Client Chats - Ninety Degree
Starting a label I would liken to.. a boxing match. You are the boxer, getting punched in the face. Blow by blow, punches are connecting with every inch of your body. A right hook comes flying from no-where and you fall flat on your face. You hear your coach yelling at you
“Get up- Keep fighting".
You push yourself up.
You keep fighting.
This is the grit and determination required to start your own label. There will be moments when you land some epic punches, and then there will be times when you are getting kicked in the guts. What you do next is up to you. You can either lie down take it, or you can get up and fight.
As a start up you are learning something new every single day. Learning and experiencing all at once. Coupled with deadlines, managing expectations, financial outgoings and unforeseen delays, it can be overwhelming. During production there are so many external factors that contribute to delays, and sometimes things just happen that are outside of our control. Delays can be caused by religious holidays, covid lockdowns, strikes, shipping delays, fabric and trims issues, manufacturing delays and in the case of Ninety Degree, a cargo ship catching on fire..
I’ve seen it all.
The difference between a start up label launching and one that fails to do so, is perseverance. The Business Owners that continue to get knocked down (manufacturing delays, production issues) yet stand up and fight (work together with me to find a solution) are the ones that reap the rewards.
Add a sprinkle of patience, a dose of adaptability and a pinch of perseverance, and ladies and gentlemen, I know who I’d be backing.
I sat down with Matt, Tradie by day, Creative Director of Ninety Degree by night, and asked him all the hard hitting questions. Matt launched his label Ninety Degree in December last year and it has been everything but smooth sailing since we met. Welcome to owning your own label right?
Tell me a little bit about you and why you decided to start your own label?
I’m an electrician by trade, so 7-3 I’m wrapped up on site. Throughout the week, after 4pm I'm packing orders and planning content. I have always taken an interest in fashion and clothing however workwear is all I could really relate to. Knowing what was needed on site vs what was readily available. I saw a gap in the market. So, the journey began.
Before you approached FSC, you'd already done some leg work with your first item- the Signature Hoodie. Can you tell me exactly what you did and why you came to FSC for help?
I developed our Signature Hoodie from start to finish, outsourced the Tech Pack and manufacturing. I am still extremely happy with the finished product however I felt on a larger scale, somebody who knows the industry, terminology and production process much better than myself was required. Thankfully Heather came into the picture exceeding all these requirements.
We’ve been through it all together, shipments on fire, lockdowns causing delays, DHL refusing to deliver in and out of China. What else has happened that you didn’t plan for?
The lead time between your idea on paper and the garment being made, ready for sale can vary. Not being organised or late to the party is the hard way to learn. Changing one spec on the garment can have a domino effect and add anywhere up to a month on to the lead time. Being transparent and upfront with your consumers is so important in these times.
Nothing can ever really prepare you for your first release date. Putting all the right systems in place and having an endless amount of check lists is a start for sure.
Was there ever a moment where you wanted to throw the towel in?
Oh boy, there have certainly been a few times I’ve wanted to throw in the towel. Yep, the shipment setting alight was one of them haha.
There have been times where you want to go into hiding and think why bother? Having a why, a clear vision and persistence will get you through those times. Heather being the designer/ director and therapist herself was crucial, she had seen it all before.
What are some memorable moments that stand out for you? I mean Tradie gone Designer is a moment in itself.
There have been so many moments! One that comes to mind is our photo shoot. Having a model fit your entire catalogue in the studio and in front of cameras- This was the moment it went from amateur to professional. Transitioning the website from a Shopify draft to a live online store, was definitely emotional. So many mountains and hurdles to finally be able to click that "live" button.
Now that you have officially launched (and congrats by the way) looking back, what is the biggest difference for you now that you are working with me, compared to when you were navigating this space on your own?
I came from Construction where your trade is your profession. Entering the Fashion industry is similar, only I was back as the work experience kid. Working with you showed me that you actually have about 4-5 trades in the 1 industry. Almost like assembling a house all by yourself, you have each avenue covered. Starting my own label, I now realise how valuable that is. You have cut years off the process.
What advice do you have for anyone wanting to start their own label?
Set your goals firmly. Have a vision and embrace the hard work.
Try to enjoy the process of building your label. So much time and energy will go into this, so enjoy! Be clear on what you’re passionate about what you’re doing.
Discover more of Ninety Degree here:
@ninety_degree_