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Second year RMIT students Ben Peters and Shane Chalmers of t-shirt label Away With The Others give us the lowdown on their on-campus business antics and how they've survived the fashion world with such minimal marketing.
Background Check. Ben Peters and Shane Chalmers of Away With The Others
^ THE BOYS FROM AWAY WITH THE OTHERS
Daily Labels In the beginning …
AWTO Everything started when the two of us became roommates in late 2011 while living on residence at RMIT University. Ben had previously made some t-shirts and prints but never really entered the market so the idea came up to do something together. Our label was created with just five basic prints for friends. We’re slowly growing and heading in the right direction.
Daily Labels Who does what?
AWTO We both have input towards the process and direction of our label. I design graphics for our prints while Shane organises samples, printing and management.
Daily Labels Are your designers on rotation or regular fixtures?
AWTO At this stage they’re regular fixtures between friends. We all study subjects linked to the design industry so we have ideas that we work on together and pass around. We’re slowly finding our direction and brand image to keep it pretty clear for the future.
Daily Labels Design philosophy?
AWTO Have fun and don't take it too seriously! This was a fun label made by two mates. We had trouble with our first range and were sort of influenced by other labels out there so now we have pulled it in and are more trusting of ourselves. We pretty much want to design anything we would wear and hopefully others out there will like.
Daily Labels How do you keep it fun?
AWTO Well we live together on campus so that’s where we design and run the business. It’s set up in a very social environment where our friends are all in on it, so naturally it’s fun!
^ THE BOYS ON SET OF THEIR LATEST COLLECTION SHOOT WITH THEIR MODEL
Daily Labels AWTOs strong points as compared with other t-shirt labels?
AWTO Our first two releases were received really well with great feedback and we’ve made sales without spending big bucks on websites, magazine editorials, posters and launch parties. We understand the importance of these things and will head there eventually but when we created AWTO, we weren't ready for any of that. We think it’s a positive that everything has gone fairly well under a controlled environment but we’re keen to branch out from here to see how far we can push.
Daily Labels How have you coped with such minimal marketing?
AWTO For what we set out to achieve with our first limited release, it was a success but it also threw up some challenges. Relying on friends and friends-of-friends to buy our t-shirts on Facebook was daunting but we achieved sales. Now we’re ready for the next step.
Daily Labels What’s the next step?
AWTO Our final limited release range that has some new t-shirts, hoodies and sweaters! Again we’ll be selling this exclusively online but fans can keep a close eye out for bigger and better things towards the latter part of 2012!
Daily Labels Most challenging aspect of owning a t-shirt label in 2012?
AWTO Definitely getting our name out there which expected due to lack of financial investment in any advertising. Gaining a following from word of mouth through our university circles and friends-of-friends is quite cool.
Daily Labels Any highlights since your label launched?
AWTO We’d have to say the photo shoot of our second release was pretty exciting as we’re slowly taking steps forward!
Daily Labels Most frustrating part of the production process?
AWTO Running around to make sure the prints and cuts are perfected.
Daily Labels What advice would you give to current and future design students?
AWTO Back your judgement and when designing, stick to what you know and love. If you’re good, then get it out there! [Note: Ben is studying a Bachelor of Design in Architecture while Shane is studying his Bachelor of Construction Management].
Daily Labels Favourite hangout?
AWTO We live next door to a pub in North Melbourne called Turf. It’s not trendy or hipster or anything like that, but it’s a place we go for a good time with mates.
Daily Labels Favourite AWTO t-shirt?
AWTO The Better Days tee from our new range is pretty cool also because this t-shirt is one step closer to us achieving a desirable image and direction of our brand.
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