken retro images and put them on backpacks and boogie boards,Michael Kors Handbags Outlet,'' said Harper's Bazaar editor Kellie Hush. "It's found a whole new audience for that style of humour and made it cool again.'' Kingsmill's five-year brand rebuild included abandoning traditional retailing in favour of a licensing model and consolidating all manufacturing to China and Australia. The fashion and lifestyle offering has also been widened to include department and surf stores, a budget range in Big W and the introduction of premium ready-to-wear lines called Mambo Surf Deluxe and Mambo Goddess. Iconic: One of Reg Mombassa's designs. Photo: Supplied by Mambo A team of 24 artists, including the legendary Reg Mombassa,michael kors canada, have been key in resuscitating the brand. "The brand's vernacular is in our art and very specific to Australia,Michael Kors Handbags Outlet,'' said Mr Mombassa, who was recently appointed creative director of Sydney's New Year's Eve spectacular. "People overseas don't always get what we do but that hasn't stopped them wanting to wear it.'' The brand also has a stable of carefully selected celebrity ambassadors including Australian models Jessica Gomes and Ashley Hart,Michael Kors Outlet, who have increased the brand's female share, a market dominated by Australian mega brands Quicksilver and Roxy. "They've chosen women that look like they know how to surf and like wearing the clothes,Michael Kors Handbags," said Ms Hush. Mambo's latest signing of Hungarian supermodel Barbara Palvin is a coup. The in-demand Victoria's Secret model has spearheaded Mambo's push into America. "She snaps herself in our visor and gets 90,000 'likes' on Instagram," said Mr Kingsmill. "As an investment, she's proven invaluable.'' With Mambo art now on everything from T-shirts and watches to bicycles and beanies, the next big push will be into the digital space with an extensive online store launching in 2014. What I'd really like to see is our art on a Boeing 747," said Mr Mombassa. "Or even better, maybe they could put us on the moon." |
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