When and how did LazyBones begin?
We opened for business in 2000 in Sydney, but moved shortly after to Byron Bay and feel like we really only started properly then.
Where did the vintage inspired look originate from?
When I was a kid I was very close to my grandmother who lived in a beautiful old house in the country full of antiques and I loved hearing stories of her early life. She was born in a small house close by which still had everything in it as though the family had just left. That had a very powerful effect on my imagination as a child and garnered a life long interest in history.
How does your design process work and how long does a collection take to put together?
I gather lots of images together (lots!) and then work to edit them into as much of a cohesive collection as possible and use them as a leaping off point for new items. Nowadays I’m also very keen to make things I want to wear so that’s a big influence too. Each collection takes about two months to conceptualise and usually six months from initial idea to bulk delivery.
What has running an international business taught you?
Oh, this is a huge question. I probably could write a book on what not to do. It has been a huge learning curve. One of the main things I’ve learnt is to stay true to your aesthetic and values and to really work on building enduring relationships with your retail partners.
Were there many challenges in shifting the business towards a more ethical manufacturing and sustainable fabric choices?
Yes, again this could fill a book. Finding the right manufacturers is the main challenge. It’s not easy to find the right people who enter into an ongoing, enduring relationship and build the business with you. It can take a year or two to really understand each other, so it’s a big investment to move to a new supplier. Plus, all of these issues have to be addressed, from packaging, freight, buttons, zips, water use, dyes, fabric choice, human rights – and not necessarily in that order. Change requires an ongoing assessment and decision making process. I always feel there’s so much more to be done.
How do you select a new stockist? What do you look for?
We’re lucky that our stockists have always found us. Nowadays, we want people who are passionate about sustainability and who want to work with us on an ongoing basis.
What’s the best part of your job?
Easily the conceptualisation and design of new ranges and especially designing the photo campaigns. I also love working with my lovely team. They make the hard bits of the job worthwhile. Also, I love spending time in our store in Brunswick Heads and meeting our wonderful customers.
How do you want customers to feel when they’re wearing a piece from your collections?
When they put on one of our garments, we want them to feel like, “this is really me.” That the garment expresses who they are and therefore gives them more confidence. And this goes beyond size or age.